Yan Elliott, Luke Williamson, and Sam Brookes must be well versed in narratology and anatomy. The name of their new creative shop, Fabula, means the chronological order of retold events, the raw material of a story. And of course the word can’t help but remind us of fibula, otherwise known as the calf bone, a key piece in efficient movement.

Hopefully as this business grows, it will be shortened to “Fab.” Just heading to Fab. We’re doing work with Fab now.

The trio of founders did well by choosing an intriguing name, but it’s the experience they bring to their endeavor that makes it more exciting. Elliott and Williamson were once creative directors at WCRS, while Brookes was managing director of Wieden and Kennedy Platform.  Further back, Elliott and Williamson teamed up at Mother, working on campaigns for Coca-Cola, Doctor Pepper, and the Orange Film Funding Board cinema ads. At W+K, Brookes ran projects for brands including Sony, Coca Cola, Nokia and Prada.

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