Production veteran Jenny Lumpkin has launched Modern Standard, a new creative production and post network that gives agencies and brands access to pre-vetted talent and production capabilities that can flex around individual projects.
Rather than operating as a traditional production company or artist representation firm, Modern Standard is structured as a creative ecosystem that assembles teams around the needs of each project.
The network brings together producers, directors, photographers, creative and production strategists, full-service production companies, post-production, audio post, music, experiential marketing, AI specialists, public artists and fine artists.
At the center of the model is Lumpkin’s belief that chemistry between collaborators can impact the finished work as much as the individual talent involved.
“This chapter is a dream scenario for me, offering a new business model, a sharper focus and a passionate team I’m genuinely excited about,” Lumpkin said. “Modern Standard is about bringing together the right people for the right project and creating an environment where great work can happen naturally.”
That means avoiding a rigid roster or predetermined production structure and instead building a team around each brief.
REELated:
Andrew Robertson takes helm of Omnicom as Troy Ruhanen retires
“Modern Standard is not about maintaining a fixed roster simply for the sake of having one, we are a creative ecosystem,” Lumpkin noted. “It’s about listening to each client’s unique needs, knowing the talent, understanding what makes them great, and knowing how different people can complement each other.”
The company’s philosophy also emphasizes the way teams work together, with Lumpkin positioning Modern Standard around collaboration without ego, burnout or a prescribed process.
“We can build the team around the idea rather than forcing the idea into a predetermined structure,” she added.
Lumpkin brings extensive production experience to the venture. She previously co-founded The Cre8tors Group, Inc. with Dani Jackson-Smith, building a creative production company and network spanning advertising, entertainment and culture.
Following the dissolution of The Cre8tors Group, Lumpkin used the opportunity to rethink traditional production and artist representation models and develop a more flexible approach.
Joining her at Modern Standard are Executive Producer Robert Mulligan, Operations Manager Adora Wilson-Eye, Marketing Manager Armani Barron and Business Manager Troy Holmes.
For agencies and brands increasingly assembling bespoke teams across production, post, experiential and emerging technology, Modern Standard is betting that flexibility itself can become the model.
The standard, in other words, is no longer standard. REEL 360 News wishes Jenny the best of luck in her new venture.
