Former ECD Robert Gaxiola to run new content studio for Vogue and Esquire publisher in SG

Former Ogilvy ECD and co-founder of Mangham Gaxiola, Robert Gaxiola has taken up a new role with Media Publishares' (formerly Indochine Media Ventures) for its newly-launched digital content studio Something Else. Media Publishares is the publisher of Vogue, Esquire, Robb Report and BURO.

In his new role as director of creative and content, Gaxiola will be responsible for the commercial development of Something Else's digital team, production services and creative resources. He will report to president of Media Publishares, Michael von Schlippe. 

Something Else will be the official digital content studio for Media Publishares and started off as the in-house creative resource for the publisher’s titles. Since then, the studio evolved to provide creative, digital and production services for advertisers, brands, marketing departments and in-house creative units. The studio is Singapore-based, but the team hopes to expand its services to Jakarta and later Manila. 

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While the studio will drive Media Publishare’s multi-channel presence to ignite a broader brand engagement for its clients, it also plans to collaborate with brands, in-house marketing departments, advertising agencies, public relations and social media agencies on asset creation. Something Else boasts to be "more than a content studio", and is set to offer creative ideation, developmental workshops, as well as innovative fashion and lifestyle production. It will also be looking into developing a content ecosystem with assets that include design, 3D modelling, immersive 3D environments, interactive virtual digital spaces and online experiences.

“Something Else will be an 'always-on' digital content creation hub for fashion and lifestyle brands which we currently have established a great editorial relationship with," von Schlippe said.

Meanwhile, Gaxiola who was previously heading content production house KellerMedia, which he co-founded with broadcast presenter Denise Keller, said the role at Something Else was a full-time one and over the course of the last year, KellerMedia has turned its focus to training, consulting and social media management. The shift came as the COVID-19 situation restricted the KellerMedia team from shooting overseas travel productions. Gaxiola added that KellerMedia will also continue its new wellness product line under the Denise Keller brand, and future collaborations with Something Else "are always possible". 

In a statement to MARKETING-INTERACTIVE, Gaxiola who was also previously part of the dentsu network for three years, after its acquisition of Mangham Gaxiola in 2015, said this role at Something Else came "as the right opportunity at the right time".

"The office and new studio space are so inspiring. Even more inspiring is the group of fashion editors, designers, stylists and digital innovators. Not to mention the star power that is always within arm’s reach. The timing is also good for opening the studio doors and welcome new projects. As the market slowly recovers, I suspect a lot of brands will be looking for content that has a little more polish," Gaxiola said.

Working together with creative director, Vanessa Caitlin, Gaxiola said he is confident Something Else can give its clients "an immersive resource that is really something else". "The heart of this team is digital content director/producer, Vanessa Caitlin. She can pick up a camera, direct an international shoot and then lead our developers to create a 360 VR space from scratch. Her work for the likes of Vogue, Esquire, Robb Report and BURO is very impressive," he added.

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