Brown Bag Films Unveils New Leadership Structure, Innovation Lab and Refreshed Brand for Next Phase of Growth

Brown Bag Films today announced a new leadership structure, the launch of BBF Labs, its new innovation division, and a refreshed brand identity as the Oscar®-nominated studio expands its creative scope and positions itself for the next phase of growth. 

Known for premium animation with a strong foundation in preschool storytelling, Brown Bag Films is evolving to meet the needs of today’s animation market – extending its expertise to digital-first content, new platforms, older-skewing audiences and feature-length projects, while continuing to build on the creative values that have long defined the studio.  

Leadership for a New Era 

As part of the studio’s evolution, Brown Bag Films has introduced a leadership structure designed to strengthen creative oversight, innovation and global coordination. 

Caitlin Friedman has been promoted to EVP, Global Production & Current, overseeing global production across Brown Bag Films’ studios in Dublin, Toronto and Bali and reporting to Vince Commisso, President & CEO of 9 Story Media Group. Regional production leadership remains intact and Darragh O’Connell, co-founder and Creative Director, continues to oversee creative direction across the studio’s slate.  

Alongside her expanded production remit, Friedman will continue to develop and produce select, high-priority Scholastic properties in an Executive Producer capacity, reporting to Iole Lucchese, EVP, Board Chair, Chief Strategy Officer, and President, Scholastic Entertainment on these projects. 

“This role is about bringing the studio together as one global team,” said Friedman. “Brown Bag Films has an extraordinary creative foundation, and I’m excited by the challenge of building on that – supporting both owned IP and service work, and making sure creative vision carries cleanly through every stage of production as we expand into new formats, audiences and partnerships.” 

Previously, Friedman served as SVP & General Manager of Scholastic Entertainment, where she led the adaptation of Scholastic’s publishing catalog into numerous television and film properties. Drawing on more than a decade at Scholastic and a long-standing partnership with Brown Bag Films, she brings a unique perspective spanning publishing, brand management and screen content development. 

Innovation as a Core Studio Function: BBF Labs 

Brown Bag Films also announced the launch of BBF Labs, a new innovation division focused on advancing how animation is created, produced and delivered across the studio’s global footprint. 

Brown Bag Films co-founder Cathal Gaffney, formerly COO of 9 Story Media Group, has assumed the newly created role of Chief Innovation Officer, leading BBF Labs and reporting to Commisso, while retaining his role as Managing Director. 

“Innovation has always been a part of our DNA, but BBF Labs represents a deliberate investment in making it a core pillar of how we work,” said Gaffney. “This is about building the future of the studio – developing new pipelines, integrating emerging technologies like AI responsibly, and empowering artists with tools that help them work more creatively and efficiently. Our goal is innovation that’s practical, transparent, and artist-first.” 

Through BBF Labs, Gaffney will guide the studio’s AI strategy, define its innovation roadmap and develop new production workflows designed to support quality, speed, and sustainability in a changing market.  

A co-founder of Brown Bag Films, Gaffney helped grow the studio from a small Dublin-based company into one of the world’s leading producers of animated content. Following Brown Bag’s acquisition by 9 Story Media Group, he served as COO, overseeing animation production, HR and technology. An Oscar® nominee and multiple Emmy Award® winner, Gaffney has been a leading voice in the responsible application of AI in animation. 

A Brand Refreshed to Reflect the Studio’s Evolution 

Founded in 1994, Brown Bag Films has long been defined by craft, creativity, and collaboration. Its refreshed brand – its first significant update in more than three decades – was designed to better reflect how the studio works today and the breadth of projects it now supports. 

“The brand refresh reflects the studio we are today and the direction we’re heading,” said O’Connell. “There’s more in the bag – more range, more ways of working, and more stories we’re excited to tell. It signals our commitment to evolving creatively, investing in innovation, broadening our reach to include older-skewing audiences, while staying grounded in the craft and collaboration that define Brown Bag Films.”