Joshua Rogers, a veteran of Trailer Park, Zealot and Buddha Jones, has launched Gravity, an independent entertainment marketing agency built around senior editors and creative directors. It opens with campaigns already in market for streaming and theatrical titles, and with a roster drawn largely from Rogers’ previous teams.
The pitch is the edit bay
Rogers’ new shop includes editors Matt McCrory and Brent Howard and producer Patrick Dirks. The launch also brings in creative director and editor Kazadi Katambwa, who worked with Rogers at Buddha Jones and spent the past three years as Lead Creative at Amazon Studios. There, Katambwa steered campaigns for The Peripheral, The Power, Shelter and The Expanse. His earlier work includes Inception, The Dark Knight trilogy, Mad Max: Fury Road, Dunkirk and Wonder Woman.
That matters because trailer and key-art work is usually judged in seconds. A cut that misses the emotional register of a series can depress sampling, no matter how large the media buy behind it. Gravity is betting that senior craft is the differentiator.
Opening with live campaigns
Gravity is already behind current campaigns for It’s Always Sunny in Philadelphia, American Horror Story Season 13 and the theatrical rerelease of Guillermo del Toro’s Pan’s Labyrinth. Launching with named titles is a signal to buyers: the agency is not selling a studio roster from a deck, it is showing finished work.
Rogers said the goal was to build a company “run from the edit bay, not from a big office or a Zoom window,” with the team acting as a “seamless extension” of the client’s internal team. That language matters in entertainment marketing, where campaigns are often produced under tight deadlines and with heavy input from showrunners and platforms.
What this means for buyers
For media planners and streaming marketing teams, the rise of small, creative-led shops changes the vendor conversation. Scale still matters for global asset localisation, but craft often decides whether a campaign breaks through.
- Ask who will actually edit your campaign, not just who leads the account.
- Review live or recent work before signing a retainer.
- Use senior shops as an extension of the internal team, not a separate layer.
The Gravity model may not replace big agencies, but it sharpens a promise entertainment marketers care about: the person in the room is the person doing the work.
Source: Deadline
