On its fifth anniversary in Hollywood, Play Editorial has rebranded itself as a TV marketing boutique, with four operating units. Play founder Michael Victor reports that the transition was made to “better reflect its expanded array of client services.” The company specializes in HD/SD creation of TV promos and trailers, full promo packages, launch campaigns and sizzle reels.

“When we opened our doors in 2005, a good deal of our work load was comprised of pure, standard definition editorial services,” says Victor. “Along the way, we’ve significantly evolved our creative expertise, and have had the good fortune to utilize a diverse array of extremely talented producers and post production artists. Our staff members are accomplished across the areas of writing, producing, audio and sound design, and motion graphics and FX, and significantly embellish our award winning editorial, over 50 percent of which is now being finished in high definition.”

The new operating units include Play/Creative (brand strategy, messaging, and script writing services), Play/Editorial (HD and SD editorial services via Avid HD and Final Cut Pro HD systems, color correction, and online editorial), Play/Motion (design of original motion graphics and visual effects), and Play/Sound (full audio mixing, editorial, and layback capabilities).

In related news, Play was recently nominated for two 2010 Promax/BDA Awards in the categories of Best Stunt Promotion: On-Air and Best On Screen Services Promotion. The first nomination was for its work on behalf of client SyFy. Play created an original “Twilight Zone Marathon” 30-second promo spot for SyFy, which was presented in a comic-book style. The second nomination was for a 30-second spot, “October Barker,” on behalf of its horror web channel client, FEARnet.

Victor notes that Play “specializes in creating marketing solutions with one ‘look and feel,’ combining a strong voice with a dynamic style. We’ve become known for our success in promoting content in the genre of drama. As a result, our clients are now bringing to us bigger—and even more impactful—projects, on a daily basis.” Among the company’s clients are E! Entertainment Television, Warner Bros. Television, SyFy, FX, ABC, BIRD, FEARnet, USA Network’s emerging “Sleuth” network, and many others.