Madison + Vine's creative director Ryan Hunter Phillips and vice president Wendy Shay are exiting the content studio to open their own full-service creative production shop Highly Confidential.
Launching with inaugural client Panda Express, the agency combines creative, strategy and production under one roof. "Today’s production companies are adding creative services but lack enough agency experience to properly represent brands," the founders stated. "On the flip side, many agencies are adding production services but lack the experience and leadership necessary to run a production department efficiently."Their first work for Panda Express supports the chain's premium limited-time menu items, including Angus sirloin steak. The 30-second spot contrasts a father's childhood dining experience involving steak and shrimp at a stuffy restaurant, as he sits with his son at a Panda Express in the present day. This "Finer Things" message runs across TV, digital, OOH and in-store.