LivelyGroup rebrands, launches live-action business
November 13, 2018

LivelyGroup rebrands, launches live-action business

NEW YORK CITY — Creative studio LivelyGroup has rebranded as LVLY (, as well as launched a new live-action division called LVLYhood. Within its new structure, the studio is combining creative divisions BlueRock, Spontaneous and Scarlett, and centralizing their efforts under the LVLY banner. LVLYhood is a new production partner that falls under the LVLY banner. Focusing on the live-action space, the company will draw from a diverse roster of independent talent to create content that’s inspired by art and story.

The team guiding the evolution of LVLY is CCO Darryl Mascarenhas, EVP Cara Cutrone, EVP Wendy Brovetto and CEO/owner Ethel Rubinstein. Brovetto and Cutrone will continue to oversee the day to day management of the companies with Brovetto leading editorial and LVLYhood and Cutrone leading design and visual effects as well as continuing to oversee Decibel, the sound studio launched last year.

“Today, it’s critical to be both exceptional and focused,” says Darryl Mascarenhas. “Our focus has always been making beautiful content while providing maximum agility for improving and building upon ideas. The rebrand to LVLY signifies our commitment to help our clients bring that focus to their ideas and make faster decisions during the creative development process.” 

As LivelyGroup, the company’s credits included work with brands such as Amazon, L’Oreal, IBM, HBO, Louis Vuitton and Bloomberg. 

“Whether it’s crafting an integrated visual campaign or developing software to address our client’s needs, LVLY has never stopped innovating,” says Ethel Rubinstein. “We are proud to continue our 40-year tradition of creating quality content while empowering our clients to do more, say more and make things like never before.” 

Check out the studio's recent work for Zara, HERE.