CEO at VaynerX and Internet Personality Gary Vaynerchuk announced the launch of Eva Nosidam Productions which spells ‘Madison Ave’ backwards earlier today.

The production studio will be led by Chief Production Officer at VaynerX, Maya Brewster-Dorian. “Throughout her career, Maya has been an incredible partner to brands,'' Vaynerchuk said in a press release. “She has an incredibly diverse production background with a broad range of disciplines and sees the production world in a very different way.”

According to a press release, Eva Nosidam Productions will create mini-documentaries and branded series for social media, as well as music videos, podcasts, augmented and virtual reality productions, live installations and “guerrilla marketing” strategies for clients. The company will be based in Long Island City, New York, with fully equipped stages, equipment and post-production capabilities.

The name, which spells Madison Ave backward, signifies the intent of the company – to be the antithesis of Madison Ave by creating ads that don’t feel like ads but rather content that moves and engages people.

Eva Nosidam Productions will create mini-documentaries and branded series for social media, as well as music videos, podcasts, augmented and virtual reality productions, live installations, and “guerrilla marketing” strategies for clients. The company will be based in Long Island City, New York, with fully equipped stages, equipment, and post-production capabilities.

So far, Eva Nosidam is working with brands including Bojangles, Draft Kings, and Kin Insurance on projects ranging from mockumentaries to music videos to mini-docs.