Robert Wherry

Former GO Film partner/executive producer Robert Wherry has launched a new production company called Assembly Films. Based in New York, the company's roster consists of directors Jorn Haagen, Kevan Bean, Carolyn Chen and Craig Brownrigg.

After 10 years at the helm of GO, the industry vet decided to start-up a new boutique in New York two years after director Simon McQuoid's series of web films for Halo 3 and ad agency T.A.G. (now agencytwofifteen) shared the Grand Prix Film Lion in 2008 with Fallon's "Gorilla" spot for Cadbury.

"There were too many things that were causing me to keep my eye off the ball," he says. "We wanted to focus very clearly and precisely on certain goals and culture and that's why we wanted to create Assembly."

Despite the accolades and awards for the Halo 3 work, Wherry says he felt like he'd hit a ceiling and wanted to start over with a smaller, focused roster: "At the end of it all I felt we'd done that, now what do we do?" he says. "I didn't even try to take anyone from GO. I wanted to start something different, something that had a new vision for me, for us."

Wherry started in the ad industry as a director's rep in 1990, working with a variety of directors, including Mike Mills, Ivan Zacharias, Jesse Dylan, Noam Murro, Linda Maxweel and the Douglas Brothers.

Since Assembly opened its doors in January, the company has produced a Michelob campaign featuring Lance Armstrong, as well as commercials for Pizza Hut, Walmart, MasterCard, Jamaica Tourism and Campbell's.

www.assemblyfilms.tv