Warner Bros. Names Blue Ribbon Content Creative Team

Peter Girardi will serve as the senior vp creative affairs at the digital studio.

Warner Bros. is getting its digital series production unit Blue Ribbon Content (BRC) rolling.

The studio, which was founded last year with a mandate to develop and produce new live-action shortform and animated programming for digital and virtual reality platforms, announced a number of key executive appointments that will form its creative team.

Warner Bros. Animation’s (WBA) Peter Girardi is adding responsibility for creative affairs at BRC in a new role as senior vice president of creative affairs at WBA and BRC. He will spearhead the development of all new programming for the digital studio, and will also oversee all creative matters for BRC’s existing shows and alternative projects.

BRC’s current series orders overseen by Girardi include an all-new live-action Mortal Kombat series — Mortal Kombat X: Generation — to be distributed by Warner Bros. Interactive Entertainment; the animated Justice League: Gods and Monsters Chronicles for Machinima; the animated Vixen for CW Seed, the digital-only studio of The CW Network; and the Batman: The Animated Series virtual reality experience, being produced in conjunction with OTOY Inc.

Zoe Friedman is also joining BRC as senior vice president of development. She'll have a day-to-day responsibility for developing and overseeing the ongoing production of shortform comedy series, with a focus on developing experimental concepts for programming. In this role, Friedman will also be charged with establishing relationships with new creative talent and discovering new production partners for the studio.

Lance Sloane will serve as vice president of development and production, where he will be responsible for managing the process of creating programming. He comes to BRC from Warner Bros. Home Entertainment, where he produced and oversaw production on the Mortal Kombat, H+ and Aim High digital series. He will manage cross-divisional collaboration within Warner Bros., and will oversee production and operational matters with outside production companies.

Former AwesomenessTV producer Alexandra Davis has ben tapped to serve as director of development  and production. She will work closely with Friedman and Sloane to develop new programming ideas, with an emphasis on experimental social series concepts, maximizing the potential for content to be shared across all social platforms. Davis will also spearhead BRC’s relationship with Alloy Entertainment to deliver new digital series, and she will represent BRC at film festivals and universities, leading the charge for new talent recruitment.

As previously announced, Andrew Mellett continues to manage the business, operations and sponsorships at BRC as senior vp distribution and strategy.

"The appointments and new hires of Peter, Zoe, Lance and Alex reflect the fast-growing nature of Blue Ribbon Content, with three new series, our first virtual reality experience and more than a dozen new projects currently in development," said Sam Register, who runs BRC in his role as president of Warner Bros. Animation and Warner Digital Series. "This Blue Ribbon Content creative team, with the varied and diverse experience of these highly talented executives in live-action, drama, comedy and animation, is well-placed to continue our mission of expanding and growing our digital series business."