Radke Films has cooked up a new identity for its storytelling wing, M.E.A.T. The division is now called STEAM and will continue to offer boutique-style storytelling spot production.

Meredith Dorion, STEAM’s executive producer, explains the rationale behind the name change. ‘We just found that after a couple of years, the name [M.E.A.T.] was not ringing as true anymore. We wanted to make it a bit more fresh and progressive.’

Although the name is different, Dorion says the company remains essentially the same. ‘We’re in the same office as before and we look the same, too,’ she laughs.

With a new logo on the way, both Dorion and head of sales Susie Neill are excited about the company’s new moniker. ‘We think the name has a good feel to it. And there’s a bit of synergy with Radke. And we like that feeling of just steam and the point of pressure where creativity really comes from,’ Dorion says.

STEAM also announced the return of David Wellington to its directors roster at the beginning of March. ‘He’s available for commercial work,’ Neill announces proudly.

Besides Wellington, the STEAM roster includes fellow Canadians David McNally and Stephen Markle. STEAM also has deals with a number of U.S. commercial production houses, taking on some of their directors for representation in Canada.

Across Canada, STEAM reps bicoastal spot shop Anonymous’ directors John Curran, John Dolan, Andrew Douglas, David Fincher, David Kellogg, Neil LaBute, Jeffrey Plansker and Malcolm Venville. STEAM also represents directors from three L.A.-based production houses in the Canadian market: Omaha Pictures’ Robin Armstrong, the RSA/USA directing team Speck/ Gordon and Visitor’s James Wahlberg.

The freshly named company also has deals with bicoastal spot shops Cohn & Co. (see above) and Hungry Man. Hungry Man directors, which STEAM is repping in the Toronto market only, include Brian Buckley, Allen Coulter, Mark Foster, Jim Jenkins, Young Kim, Marc Klasfeld, David Levin, Bennett Miller, Paul Norling, John O’Hagan, Hank Perlman, Rick Rabe, Marcos Siega and John Towse.

Dorion says the company is ‘trying to handpick directors and directing teams’ that will work in this market. In the meantime, STEAM’s attitude remains identical to that of its more carnivorous past.

Says Dorion: ‘We just want to do great creative and we want to have a great time while we’re doing it. We want people to feel that it can be like a think tank – and that they can really make a spot better when they come to STEAM.’ *