Florence

What Florence does

Florence is a Los Angeles-based production studio and talent representation firm founded in 2015, operating with 11-50 employees and a roster of 20+ directors and 13+ photographers across commercial, music video, and image/fashion disciplines. The studio generates revenue through project-based professional services fees from brands, agencies, music labels, and artists, with named clients including Apple, Nike, Disney, Ford, Google, Samsung, Louis Vuitton, UGG, CeraVe, Billie Eilish, Harry Styles, and The Weeknd. Revenue streams span branded content/commercial campaigns, music video production, photography and image services, and feature/documentary film production and financing.

The company's core technology build-out centers on Impossible Objects, an in-house virtual production lab that uses Epic Games' Unreal Engine and NVIDIA RTX-powered workstations to deliver real-time filmmaking and LED volume stage production, with claimed timeline reductions of up to 50% compared to traditional CGI pipelines. Florence also maintains a feature film co-financing and production operation with partners including Wavelength, Kindred Spirit, and CAA Media Finance, producing festival-circuit documentaries such as 'Don't Be a Dick About It' (IDFA Audience Award) and 'The Last Year of Darkness' (CPH:DOX premiere).

The go-to-market is enterprise B2B field sales, with directors and photographers signed to the Florence roster for commercial representation, connecting them to brand clients and agency intermediaries (Wieden+Kennedy, 72andSunny, MullenLowe, VMLY&R). Marketing is driven by earned media (Adweek, Variety, Billboard, IndieWire), film festival premieres (Sundance, Tribeca, SXSW, IDFA), industry awards (Clio, Effie, Cannes YDA), and an active website portfolio. Geographic presence includes Los Angeles headquarters, London/UK music representation via Leethal Reppin, Brooklyn talent, and documented project activity in Germany and China.

Name

Florence

Legal name

Florence

Website

https://florence.co

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Florence is a Los Angeles-based production studio representing 20+ directors and 13+ photographers for branded content, music videos, photography, and feature films, serving enterprise clients including Apple, Nike, Disney, Ford, Louis Vuitton, and artists including Billie Eilish and Harry Styles.

Ownership category

akta.pro rank

Product category

Commercial Production Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (711410), Sound Recording Studios (512240), Other Performing Arts Companies (711190)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Creator Talent Management & Representation (MPAAAHAB)

akta.pro secondary industries

Content & Creative Studio for Creators (Concepting/Production) (MPAAAHAD), Talent Agency & Representation Services (HSACAHAK)

Keywords

• Commercial production services
• Music video production
• Talent representation
• Virtual production services
• Documentary film production

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Production Services (Branded Content & Commercials): Florence serves as production company for brand advertising campaigns, commercials, and branded content. Directors on the roster are signed for commercial and branded project representation. Revenue is generated through production fees for commercial campaigns with brands such as UGG, Nike, Apple, Google, and Ford.
2. Music Video Production: Production of music videos for artists including Billie Eilish, Harry Styles, Rosalía, The Weeknd, Bad Bunny, and others. Revenue generated through artist/label commissions and music video production fees.
3. Feature Film Production & Financing: Development and production of feature documentary and narrative films. Florence has produced and financed films including 'Don't Be a Dick About It' and 'The Last Year of Darkness', with involvement from partners including Wavelength, Kindred Spirit, and Sol Ye.
4. Photography & Image Services: The studio represents photographers for image and fashion photography assignments, serving brand clients with stills photography alongside video and commercial campaigns.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Florence is a Los Angeles-based creative production studio and talent representation firm that signs directors, photographers, and music specialists to its roster and connects them with brand clients, advertising agencies, and music artists for commercial campaigns, music videos, branded content, and feature/documentary films. The studio operates an in-house virtual production division called Impossible Objects, powered by Epic Games' Unreal Engine and NVIDIA RTX workstations, that delivers LED volume stage work and real-time rendering for automotive and commercial projects. Revenue is generated primarily through project-based production fees and talent commissions across branded content, music videos, photography, and independent film.

Differentiator

Problem solved

Functional benefit

Products and services

• Director & Photographer Talent Representation Core talent representation offering through which Florence signs commercial directors, photographers, and music specialists to its roster and connects them with brand clients, advertising agencies, and music artists for commissioned projects.
• Branded Content & Commercial Production End-to-end production services for brand advertising campaigns, commercials, and branded content for enterprise consumer brands (e.g., Apple, Nike, Google, Ford, UGG, Samsung, Louis Vuitton, Adidas, CeraVe).
• Music Video Production Production of music videos and music-adjacent visual content for recording artists and labels, including projects for Billie Eilish, Harry Styles, Rosalía, The Weeknd, Bad Bunny, Travis Scott, Cuco, Ed Sheeran, John Legend, Charli XCX, and Muse.

Quantifiable outcome

• Cher's Ugg campaign caused a 1,280% spike in demand for Ugg's winter boots and slippers within one day of launch
• +4 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Imperial Woodpecker / Rohan Blair-MangatcoreStrategic or Co-development PartnerFlorence producer Alli Maxwell co-led the 'Change the Lens' industry pledge alongside Imperial Woodpecker's Rohan Blair-Mangat and Park Pictures' Savanah Leaf. The initiative brought together over 100 Black creatives and allies to increase diversity in film and advertising, calling on companies to commit to increasing representation at all levels.
• Billie Eilish for SpotifyminorStrategic or Co-development PartnerFlorence directed a campaign for Billie Eilish in partnership with Spotify, with Anthony Pham directing and Florence serving as production company.
• Neutrogena Studios / Johnson & JohnsoncoreStrategic or Co-development PartnerFlorence co-produced 'In The Sun' documentary with Neutrogena Studios (Johnson & Johnson), winning Gold at the Effies. The documentary was executive produced by Kerry Washington and directed by Bobby Moser and Kristelle 'Kelsey' Laroche. The partnership represents a significant branded content production relationship with a major consumer health company.
• La LigneminorStrategic or Co-development PartnerFlorence visionary director Anthony Pham shot Laura Leezy of Khruangbin for La Ligne NY fashion campaign, a behind-the-scenes fantasy of life on tour.
• Theia Studio / Zach WechterminorStrategic or Co-development PartnerMishka Kornai, Florence director and founder of artist studio THEIA, co-directed 'Pocket' (a year in the life of an American teenager, told from iPhone perspective) alongside Zach Wechter.
• Louis VuittoncoreStrategic or Co-development PartnerFlorence photographer Erik Ian photographed Pharrell Williams for Louis Vuitton's announcement as Men's Creative Director. The portrait was featured on LVMH's official announcement, representing a high-profile collaboration with a major luxury fashion house.
• Ed Sheeran, John Legend, Charli XCX, MusecoreStrategic or Co-development PartnerFlorence director Erin Murray has developed visual work for recording artists Ed Sheeran, John Legend, Charli XCX, and Muse, combining dance and filmmaking across music video and music content formats.
• Cliqua (Raul Sanchez & Pasqual Gutierrez)coreStrategic or Co-development PartnerFlorence represents music video director duo Cliqua (Raul Sanchez and Pasqual Gutierrez), who have directed videos for Cuco, Travis Scott, Rosalía, and Bad Bunny. They directed The Weeknd's 'Too Late' campaign and were featured on Music Video Night showcase.
• Spencer CreighminorStrategic or Co-development PartnerFlorence director Spencer Creigh produced the 'Science Moms' campaign for Potential Energy Coalition and directed the USPS 'Mailbox' PSA narrated by Angela Bassett.
• SHOOT Magazine / SHOOT New Director ShowcaseminorGTM or Marketing PartnerMatteo Mosterts was selected as part of the 2018 SHOOT New Director Showcase, an industry recognition platform that elevates emerging commercial directors.
• 72andSunnyminorGTM or Marketing PartnerAgency partner 72andSunny collaborated with Florence and Erin Murray on CeraVe's Super Bowl follow-up romcom trailer campaign.
• MullenLowe LAminorGTM or Marketing PartnerMullenLowe LA created the Hawaiian Airlines 'The Keepers of Vacation' campaign, with Florence providing production services. The campaign was built on an LED Volume Stage.
• Wavelength, Kindred Spirit, Sol YecoreStrategic or Co-development PartnerFlorence serves as production company and financier for 'The Last Year of Darkness' documentary alongside Wavelength, Kindred Spirit, and Sol Ye. Wavelength and Kindred Spirit provide funding alongside Florence, Robina Ricitiello, and Jennifer Pritzker. CAA Media Finance handles US sales.
• AnomalieminorChannel Partner/ Reseller/ DistributorFlorence talent Jay Walker is represented by Anomalie alongside Florence for virtual production and VFX projects, expanding distribution reach for her work.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Anonymous Content: Los Angeles-based production company and talent representation firm representing directors and photographers for commercial, music video, and feature film projects. Anonymous Content is the closest direct peer to Florence, with a similarly curated multi-discipline roster (directors across commercials, music videos, and features) serving the same tier-1 brand and agency client base.
• Park Pictures: New York and LA-based production company representing directors for commercial and branded content, with comparable tier-1 brand clients (Nike, Google, Apple) and a roster-model business. Park Pictures competes with Florence for the same agency briefs and brand-direct commissions, particularly in the tech and fashion verticals.
• Imperial Woodpecker: Los Angeles-based production company representing directors for commercial and music video work. Imperial Woodpecker has a comparable roster of director talent, similar LA headquarters, and overlapping client base; the firm's Rohan Blair-Mangat is even a partner with Florence's Alli Maxwell on the 'Change the Lens' diversity initiative, evidencing direct peer overlap.
• Prettybird: Culver City-based production company and talent representation firm representing directors, photographers, and content creators for commercials, music videos, and branded content. Prettybird was acquired by Endeavor and operates a similar roster-based model targeting the same brand and agency clients as Florence.
• SMUGGLER: Globally-operating production company with offices in LA, London, and New York representing directors for commercial, music video, and feature work. SMUGGLER competes with Florence on tier-1 brand briefs and shares a multi-discipline approach spanning directing and photography.
• Partizan: Los Angeles and London-based production company representing directors for music videos, commercials, and feature films. Partizan is a direct competitor for music-video commissions, particularly for major-label artists, and shares Florence's roster-based model and festival-track-record positioning.
• MJZ: Los Angeles-based production company representing directors and photographers for high-end commercial and branded content. MJZ serves similar Fortune-500 brand clients (Nike, Adidas, Apple, Google) and competes with Florence on agency-driven commercial briefs.
• RESET Content: Los Angeles and globally-operating production company with a roster of directors spanning commercials, music videos, and branded content. RESET competes directly with Florence for brand-direct and agency-commissioned projects across fashion, tech, and consumer verticals.

Broad incumbents

• A24: Independent entertainment company spanning film/TV production and distribution with a strong brand-creative division. A24 overlaps with Florence on feature film production and festival positioning but operates at materially larger scale and across a broader entertainment portfolio.
• Wieden+Kennedy (Content/Studio arm): Major global advertising agency with in-house content production capabilities. W+K is both a buyer of Florence's director talent (via commercial briefs) and a competitor for branded-content production at scale; its studio arm serves many of the same Nike/Apple-tier clients Florence targets.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/florencecreativemedia
• Instagraminstagram.com/_florence.co
• LinkedInlinkedin.com/company/florenceco

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florence