Curt Doty, former Universal Pictures vice president of creative services, has launched new company Vertuoso, a creative and production agency focused on “vertical storytelling” campaigns.
Vertuoso will work with studios, networks, brands, agencies, and media companies to collaborate on creating and optimizing their video campaigns—including promotional campaigns for movies and TV shows, and advertising campaigns for brands and services—by taking advantage of the latest consumer behaviors in their consumption of social video.
“My passion lies at the intersection of design, content, and technology,” Doty said in a statement about the launch of his new enterprise.
The company is based in Los Angeles, New York, and Santa Fe, New Mexico.
Doty serves as CEO, and named Greg Babiuk, an award-winning creative development and media production executive with over 20 years of experience across all media, as executive producer.
“Looking ahead, we believe that a major element of future marketing campaigns will involve vertical storytelling,” Babiuk said in a statement. “We hold our phones vertically 94 percent of the time. Vertical viewing has increased 600 percent over the last five years, while vertical videos have nine times higher completion rates. Users want vertical content now, more than ever. We will focus our creativity and technological expertise on this new marketing tool, which we believe will quickly become invaluable for our clients.”
With experience in integrated marketing, multi-channel storytelling, branding, identity, and user experience, Doty runs consultant service CurtDoty.co and has held creative and executive positions at Weber Shandwick, Universal Pictures, Trailer Park, Pittard Sullivan and 3 Ring Circus
“I have been fortunate enough to have worked on entertainment branding and marketing campaigns for many of the biggest companies in the world for the past few decades,” Doty said. “With social video driving the adoption of square and vertical formats, we believe that mobile advertising should provide the same, and, at times, an even more interactive, viral experience. Vertuoso will provide our clients with multi-platform storytelling across multiple channels ... “