Drawing on lessons learned at broadcast companies Attik, Pittard Sullivan and Razorfish, executive producer Jim Moran and creative director Paul Newman knew exactly what their new company, CO-OP, was not going to be: big. Together with Gary Bonilla, formerly director of strategy at Star Media Networks, the trio has built a cooperative network of partners to handle broadcast, commercial and interactive media.

Moran says this model lets them supply "a diverse and full-service offering without losing the small boutique feel. It's about utilizing the best people wherever they are."

For instance, CO-OP brought together three companies and five individuals on their recent work for IMAX, which included an online ad campaign for Apollo 13, and new brand identity openers for all the films. Says Newman, "It's not just about eye candy or developing a great plan. It's about combining those two."

Launched in May 2002, CO-OP is looking to sublet 2,500 to 3,000 square feet in Manhattan (they're currently in a temporary space in the borough). "Landlords are saying: 'Let us see two years of financials'," says Moran. "You don't have them because you haven't been in business that long." The company ran into the same problem with banks, and as a consequence are working with their own capital (read: savings).

The new space will accommodate a studio to shoot spec live action visuals and comfortable client areas. In-house tech is consciously limited to AirPorted Titaniums and FinalCut Pro for assembling demos. "We're trying to keep focused and smart about growing," cautions Moran.

Despite the uncertainties of New York and the planet in 2002, CO-OP is busy with assignments generated through previous relationships and word-of-mouth. Current work includes a media kit and a branded film for Screenvision, the largest theatrical advertising company in the US.

Summing up, Newman looks to the silver lining in cloudy times. "When there is any sort of depression, it challenges people to do new things and think in new ways. That helps the creative on the back end and eliminates a lot of mediocrity."

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