Normal. (Production Company I Creative Agency)

What Normal. (Production Company I Creative Agency) does

Normal is a Burbank, California-based, founder-owned production company and creative studio founded in 2016. With 1-10 employees, the company produces commercials, music videos, feature films, short films, and digital media content for enterprise brand clients, recording artists and music labels, and streaming platforms. Its commercial portfolio spans national campaigns for TNT/NBA, Lyft, Checkr, City National Bank, Samsung, Fender, L'Oreal, Dr Pepper, and others; its music video work covers artists including My Chemical Romance, The Head and the Heart, Bebe Rexha, Ozuna, Wiz Khalifa, and Cypress Hill; and its film slate includes award-winning features such as 'All The World Is Sleeping' (Paramount+ premiere), 'Save Me From Everything', 'The Dust Storm', and 'She's Allergic to Cats', distributed via theatrical release, streaming platforms, and specialty labels like Vinegar Syndrome.

The studio's core capability is end-to-end video production and post-production, with no disclosed proprietary technology stack beyond standard production tooling. Its business model is professional services on a project-by-project, quote-based engagement: revenue is generated through client contracts for commercial production, artist/label contracts for music videos, and a combination of theatrical distribution, streaming platform licensing (Paramount+, Amazon), and festival-circuit recognition for feature films. The go-to-market motion is sales-led, relying on direct relationships, industry connections, portfolio-based outreach, and inbound visibility from a public reel and festival presence. The company has no institutional funding, no parent company, and is operated by co-founders Anthony Baldino (Executive Producer) and Michael Reich (Creative Director), alongside Creative Director Ryan Lacen.

Name

Normal. (Production Company I Creative Agency)

Legal name

Normal

Website

https://normal.tv

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Normal is a founder-owned, Burbank-based production company and creative studio (founded 2016, 1-10 employees) producing commercials, music videos, feature films, and digital media for enterprise brands, music labels, and streaming platforms including Amazon and Paramount+.

Ownership category

akta.pro rank

Product category

Video Production Services

NAICS

Independent Artists, Writers, and Performers (7115)

akta.pro primary industry

Finished Program Sales & Window Licensing (Domestic/International) (MPABANAB)

Keywords

• Commercial production
• Music video production
• Feature film production
• Branded content creation
• Digital media production

Headquarters

HQ city

Burbank

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Commercial Production: Production of commercials for brands including TNT/NBA, Checkr, Lyft, City National Bank, Fay Nutrition, Arco, Samsung, Got Milk, and others. Revenue generated through client contracts for video production services.
2. Film Production: Feature film production including 'All The World Is Sleeping', 'Save Me From Everything', 'She\'s Allergic to Cats', 'The Dust Storm', 'Tecie', 'Mermaid', and 'Foxy Trotter'. Revenue streams include theatrical distribution, streaming platform licensing (Paramount+, Amazon), and festival recognition.
3. Music Video Production: Production of music videos for artists including My Chemical Romance, The Head and the Heart, Bebe Rexha, Ozuna, Wiz Khalifa, Matthew Morrison, and others. Revenue generated through artist/label contracts.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Normal. is a boutique production company and creative agency that develops and produces commercials, music videos, feature films, short films, digital media, and vertical (short-form mobile) series. Its work is delivered on behalf of consumer brands, television/streaming platforms, music artists and labels, and feature film partners, with creative direction and execution handled in-house by its co-founder-led team.

Product overview

Normal is an award-winning production company that creates film, television, music videos, commercials, and digital media content. The company operates as a single unified creative studio offering end-to-end production services: feature films (both theatrical and streaming releases), short films, national and online commercials for major brands, music videos for recording artists, vertical series for mobile platforms, and digital media content. The portfolio includes productions ranging from Sundance-acclaimed features winning Grand Jury Prizes to national advertising campaigns and music video collaborations with major labels. The company is led by co-founders Anthony Baldino and Michael Reich alongside Creative Director Ryan Lacen.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Production

Quantifiable outcome

• Multiple Best Film awards (3x) and Grand Jury Prize wins for 'All The World Is Sleeping'
• +3 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• Cypress HillminorStrategic or Co-development Partner · 1 January 2026Normal teams with Cypress Hill for live concert production and content creation.
• Laundry StudiocoreStrategic or Co-development PartnerNormal TV partnered with innovative company Laundry Studio to produce live-action commercials for Arco. The collaboration also produced content for Samsung, Got Milk, and La Victoria Salsa. Ryan Lacen and Anthony Baldino lead the partnership initiatives.
• AmazoncoreChannel Partner/ Reseller/ DistributorNormal partners with Amazon for exclusive premieres of film content. Amazon Studios collaboration included promotional content for 'Catherine Called Birdy' featuring hologram Lena Dunham.
• Vertical RomancecoreStrategic or Co-development PartnerNormal partnered with Vertical Romance, a bold new studio dedicated to creating and producing original, binge-worthy vertical series for mobile-first consumption.
• Moby and Little WalnutcoreStrategic or Co-development PartnerNormal team partners with musician Moby and production company Little Walnut on feature film 'Tecie' starring Mena Massoud and Sarah Jeffery, directed by Mark Webber.
• Perera PicturescoreStrategic or Co-development PartnerNormal teams with Perera Pictures to produce feature 'Mermaid', filmed in Cape Cod and Los Angeles. Cast includes Devyn McDowell, Arturo Luiz Soria, Nat Faxon, and Alex Moffat.
• Vinegar SyndromeminorChannel Partner/ Reseller/ DistributorSpecial edition release partnership for 'She's Allergic to Cats' with Vinegar Syndrome, a boutique film distribution label known for restoration and specialty releases.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• London Alley Entertainment: Music video and content production company working with major record labels and chart-topping artists. Closely comparable to Normal's music video production stream across label clients.
• Superprime Films: Production company producing features, commercials, and branded content. Competitively positioned in the same boutique-to-mid-tier commercial and feature space as Normal.
• RSA Films: Ridley Scott's production company producing commercials, music videos, long-form films, and digital content for global brands. Closely comparable to Normal in combining commercial work with award-winning feature and short-form production.
• Prettybird: Boutique production company and creative studio specializing in commercials, music videos, and short films for major brands and artists. Highly comparable in format mix and target clients to Normal.
• Park Pictures: Director-led commercial and content production company with a documentary and feature film arm. Comparable as a multi-format production boutique serving Fortune 500 brand clients.
• Bullion Productions: Independent production company with feature film and commercial divisions. Comparable in combining narrative filmmaking with national commercial work for enterprise brands.
• m ss ng p eces: Production and creative agency producing commercials, brand films, and original content. Operates a similar end-to-end model mixing agency thinking with production execution across commercial and entertainment work.
• Anonymous Content: Production company behind both Hollywood features and high-end branded content, with a strong track record across film, television, and commercials. Directly comparable as a multi-format production house serving brands and studios.
• Tool of North America: Commercial and content production company specializing in high-end advertising work for major brands. Directly comparable to Normal on the commercial production side of their business.
• Radical Media: Independent production company spanning commercials, feature documentaries, music videos, and scripted films. Operates in the same multi-format boutique-producer category as Normal with overlapping enterprise brand clients.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/normal-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Normal. (Production Company I Creative Agency)