Link 2 Media, a Toronto commercial, music video and long-form production house headed up by Ron Heydon, has launched a new division, Proteus, to handle commercial and music video work. Link 2 will concentrate on long-form projects.

Manning the new entity are director/producers Craig Bernard and Billy Dunlop.

‘I wanted other producers to be involved in repping for music videos and commercial production. I’m focusing on tv shows, documentaries and longer format film,’ says Heydon, who’s currently producing a documentary on ‘The Dude,’ the real-life champion of independent film who inspired the Coen brothers’ hit movie The Big Lebowski.

Heydon says Proteus is currently bidding on a number of commercial jobs and has already produced two music videos – for Edwin and Flybanger.

It is this music video bent that will provide the Proteus style for its spot work, says Heydon.

‘[We bring] a music video feel and look. But it’s also who the client is. What’s their product? What are they all about? What’s their market? We’re definitely interested in a younger audience/market instead of life insurance for 55 and over, or something,’ he says.

Proteus will also carry on Link 2’s dedication ‘to making interesting visual effects’. The shop will work exclusively with the effects masters at Command Post/toybox, who Heydon describes as ‘the best in the business.’

Link 2 spot credits include Burton Snowboards, Diesel out of Italy and New World Telephone.

In addition to Heydon, Bernard and Dunlop, the Proteus director roster includes: Alex Boothby (music videos only), Mike Downie, Istan Rozumny (music videos only), Walter Biljan (u.s. and u.k. only), Dominic Jackson (Canada and u.k.), Akim Triebsch (music videos only) and David McIllvaney.