Siesta Entertainment sets up shop in Barcelona

EXCLUSIVE: Run by former Zeptolab distribution head Anna Shchur, this animation distributor is bringing its flagship project Black Moth to MIPCOM.
October 17, 2024

Production, distribution and transmedia specialist Anna Shchur, in collaboration with a creative team from Armenia, have launched Siesta Entertainment, a new Barcelona-based animation distributor offering a brand-building content development point of difference.

We launched Siesta Entertainment because we wanted to support fresh IPs and help them find their audience across multiple platforms—be it TV, social media, or even gaming,” says Shchur, who’s serving as CEO of the new company. “This strategy is also a perfect way to develop existing brands, ensuring they continue to grow and reach new audiences.”

Shchur previously spent more than a decade at global gaming company Zeptolab (Cut the Rope), serving in a number of roles before being promoted to head of content distribution in 2017 and executive producer in 2019. She is best known for her work on the company’s popular animated YouTube series Om Nom Stories (250 x 3.5 minutes), which reached millions of viewers globally and then sold to Netflix in 2023 and Disney in 2024.

Siesta launched quietly last month, and production is already underway on its flagship project, a 10 x 22-minute eco-fantasy series called Black Moth. This CG-animated original tells the story of 14-year-old musician Alice Evergreen (pictured, top), whose life takes a dramatic turn when she discovers the music she makes can transform her into an environmental superhero known as The Black Moth. Joined by a trio of fellow eco-heroes, the teens set out together to protect nature and restore balance to the world.


Created for audiences ages seven and up, and zeroing in on a core demo of nine- to 12-year-olds, the series tackles themes of self-doubt and responsibility, and aims to inspire kids to take environmental action in their own lives and communities.

Industry veteran Kaaren Lee Brown—whose credits include Netflix’s Super Monsters and Tarzan & Jane, Peacock’s Supernatural Academy and Amazon Prime’s S.M.A.S.H!—is installed as a creative producer, story editor and head of the writing team on the project. Shchur will head up distribution and brand development, while also serving as a producer.   

Animation services are assigned to freelance teams in Armenia and India under the creative direction of Lee Brown in the US. Music production and voiceover work is also being done stateside. And emerging talent Daria Rud, who has an illustration and animation degree from California State University in Long Beach, is directing the series.    

Siesta is coming to MIPCOM with the first episodes of Black Moth to show potential buyers, investors and co-pro partners, and Shchur will provide insights into the project’s transmedia strategy at her “Strategic Art of Producing Kids Content” panel at MIP Junior this Saturday. With an average per-ep cost at just over US$382,000, season one is already fully financed and expected to deliver by fall 2025. 

Its initial development and funding was led by Media Distribution Company (MDC), an Armenian content distributor, and financial investors from the MENA region joined in later to support the production. 

Siesta has also begun pre-production on a 16 x 22-minute second season, which is half financed. The final budget for season two will be locked after the development and scriptwriting phases are complete. 

The senior leadership team at Siesta is currently being assembled, but Shchur notes that the core creative team working on Black Moth is also actively involved in Siesta’s operation at the moment.  

After being introduced to Black Moth by its Armenian team, Shchur chose the series as the company’s flagship project because of its potential to expand into music, social media and merchandising with an eco-conscious focus. And she says some broadcasters have already provided “fantastic feedback” after early looks at the project.

Siesta has big plans to develop an extensive YouTube strategy through MCN channels, but music will also be an important brand pillar. “We see Alice as both a digital music creator and influencer, so we’re exploring collaborations with music labels to distribute her songs, and are even considering virtual live concerts on platforms like Roblox,” says Shchur.

The plan is to align the character with the modern landscape of AI, social media and technology, positioning Alice as a relatable influencer for young audiences and integrating her in challenges, music videos and interactive content on TikTok and other short video platforms like Instagram Reels, YouTube Shorts and Snapchat Spotlight. 

Siesta is currently in discussions with bloggers to create campaigns around Alice and her friends, as part of a broader marketing investment to build a community that embraces eco-positive living. “We see Alice not only as a musician, but also as a role model for a movement we hope to inspire,” says Shchur.

Siesta is also actively seeking partners to help develop interactive Roblox gaming experiences for Black Moth that incorporate eco-friendly missions aligned with the show’s themes. And rhythm-based games like Beat Saber, Rhythm Heaven and Hi-Fi Rush could inspire other potential games for the IP, adds Shchur.  

Black Moth books, graphic novels, and comic books are part of the transmedia strategy to dive deeper into character back-stories, introduce new plotlines, and explore aspects of the world that might not be fully covered in the TV series.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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