Entropico Originals: Transformative Narratives in Storytelling, from Sydney to Los Angeles
"Entropico has always aspired beyond advertising," says Tim Burnett, who heads up scripted series and features for production company and creative studio Entropico.
When it was founded in 2013 in Sydney Erin Moy and Harry Hunter, two of the co-founders of Entropico, had always envisioned being more than a traditional commercial production company, aiming to blend advertising with entertainment seamlessly.
In just over a decade, Entropico’s creative tentacles have spread. These days, it has offices in Sydney and Los Angeles, bolstered by a global network of freelancers. The company's 40+ in-house team excels in taking on everything from film and photography to branding, experiential projects, and post-production. Their work spans billboards, screens, stages, and social media, earning accolades from industry giants like Google, Netflix, Apple, and Adidas, including prestigious awards such as AWARD, Clio, and D&AD, alongside nominations for ARIA and VMA.
In a bid to delve deeper into the entertainment space, Entropico recently launched Entropico Originals, an entertainment division headquartered in Sydney and Los Angeles. This new division builds on the success of their debut feature documentary, ONEFOUR: Against All Odds, which traces the ascent of OneFour, a Sydney-based rap group of Pacific Islander origin, heralded as Australia's first drill rap stars, who remain resolute despite attempts to prevent them from performing. The film reached #2 on Netflix upon its release.
Still from Entropico's feature documentary ONEFOUR: Against All Odds.
Erin Moy, co-founder and chief creative officer, heads Entropico Originals, Tim Burnett in Sydney and Christian Polsinelli, who focuses on unscripted and experiential projects in Los Angeles. Together, they aim to pioneer innovative, compelling content across various genres.
Entropico Originals' initial projects showcase a commitment to dynamic storytelling, including Game On, an interactive gaming culture celebration. A diverse slate of scripted and unscripted projects is now in development — from animated children's series to psychological thrillers and groundbreaking competition formats. This expansion marks a pivotal moment for Entropico, solidifying its global standing while nurturing Australian filmmaking talent.
Christian Polsinelli, drawing from his experience in unscripted reality TV, emphasises Entropico’s longstanding commitment to original content, which has been fundamental to the founders' vision since its inception.
"Our journey started with music festivals and videos and expanded into commercials," Christian says. “But original, compelling content was always at our core."
Years in the making, this vision now drives their renewed focus and dedication. "It's fulfilling a dream we've nurtured for years," Tim adds, highlighting their commitment to projects rooted in original intellectual property.
As Entropico navigates this new phase, balancing commercial advertising commitments with the meticulous craft of original productions poses challenges.
"Many production companies struggle with this shift," Tim says.
However, the shift is also an opportunity for Entropico to carve a niche in advertising and original content, leveraging its diverse talents and steadfast commitment to storytelling innovation. Tim and Christian envision a future where Entropico Originals meets and exceeds global expectations, setting new benchmarks in quality and relevance.
In their pursuit of compelling narratives, Entropico Originals explores stories beyond urban centres, championing voices from rural and regional areas both in Australia and the USA.
"We've been cultivating scripted projects and exploring unique narratives," Tim reveals. Christian adds, "Our goal is to present these stories globally, capturing their essence with cinematic quality."
Tim stresses the importance of authenticity in global storytelling. "You don't need to sacrifice uniqueness for international appeal," he says. "A well-told narrative, rooted in specific experiences, can resonate universally." Tim anticipates growth and refinement as Entropico Originals establishes itself as a premier global content producer.
Entropico Originals' proactive approach includes early-stage collaborations with writers and directors, ensuring projects align with their creative vision from inception. "We're creating projects and partnering with storytellers," Tim explains. This strategy prioritises original intellectual property and diverse storytelling, fostering a vibrant slate of productions that push creative boundaries.
As they chart their course, Tim and Christian emphasise Entropico’s commitment to innovation and quality, underpinned by Entropico's collaborative spirit and visionary leadership.
"The team's diverse backgrounds enrich our creative process," Christian says before Tim echoes, "At Entropico, creativity flourishes, supported by a community passionate about pushing creative boundaries."
The team now aims to set new media standards by blending fresh perspectives with production expertise. "We're infusing our creative perspective into formats and scripts," Christian says.
Tim envisions Entropico Originals as a catalyst for impactful storytelling, resonating globally while maintaining distinct voices and perspectives.
"Our goal is to create content that captivates and inspires," he affirms, underscoring their commitment to enduring viewer engagement and cultural significance.
As Entropico Originals emerge, the goal is simple: don’t just be a production arm – be a driving force behind transformative narratives. The team are optimistic as they prepare to redefine storytelling and influence global media.
