Award-winning actor, Idris Elba, has joined forces with founder, and CEO of the Miroma Group, Marc Boyan, to launch Silly Face, a global marketing and content company.
In addition to creating a space in brand marketing that leads with creativity, fun, and ideation, the company’s mission is to develop new storytellers.
The actor’s appeal to reinstate a sense of fun in the creative space served as the inspiration for the name of the company, ‘Silly Face.’ Elba said, “I work best when I’m calm, not worried, and not thinking about all the ‘what ifs.'”
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According to a press release posted on the Miroma Group website, the “Beast” star stated that the marketing environment isn’t always present for creatives when building brands. “Silly Face is here to bring back that feeling of creative excellence. We want more voices, more views, and open, mutually respected ideation,” he said.
After considering purchasing a British public broadcasting station, Elba and Boyan made the decision to launch their own company. But the sale was abandoned after the government changed its mind.
According to the “Luther” actor, it is difficult for brands to succeed in the current entertainment industry environment. “Consumers are so smart, now, they can smell the b*******, they want to be sort of treated with integrity, they want to be represented,” Elba said.
He added that this new business will enable him to develop effective marketing campaigns that will genuinely engage the target audience he is trying to reach. “I can’t wait to get started.”
The first three locations of Silly Face will be in London, New York, and Los Angeles.
Elba has formed other collaborations to produce content that people want to see. Earlier this year, he revealed that he is collaborating with Nigerian media mogul, Mo Abudu, to build African-focused television and film industries that will appeal to a wider audience. Additionally, an aide to the Tanzanian president revealed that the acclaimed British actor had expressed interest in establishing a film studio there.
