Communications and entertainment group Common Interest has taken a minority stake in MIRIMAR, the LA-based creative company whose work spans branded films, creator collaborations and campaigns for studios and streaming platforms.
The deal gives Common Interest a path to majority ownership, while MIRIMAR’s founders and partners become equity holders in the group.
Founded by brothers John and Luke McKelvey, MIRIMAR has worked with brands including Beats, Rocket and Five Guys, alongside Apple TV+ and Netflix. Its projects include a Beats film starring creator IShowSpeed and directed by Daniel Wolfe, which won a Tribeca X Award this year.
The investment follows SISTER Group’s investment in Common Interest in September, as part of a strategic partnership to develop IP with brands involved from the outset. SISTER was co-founded by Elisabeth Murdoch and Jane Featherstone.
MIRIMAR will continue to operate independently under its own name, with its leadership and teams in LA and New York unchanged. Luke McKelvey remains CEO and John McKelvey remains chief creative officer. Both will work closely with Common Interest founder and CEO Anthony Freedman.
“We believe in the power of entertainment to have audiences lean in and engage in a way that is very different from traditional ads,” said Luke McKelvey. “We set out to develop original ideas that, from the start, are a mix of concept, talent, entertainment, and PR all built in to earn attention.”
MIRIMAR’s work connects entertainment production with the marketing and distribution of content across streaming, social and live platforms. The company is supporting the launch of Five Guys’ On The Line: The World Burger Games, a multi-part documentary series on Prime Video, with an experiential and influencer-led campaign.
It has also worked with the Apple TV+ team on Mythic Quest and partnered with Netflix on content development and campaigns to promote its films and series.
Alongside its brand work, MIRIMAR is partnering with Square Zero Films to launch Exit Right (working title), a feature written and directed by Thomas Morgan and starring Susan Sarandon and William H. Macy.
For the 2026 Super Bowl, MIRIMAR and Rocket reimagined Won’t You Be My Neighbor? from Mister Rogers’ Neighborhood, with Lady Gaga performing the track in an accompanying film. Other projects include the Beats short film Ricallen, featuring NFL quarterback Josh Allen and Formula One driver Daniel Ricciardo.
“We come at it from the shared values between the story, the talent, and the brand,” said John McKelvey. “We ensure we are creating something authentic, and then put a level of craft into the work so everyone can be proud to put their name to it.”
Freedman added: “MIRIMAR’s creative work truly blurs the lines between brand and entertainment and embraces entertainment-first formats that audiences already love. These are audience-first entertainment pieces built for brands. They don’t replace traditional advertising and communications. They sit alongside them and give brands cultural moments people can fall in love with.”
Pictured Left to Right Luke McKelvey, Anthony Freedman, John McKelvey
