The Multi-Genre Approach: How WSF Bridges Creativity and Business

By Joshua Blum and Han West

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From the start, Washington Square Films has been a multi-genre production company. We began by creating poetry films for PBS and MTV — short-form, high-production-value pieces that caught the attention of ad agencies and commercial directors, ultimately launching our commercial division. These early projects allowed us to establish a reputation for bringing a cinematic, narrative-driven approach to branded content, which remains a core element of our work today.

This cross-pollination of art and commerce is a defining characteristic of multi-genre production companies. At WSF, we have discovered many of our commercial directors through feature films and, in turn, collaborated with them on their narrative projects, creating a synergy that works for both sides of the business. For example, J.C. Chandor initially came to us as a commercial director, and we went on to produce three feature films with him, including "Margin Call" and "All is Lost". Similarly, we met Joshua Weinstein and Lana Wilson through the feature world before teaming up with them on branded content. These relationships reflect the philosophy of nurturing talent across multiple formats and genres, allowing both commercial and narrative projects to inform and elevate each other in ways that directly benefit our clients.

The multi-genre approach offers unique advantages for agencies and clients, both practical and cultural. On a practical level, we have access to talent that isn’t readily available to everyone. This includes not only below-the-line talent like cinematographers, editors, and designers but also actors, writers, and off-roster directors. Our relationships with major talent agencies allow us to bring unique collaborators to projects — individuals who might otherwise be out of reach. This access enables us to create distinctive work that stands out in a crowded marketplace, providing clients with exclusive creative opportunities.

On the cultural side, agencies and clients benefit from working in a vibrant, creative environment that fosters innovation and collaboration. At WSF, we’re fortunate to own our space in the heart of NoHo, which has evolved into a well-known creative hub. It’s not uncommon to see a fitting in the production space, a script reading in the conference room, and a film being edited upstairs — all happening simultaneously. This atmosphere helps spark new ideas and connections, making the creative process more engaging and rewarding for everyone involved. The lively energy of a multi-genre space inspires creative breakthroughs that clients wouldn’t find in more traditional, single-focus production companies.

Beyond our core production capabilities, we also produce live theater and co-own a performance space. This adds both practicality and a fun factor, providing a unique setting for events, rehearsals, and showcases. For agencies and clients, it’s an opportunity to engage with the arts community more deeply, tapping into fresh creative perspectives. We’re happy to extend invitations to screenings, shows, and events, creating a richer, more immersive creative experience that fosters long-term relationships.

Ultimately, what sets multi-genre production companies apart is their ability to adapt to the evolving needs of the industry. Whether producing feature films, branded campaigns, documentary series, or live events, they bring the same level of care and creativity to every project. This flexibility allows them to remain at the forefront of both the entertainment and advertising worlds, creating work that resonates across audiences and platforms.

At their core, multi-genre production companies are committed to storytelling in all its forms. They recognize that great stories can come from anywhere—a brand brief, a script, or a live performance—and their role is to bring those stories to life in the most compelling way possible. By bridging the gap between art and commerce, multi-genre production companies create work that not only meets the needs of clients but also leaves a lasting cultural impact.

Learn more about Washington Square Films here.

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About Joshua Blum:

Joshua Blum is the President and Founder of Washington Square Films, a production and management company with offices in New York and Los Angeles. Blum has served as a producer or executive producer on such feature films as A Most Violent Year, Listen Up Philip, All is Lost, Wendy and Lucy, Margin Call, Old Joy, And Everything is Going Fine and Francine. Blum’s films have been nominated for four Academy Awards, two Emmy Awards (winning one), seven Independent Spirit Awards (winning one), received two Peabody Awards, and been nominated, and won dozens of other awards and honors. In the commercial space, Blum has produced commercials and branded content for such top brands as of Pepsi, Ford, Apple, Match.com, Coke, Chevrolet, Honda, Delta and IBM, among numerous others. WSF’s branded work has earned numerous accolades including two 2015 Cannes Lions for “The Snickers Write-Off” and “Red Sox: Green Monster” for Benjamin Moore.

About Han West:

Han West (EVP of Production/Executive Producer, Washington Square Films) has built a career providing architecture for storytellers. As a producer and executive in motion pictures and advertising, his role brings the creative visions of his collaborators to life while considering the needs of stakeholders and the intricate details of execution.

Throughout his career, he has had the privilege of producing numerous feature films, hundreds of commercials, and many other forms of content (from virtual reality to experiential) for top-tier agencies, blue chip brands, and major movie studios alike. His work has played Sundance, Tribeca, SXSW, and the Super Bowl, and has been recognized everywhere from Cannes to the Independent Spirit Awards.