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One of the most-talked about projects in the online video industry now has its executive producer. Ridley Scott Associates (RSA) has hired advertising vet Arrow Kruse as the executive producer of its Branded Content, Digital and Entertainment division. Among other duties, Kruse is overseeing the partnership between RSA and Machinima, which will feature 12 sci-fi shorts helmed by big name directors.

Kruse’s name makes him sounds like a professional hitman, but he’s actually a well-traveled executive who has worked on branded campaigns for many different companies. At RSA, he will have to focus his efforts on targeting Machinima’s young male demographic.

“I am thrilled to have Arrow onboard at RSA as we continue the company’s legacy of innovative work — creating new definitions and platforms to deliver branded content that pushes the boundaries of expectations,” said RSA President Jules Daly. “Arrow’s extensive experience with reinventing and expanding global campaigns, and establishing new brands makes him the perfect fit for us here”.

With the release of Arrested Development, the RSA/Machinima collaboration is arguably the web’s most hotly anticipated series. It will be up to Kruse and his team to make sure it lives up to the hype.

Photo credt: Cosmone

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