Add Ari Halper to the list of creatives who are starting a company in the middle of a global pandemic.
Halper, who was promoted to creative partner of FCB North America earlier this year, has left the IPG-owned agency to start Sauce Idea Lab, a self-described “new breed of creative company.”
“The name Sauce fully embraces the tenor of the times because, by its very nature, sauce is fluid and we are all having to adapt these days like never before,” Halper said in a statement. “So, to say that Sauce is any one thing would defeat the purpose of what I am trying to build.”
He went on to describe the firm as a consultancy mixed with creative, branding, naming, design and innovation, and noted that it plans to publish a children’s book in the fall.
“In short, I want Sauce to become an invaluable resource for anyone who believes they’ve got a good thing cooking but that it could be better,” he said.
Sauce Idea Lab already has a project under its belt. It recently responded to the United Nations’ open brief asking creatives to help spread health messages to combat coronavirus. The result is the animated film “Six Feet” that addresses the importance of social distancing. Halper said the film was created in two weeks with help from producer Kelly Fagan.
Halper said he chose to leave FCB after consulting with global creative officer Susan Credle and reassessing his role as North America creative partner in light of the pandemic. Prior to taking on the creative partner role, Halper served as FCB New York’s chief creative officer since 2016. Under his leadership, FCB New York won a Grand Prix at Cannes Lions for Burger King campaign “Whopper Detour.”
“Ari has been an incredible contributor to FCB both in New York and around the world. We are in a better place because of his talents,” Credle said in a statement. “I personally wish him all the best as he takes his talents and dives into this personal adventure.”
