Frantic Films is expanding its efforts to include advertising with a new division aimed at branded content and commercials.

Led by advert and brand veterans Jeff Peeler and Wai Pheng Gan, under CEO Jamie Brown, Frantic Branded Content + Commercials bills itself as a specialist in ‘integrated entertainment content’ for both new and old media.

‘As advertisers shift away from high-priced 30-second creative, the relationship and dependence on experienced producers who can also act as creative partners will continue to increase,’ said Peeler in a statement. ‘With our track record and access to the right talent, our goal is to be the authority on branded content, helping our clients and agencies create effective content for this new form of advertising.’

Frantic has offices in Toronto and Winnipeg and is noted for its production and, previously, its FX efforts, before selling that division to India’s Prime Focus.

Frantic plans to make ad-minded television series, shorts and features as well as traditional television commercials. The company says it is in development on a 10-episode network series that features an advertising agency and a different brand at the forefront of each episode.