"I've encountered two kinds of companies as I looked for a new home," McCullough (pictured, bottom r.) says of the move. "Those who are forward-thinking, embracing the various media platforms out there, and those paralyzed by fear. I'd much rather be with people who've figured out how to tackle today's challenges and who have the resources to win the game. And that's Square Planet."

Indeed, the Square Planet moniker is derived from an understanding of today's marketplace. "Whether it's TV, Web, or Mobile, it's a four-cornered window," says Square Planet Executive Producer Caroline von Weyher. "We bring tremendous resources to the integrated production of content for every screen."

Damon started shooting print, broadcast and web content nearly a decade ago, for clients such as Boeing, Goodyear, Toyota, GM, Nissan and Honda. With his legendary eye for framing, lensing and lighting, and a staggering collection of customized gear, Damon pioneered this approach with clients long before it became the hot topic it is today.

Damon has seen a sharp increase in his multiple platform work over the past few years. He says his experiences helming countless projects for agencies and clients in the US, Japan and Europe informed the creation of Square Planet. "It started with shooting in Asia and Europe - if we were going to ship a car to Portugal or Dubai, they didn't want us to just shoot the print or the live action," Damon recalls. "They wanted everything - digital, web, broadcast, print, CG." Now, he notes, agencies in the US and worldwide are looking for the same turn-key production.

"It's never been more relevant than it is today," comments Damon, who says having one director/photographer overseeing the creative content for multiple platforms makes for seamless execution and insures creative continuity. "I've been hired many times to come to a live action set and shoot the print; it's always short-changed, squeezed in at the end of the day with less than ideal lighting conditions. On our sets, print and live action are given the attention and care they deserve."

"We're not the only company simplifying the process," von Weyher is quick to point out. "What distinguishes Square Planet is the actual experience we've had shooting multi-platform work over the past several years, and the fact that our artists are part of the company - they're here every day, not as part of the ‘non-exclusive' relationships everyone is forming these days."

And the gear? All owned and customized by Damon. "It's not a vendor situation," von Weyher says. "Our skill set and experience, combined with our incomparable arsenal of proprietary gear and equipment, really sets us apart from the competition."

Always at the forefront regarding the latest tools and techniques, Damon has amassed that arsenal over the past several years, much of it custom built for integrated production: from RED, Canon D5 and Spherion cameras to high-speed camera cars (ML63, Porsche Cayenne, Hummer, Ferrari and Polaris), mountable digital still and motion cameras and other proprietary rigs, lighting, grip and motor homes. The company's latest acquisition is a dual mounted stabilized head that shoots live action and print simultaneously. "This is important because people are pulling still images from the RED, and while you can get a decent image, there is nothing that comopares to a single capture image from a still camera" says Damon. He says he always brings what is best for the creative; his goal is not to super-size production, but to liberate the creative from budgetary restraints. "In this economy, if you're not careful, creative can take a backseat to the budget," the director says. "I feel it's my job to be the voice for the creative and to put creative first. When you hire Square Planet, it's one creative voice."

Square Planet recently wrapped a multi-platform Chevy project that included CG for broadcast and web, and print, which Damon shot in-tandem with the live action every day. Speedshape (Venice Birmingham) was brought on to help execute the CGI portion of the project. "The Chevy project is a perfect example of the Square Planet dynamic." says von Weyher. The Chevy project was Damon's fourth package for the brand in the past two years.

"I can't imagine that it's going to take long for new clients to appreciate the scope, value and turnkey capabilities Square Planet brings to the party," says Damon, who is currently shooting a multi-platform music video project for Tori Amos.

Pictured Above: Multi-platform productions for Camaro and Nissan Z.