Commercial production company Production At Large launches

Photography studio Agent At Large has launched Production At Large, a commercial production company. 

Founder Peter Gearing has created the business to represent a group of directors that work across sport as well as all other genres of branded content, both long-form and short-form. Gearing will serve as managing director. 

Joining Gearing at the company is former RSA Films and Blink director Darius Norowzian, who becomes head of film. He has creative oversight over Production At Large’s output, as well as directing himself. 

Other directors at launch include Big Bolder, Bobby Eccles, Matthias Lebeer, and Luke Logan-Malik. Logan-Malik has regularly worked in sport, including on McLaren’s Senna Helmet film, shot using 150 cameras to create an in-camera bullet-time sequence. 

Norowzian said: “There’s so much beautifully made work out there that you pretty much forget five seconds later. The answer isn’t more polish, it’s more point of view. We’re blessed with directors who have something genuinely distinctive to say, including fresh voices that haven’t yet been given a commercial platform. My role as head of film is to give them, and every project we take on, the creative backing to push that perspective all the way through the process. That’s how we make work people actually notice.”

Gearing added: “We’re bringing back old-school values of transparency, honesty and trust. In a world where nobody seems to have enough time, I make as much time for directors as I do for agencies and clients, providing the care, support and straightforward advice they all need to succeed. Because when directors feel properly supported throughout the process, the work gets better and everyone benefits.”