Hybrid Boutique DETOX Launches

DETOX Launches with New Campaign for Henson Alternative

Rachelle Way (l.) and Alice Mintzer of DETOX.

DETOX, a brand-new hybrid production boutique based in New York, has officially launched. Headed by Founder/Creative Director  Barney Miller, alongside industry pros Rachelle Way, Head of Production, and Alice Mintzer, Creative Development, DETOX features a roster of creative and emerging talent whose professional backgrounds span the spectrum of production and post.

DETOX’s services include live-action production, graphics packaging and CGI.  The company is also equipped to execute integrated campaigns including commercials, virals, web shorts and music videos.

Recent commercials and music videos include a comic integrated campaign via Hofstetter + Partners/Agency212 for Henson Alternative’s “Stuffed and Unstrung.”  The live puppet show unleashes Henson Puppeteers for adult-only audiences. Directed by Barney Miller, the spots were honored recently as Creativity’s “Pick of the Day.”

“What I’m bringing to the production industry comes from a creative editorial standpoint,” says Miller, best known as a commercial and music video editor and co-founder of Company X Edit. “My career in post, along with years of experience directing, informs the workflow of DETOX.”

Four directors comprise the inaugural DETOX roster: Barney Miller, Bruce Ashley and Terence Ziegler, with recently signed talent Aaron Brown rounding out the creative team. DETOX is currently ramping up its roster, with more director signings to be announced in the coming months.

DETOX has worked on an array of projects including Coke, VW, Dasani, American Express, Kohl’s, Wal-Mart, Colgate, and Ralph Lauren; feature films, including “Waitress” and “Serious Moonlight;” and music videos for Elvis Costello, Bruce Springsteen, Lenny Kravitz, Yeah Yeah Yeahs and, most recently, the music video for the Oscar-winning theme song from the feature film “Crazy Heart.”


Published April 6, 2010