Id's earliest associations are with talent like Brooklyn's JibJab, producers of animated online content and the Haxans (The Blair Witch Project), signed with Chelsea for commercial representation.

"A lot of what we've done in the past has been to work on storytelling projects," says Chelsea president Steve Wax, pointing to his roster of directors with chops in long-form filmmaking as well as commercials. "We want to extend that into the Internet. The new way to market a client or a brand doesn't relate to any single delivery source. It's about getting people swept up in a story created on the Internet."

The Id approach will entail becoming involved in ad initiatives at an earlier, strategic stage, and creating, for instance, a story or character that can be leveraged by a particular brand and spinning it out into a form of entertainment content on the Web. The shop has already completed a project with the Haxans for Planet Outdoors, to launch an outdoor gear portal. Id worked with Crispin Porter + Bogusky on a series of promotions centering on a live event in NYC shot by the Haxans.

JibJab, founded by brothers Evan and Gregg Spiridellis, has garnered attention and wide viral spread with its animated content, particularly its political properties including the rapping Mutha Fo' Fathers and Bubba's Baked Brownies.

"With (Id) we're trying to create exciting and engaging online content and focus the creative energy of our team on marketing campaigns," says Gregg Spiridellis, an ex--investment banker who created JibJab just over a year ago with Evan, an artist and Parsons School of Design grad who now also teaches Web animation.

JibJab is currently working with The History Channel, using the rapping founding fathers (previously licensed to AtomFilms) to promote History's broadcast series on the actual founding fathers. The project includes a viral marketing campaign and JibJab did the redesign and rebranding. The pair recently appeared on ABC News, which played excerpts from Bubba's Brownies, showing the outgoing president in the kitchen in a red-eyed, giggly state, and the outfit has also had its animated output on Mad TV.