Sonny London and Industry Films Announce Partnership Forming SONNY-CAN

FROM SHOTS:

Fredrik Bond's Sonny has teamed up with Canada's Industry Films to launch Sonny's directors in the Canadian market. Meet SONNY-CAN.

SONNY-CAN will see nearly the entire roster of SONNY LONDON available for the Canadian market. The directors include Sonny founder Bond as well as Emil Möller, Guy Manwaring, Tomas Jonsgården, Jeff Thomas and Rane Tiukkanen. Jeff Labbe will remain at Spy Films for Canadian representation.

Bond first worked with Industry when it serviced a Dominoes spot he shot while at MJZ. Helen Kenny, Sonny's managing director and co-owner, was the line producer on the job. Since then Bond and Kenny have maintained a close professional and personal relationship with Industry president and executive producer Tina Petridis.

At the moment, the repping partnership is one way. There are no immediate plans to introduce Industry's directors to the UK through SONNY, although Petridis did not rule it out. "Right now we're taking it one step at a time. We'll see. It's probably going to evolve in ways I haven't even anticipated so we're just going to go with the flow," she said.

Industry will relaunch its website at the end of the month with a new subsection devoted to SONNY-CAN. This section will keep the familiar stark SONNY branding. Until then the SONNY directors will appear on the Industry site itself.

Industry directors' rep Marni Luftspring is currently tailoring Sonny's showreels to fit the Canadian market. "There is a different sensibility here. I think Canada is right in the middle between the USA and the British market. Clients are a bit more willing to push the envelope than in the States," she said.