Mumbai: Future East announced its digital counterpart FED (Future East Digital) a creative digital studio, producing branded content, shareable stories and viral moving image work for Instagram, YouTube and the Internet at large. Future East Film
Since being unofficially launched two months ago, FED has already produced major campaigns for Amazon, Jio 5g broadband and EShakti, a US fashion portal as well as for Chalo, a new travel app. FED also begins production on a large-scale digital series in conjunction with Siddharth Roy Kapoor’s RKF Films.
FED will focus solely on creating unique content for digital platforms and will team up with its parent company Future East to offer interactive and creative content and production capabilities for online work, helping forward-thinking clients succeed digitally.
“Our goal is to do work that is unique and shareable. FED will engage with the world beyond traditional film and broadcast and will be devoted to producing moving images for new formats and platforms.” said Ashim Ahluwalia, Director, Future East Film.
“Future East’s commercials arm has been part of the industry’s most successful advertising campaigns. We thought it time for us to enter the digital market as there is a big gap in the production standards of the work we see. We felt that a highly specialized studio that focuses solely on digital moving image work is what FED is all about.” added Hemang Chheda, Producer, Future East.
FED has roped in development producer Seeratt Dhillon to oversee projects from start to finish. An alumni of National Institute of Design, Ahmedabad, where she studied Film, Seeratt later went to UCLA, Los Angeles to pursue her Producer’s program. She has worked at Anil Kapoor Film Company, Ajay Devgn Films, Kiss Films, Milestone Films and many more.
Seeratt Dhillon explains “FED is a small team of amazing young creatives that help people make the things they always wanted to make. Some might call it a digital company or creative studio but those labels don’t fit. Working across non-traditional media – whether Instagram videos, YouTube experiences or immersive interactivity, we believe that moving images require a new range of skills, understanding, technologies, and insights.”