*Idris Elba is expanding his portfolio to include his own marketing and content business based in his home town of London.

Named SillyFace, the business will aim to team creatives from different cultural backgrounds, experiences and perspectives to develop long- and short-form content for brands as well as handling distribution, according to AdWeek. Elba’s co-partner in the company is Marc Boyan, founder of independent media group Miroma. They say in a press release that the venture also “aims to unearth new storytellers and reinvigorate creativity and fun in brand marketing through ideation, creation and distribution of both long and short form content.”

Elba has starred in his share of ads, including Sky’s advertising campaigns for a decade as well as campaigns for Booking.com and Stella Artois. He has also worked with such international brands as Gucci, Christian Louboutin and Tanqueray, and recently launched skin care brand S’Able Labs with his wife, Sabrina Elba.

“I’m at my creative best when I am relaxed, not anxious or considering all the what-ifs. However, this isn’t always the atmosphere that creatives are faced with when brand building. SillyFace is here to bring back that feeling of creative excellence,” explained Elba.

Boyan added: “SillyFace has been created to lean into culture and new global trends, offering a fun environment to get creative rather than be afraid,” he added. “Idris and I are both from underrepresented backgrounds, and we see the world a little differently. We’re aiming to bring our thinking to brands to give people a voice and share stories that resonate with the consumer, whilst keeping the brand safe from criticism.”

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