Lemonade Reps rebrands as Lemonade Collective
Lemonade expands with new branded entertainment arm Lemonade Labs, appoints Connor McRae, and evolves into Lemonade Collective.
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Lemonade Reps, the leading London‑based commercial film production and directors representation company, has rebranded as Lemonade Collective, bringing together three complementary arms under one connected model.
- Lemonade Talent (formerly Lemonade Reps) - representing boutique production companies across live action, animation, post, AI and immersive.
- Lemonade Presents - a cultural events programme connecting filmmakers, artists and the wider creative industries through curated events and conversations.
- Lemonade Labs - a branded entertainment studio developing ideas for linear TV, streamers and social‑first formats, funded by brands.
As advertising and entertainment continue to converge, brands are moving beyond traditional campaigns and into content audiences actively choose to watch. At the same time, agencies, broadcasters and streamers are embracing new funding models, creating a fast‑moving landscape with huge potential but little structure. Lemonade Collective has been built for this moment - uniting talent representation, cultural events programming and a dedicated branded entertainment studio into one ecosystem where ideas can be developed, funded and brought to life with the right creative partners.
Lemonade Labs is a first-of-its-kind brand-funded entertainment development studio, with a unique perspective across both advertising and entertainment. As a production-agnostic development studio Labs leads with developing entertainment-first ideas for brands and agencies, before leaning on their extensive creative network to find the strongest production partners for each project. The result? Creating work audiences actually choose to watch.
The Lab is currently developing a slate of projects with brands and agencies including a documentary feature film for a global streamer, a youth-skewing creator-led digital format and a competitive factual entertainment format for a linear broadcaster. Lemonade Labs will be led by Connor McRae, joining as Head of Branded Entertainment, working alongside Corin West, Founder and Managing Director, and Katie Millington, Executive Producer and Creative Partnerships Director across the Collective.
Lemonade Talent will continue to support agencies by connecting them with their boutique production partners across advertising, while Lemonade Labs expands into brand‑funded, entertainment‑led storytelling, feeding back into the Lemonade Collective network and elevating the scale and ambition of the stories they help bring to life.
Lemonade Collective Founder West comments on the rebrand: “As someone who’s spent years working across the UK’s creative industries and building a wide network of filmmakers, agencies and production partners, it’s clear to me that the time is now. Brands aren’t just commissioning ads anymore, they’re increasingly funding entertainment. Lemonade Collective has been built for that moment, and we’re already collaborating with agencies on briefs that sit right at the heart of this shift.
Audiences are more selective than ever, and brands are looking for work people actively choose to engage with. At the same time, the line between advertising and entertainment has been dissolving for years. There’s a real appetite from both brands and filmmakers to meet in that space, and Lemonade Labs is the connector that gives structure to that evolution.”
McRae brings experience across advertising and long‑form entertainment, having developed ideas with international brands (L’Oreal, Red Bull, Land Rover Defender) for linear broadcasters (BBC, ITV, Channel 4, Sky, Channel 5), global streamers (Amazon Prime Video, Netflix) and social platforms. His focus is on helping brands move beyond campaigns to develop entertainment with longevity. He will lead the development of formats, series and one‑offs designed to live as entertainment first.
McRae, Head of Branded Entertainment at Lemonade Labs says: “Creatively, we’re at a point of massive opportunity. Brands are operating differently, and broadcasters are open to new funding models. It’s two worlds coming together in a way that genuinely works, both creatively and commercially.
This is not about traditional product placement or sponsorship; it’s about brands becoming embedded within premium entertainment made for audiences, not ad breaks.
My background in TV development has allowed me to develop shows across the full unscripted spectrum, from one-off documentaries to shiny-floor studio formats and large-scale competitive reality series. I am excited to keep collaborating with brands and agencies wishing to put their stamp on work that audiences don’t just passively watch, but actively seek out.”
With over two decades of global production experience, including ten years leading production companies in Australia and New Zealand, Millington continues as Creative Partnerships Director across Lemonade Collective and Executive Producer of Lemonade Labs, overseeing projects from development through to production.
Millington adds: “We started with a simple question: how do we embrace this shift and create new opportunities for the production companies we already represent, not as a departure from what they do, but as a natural extension of it.
Having worked in Australia and New Zealand, I have seen first-hand how effective this model can be. Brands and agencies there are already far more fluent in developing brand-funded entertainment, and the results speak for themselves.
At Lemonade, there is real chemistry between us. From the start, it felt like Corin and I were completely aligned on what this could become, and that kind of clarity is rare. Connor and I go way back, so there is already a shared language in how we think about ideas. Corin has built a culture that genuinely supports a collaborative, free-flowing way of working. It’s exactly the kind of environment you want when you are building something new.”
Lemonade Collective will introduce Lemonade Labs at Brands Entertain Me, a new addition to the Lemonade Presents calendar focused on the advertising and branded content sector. The event will take place at The Soho Hotel on 27 May.
Brands Entertain Me will bring together brands, agencies, broadcasters, streamers and production companies to explore how brand‑funded entertainment is being made in practice, and to tackle the biggest conversations shaping adland and the branded content space today. Moderated by McRae, the panel will explore everything from deal structures and IP ownership to creative control and editorial integrity.
