Future Craft Launches with a Fresh Perspective on Branded Entertainment

Feb. 12, 2025

Future Craft, a fully integrated content production studio, is excited to announce its launch with a new perspective and reach into branded entertainment. The company is led by EP Johnny Parker, who has evolved Hey Baby into a vision for the future, hand crafted today. With an emphasis on imagination and adventure, Future Craft offers deep experience in advertising campaigns, branded experiences, and experiential activations. Future Craft’s launch is enhanced by a dynamic and strategic alliance with top U.K.-based production shop OB42, and its senior management team of Otis Bell and Clancie Brennan. Together, the two companies will share talent resources and develop projects for both the U.S. and Europe.  

Parker said:

“Future Craft is a new company, powered by twenty years of experience and a culture of delivering the highest quality with a global network of creative partners. We embody an emphasis on craft as our landscape changes in the future. We’re so happy to partner with the team at 0B42, whose love of storytelling is a complete match to ours.” 

 

OB42’s MD, Clancie Brennan explained:

“We are delighted to be partnering with Johnny and Future Craft. Johnny’s reputation in the industry came highly recommended to Otis and I, and we are thrilled to share the same vision. Future Crafts roster compliments our strategy for pursuing more narrative led advertising while leaning into more emotional and human campaigns that resonate with a wider audience. We have already collaborated on numerous productions and look forward to many more.”

 

Future Craft’s strategic alliance with OB42 and their parent company 42, fosters cross pollination between advertising and branded entertainment, with a widened talent pool for both the U.S. and U.K. markets. Additionally, Future Craft will represent world class photography talent through OB42’s sister agency Probation in London. Central to these alliances is the emphasis on storytelling for savvy audiences. 

As part of Future Craft’s foundation is an environment that nurtures filmmakers in all media, and where directors reflect a wide range of perspectives and expertise. The studio’s roster includes Brennan Stasiewicz, Henry Mason, We the Grimshaws, Kai Kurve, Sune Sorensen, Tim Hamilton, Jennifer Roberts, Little Village, Marcus Lundin. 

In addition to producing premium content, Future Craft and OB42 are thinking of how we build a future we can all enjoy. From mentorship to waste reduction (and hopefully, elimination of single use plastics)  to teaching kids to surf, the alliance is built on an ethos of human connection and community.