Introducing Baby Teeth, a Creative Company for Brands, Talent and Entertainment

Baby Teeth has launched globally. The creative company will work in partnership with brands, star talent, and entertainment services. Baby Teeth will focus on ideas and making across three key areas: film and content, brand partnerships and intellectual property (IP).

Baby Teeth will operate at the intersection of brands, entertainment and talent, where IP and brand partnerships now play a pivotal role in building legacy and long-term commercial success. Unlike traditional agencies, Baby Teeth will partner with established and emerging brands, talent agents, production companies, record labels and broadcasters – allowing for projects to come from multiple starting points. The work will take the form of ideas, and their production – from brand campaigns, entertainment formats and talent partnerships to artist-led installations. The commitment will be to artistry and style across whatever format the ideas take.

The creative company is founded by Lynsey Atkin (Channel 4, Conde Nast, BBH, McCann), Chris Watling (Somesuch, Droga5, BBH) and Rebecca Lewis (Gordon Ramsay Brand, Droga5, T&Pm). The celebrated trio of founders have a track record of creating and delivering work that transcends traditional notions of advertising. They have earned some of the most prestigious awards in the Advertising and Film industry, and are the creative forces behind a long list of campaigns, films and brand partnerships recognised at major international shows including the BAFTAs, Cannes Lions, The British Arrows, D&AD, Clios and the AICP, with work archived at the Museum of Modern Art, New York.

During their careers, the trio has worked for notable broadcasters, publishers, filmmakers and talent. Having also previously worked together in agency roles, Lynsey, Chris and Rebecca have launched Baby Teeth to give brands and talent unparalleled access to creative ideas, high-value production, and the ownership of creative DNA through IP. Baby Teeth's point of difference within this space is the founding trio’s expertise which spans creative direction, production, and brand partnerships, allowing Baby Teeth to both develop and deliver IP for their clients.

The trio will build bespoke teams across their projects, partnering with talent from their expansive network of world-class creatives, directors, and tastemakers.

Lynsey Atkin, founder, Baby Teeth said, “The world is being filled with too much work that isn’t interesting enough. We want Baby Teeth to partner with brands and talent that have conviction, taste and ambition, to collectively collaborate with people we hugely admire, all in service of making new ideas with a sharp point of view.”

Chris Watling, founder, Baby Teeth said, “We have built Baby Teeth to work with ambitious partners on ideas that can grow into entertainment, partnerships and lasting properties. A producer mindset sits right at the heart of that. Whether we’re concepting, commissioning, supporting or executing, it’s about partnering with the right people, in the right way, at the right time—to make something with real value and meaning.”

Rebecca Lewis, founder, Baby Teeth said, “Ideas are more important and more valuable than they have ever been. With the right talent and the right execution, great ideas now have the potential to evolve into brilliant IP that creates long term value. We want to treat creativity as a business not a service - moving beyond transactional relationships with our partners and towards genuine partnerships.”

Anthony Freedman, founder and CEO, Common Interest said, “Baby Teeth is exactly where the future of brands and entertainment is going. And who better to reimagine what is possible within these worlds than Lynsey, Rebecca and Chris - three of our industry’s most awarded and creative leaders. I can’t wait to see what they build now we’ve joined forces.”