Turner Officially Launches Digital Brand Super Deluxe

Courtesy of YouTube/Super Deluxe
'Boss Bitch'

Projects include animated shorts, subversive comedy videos and half-hour shows.

Turner is making a bet on the growing audience for mobile-ready video with the official launch of edgy new comedy brand Super Deluxe. 

The broadcaster quietly set up the digital video shop last fall with former CBS Films executive Wolfgang Hammer leading the charge. The first videos from the brand began appearing on YouTube in December as the company staffed up with former BuzzFeed and Vice employees, but the company has remained quiet about its mission. 

Until Tuesday night, that is, when Super Deluxe threw a distinctly new-media party at its downtown Los Angeles offices, complete with a vending machine proffering beer and an arcade claw game with marijuana as the prize.

It was all to set the tone of the new venture, which is focusing on what is described as subversive comedy. Recent projects include a series meant to be watched while stoned and an animated video called "Boss Bitch."

Over the last six months, Super Deluxe has distributed content across Facebook, YouTube, Instagram, Vimeo, Twitter and Snapchat. But it also is eyeing TV distribution for some of its projects. The company has partnered with Stephen Gaghan (Traffic) as an ongoing executive producer and also has signed a development and production agreement with Tim and Eric Awesome Show's Tim Heidecker, Eric Wareheim and Dave Kneebone. It also is developing projects with creators including Dean Fleischer-Camp, Jen Tullock and Brandon Rogers, writer and creator of Super Deluxe half-hour series Magic Funhouse

"When you combine the storytelling know-how of television development with the vibrancy and audience-first approach of digital content creation, you end up with an explosive mix that is exciting for audiences, TV buyers and brands alike," said Hammer.

Although Super Deluxe is a Turner brand, it is operating as an independent unit that reports to Turner chief creative officer Kevin Reilly, who attended the launch party and has put his support behind the project. "Our belief in the value proposition of 'premium plus personalization' now extends into the emergent ecosystem of mobile centric consumers and next-generation creators thriving in that space," he said.