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Dat-way and Quad Productions are launching a new hybrid studio, co-founded by William Blanc and Rémi Campet, alongside producer Solène Chalmey-Meysselle.
Designed to combine agility with creative rigor, the label is built for brands that need to produce more, faster, without compromising ambition.
Three words sum up WAD’s vision: building production bridges. In a landscape where advertising formats are multiplying and brands are working with less time and tighter budgets.
Blanc, CEO of Quad Productions and co-founder of WAD, explains: “Our belief is simple: creative ambition should never be dictated by budget.”
WAD is built on a clear observation: today, brands must produce more formats, shorten timelines, and optimise budgets, while maintaining a strong creative standard. To meet this reality, Dat-way and Quad Productions have joined forces to launch WAD, a hybrid label designed to create content that ticks every box: agility, high standards, and impact.
The idea is to blend the efficiency of music videos, speed, flexibility, energy, with the discipline of advertising, where every visual and narrative choice serves a clear message. WAD brings together a new generation of directors able to move seamlessly between culture, strategy, and storytelling, with a strong focus on spotlighting emerging talent, rookies with fresh ideas and perspectives that break the mold.
Campet, CEO of Dat-way and co-founder of WAD, adds: “WAD is a framework that gives young directors, creatives, and project leaders access to a structured, committed network, one that can support bold visual statements with real creative value.” In terms of DNA, Dat-way brings its natural connection to the music scene and the talents driving it forward, while Quad injects its expertise in brand content and robust production, capable of supporting both ambitious films and high-volume short-form series.
A first concrete example: a Derichebourg film created with DDB Paris, in which a Golf 2 is dismantled and then crushed to the rhythm of a brass band. Recycling staged as a mini musical comedy, designed to break away from conventional codes and bring fun back to an ultra-rational topic. This is exactly what WAD stands for: content that captures attention without sacrificing substance.
At the same time, WAD continues to operate on its other natural ground: music. The label has just unveiled its first music video, directed by Sacha Andres for artist Alex Montembault, proof that WAD can move from one universe to another seamlessly.
Blanc sums it up: “Enabling demanding projects to come to life, projects that otherwise might never have existed, and giving talent the space it deserves perfectly captures our ambition with WAD.”
With WAD, the line between music video and advertising becomes secondary. What matters is creating smart, effective content aligned with the realities of a fast-moving market. The label positions itself as a bridge between creativity, strategy, and intelligent production.
