Yacht Club has signed Sonia Reps for Midwest representation, expanding its agency and brand reach across a market the production company sees as particularly important for food, confectionery, and consumer goods work.
The partnership gives Sonia Reps responsibility for representing Yacht Club across the region, as the company looks to build on its mix of live-action, tabletop, stills, post and virtual production capabilities.
“Already making a splash, we’re thrilled to welcome Yacht Club to the Sonia Reps roster,” said Sonia Blum. “I was immediately drawn to their dynamic, drool-worthy, modern storytelling.”
Blum pointed specifically to Yacht Club’s ability to combine tabletop, live-action and virtual production, calling that mix “a massive asset for the Midwest’s premier brands.”
For Joe DePasquale, Yacht Club founder and executive producer, the fit was equally strategic. “The Midwest is home to many of the most beloved food, confectionery and consumer goods brands, and an important market for Yacht Club,” DePasquale said.
He added that Sonia Blum and Ally came highly recommended by agency and brand producers who valued their market knowledge, enthusiasm and relationship-building.
The signing comes as Yacht Club continues to expand the integrated production model it has been building over several years.
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Founded in 2014, Yacht Club began collaborating with food-focused production company SCHROM in 2018. The companies formally partnered in 2023 as SCHROM x Yacht Club, combining live-action, tabletop, still photography, and post-production under a broader production offering.
Heading into 2026, the companies consolidated under the Yacht Club name, with Michael Schrom joining the company’s director roster.
The studio has also expanded its capabilities with additional post talent and a new XR stage, while growing a director roster spanning tabletop, liquid, lifestyle, and performance work.
Recent campaigns include Shake Shack, directed by Michael Schrom and Jake Ladehoff for Opinionated/Tombras; Firehouse Subs, directed by Schrom for Camp+King; Kroger, directed by Helen Downing for McCann New York; JIFF, with live-action direction by Matt Morgan in collaboration with Golden Wolf and Karl Fetke via BBH; and Five Guys, directed by Jake Ladehoff with Chemistry.
Executive Producer Andrew Greenberg said the company’s broader approach depends on representation that functions as an extension of the production team.
“Everything we do is guided by being a trusted creative partner that not only meets clients where they are, but takes them above and beyond,” Greenberg shared.
For Yacht Club, adding Sonia Reps gives that philosophy a stronger foothold in one of the country’s most agency-heavy and food-brand-rich regions.
