Two former Kyle and Jackie O Show producers have decided to enter the commercial sphere, teaming up and taking their extensive and particular skills sets up to create their own range of creative offerings for brands.
Both Pedro Cuccovillo Vitola and Joshua Fox have joined AIIMS Creator Hub – in a move they say will let them not only utilise their talents but also give them the freedom to explore their, at times, quirky ideas.
Cuccovillo Vitola’s origin story with The AIIMS Group highlights his ability to connect with audiences – whether they’re listening to him through their headphones or meeting in him person.
“I met the guys three years ago,” Cuccovillo Vitola explained to Mediaweek, in this trade publication exclusive. “I actually MC’d their Christmas party.”
Three years later, Cuccovillo Vitola said the team reached out to him again after coming across his YouTube channel.
Just some of the video content available on Pedro Cuccovillo Vitola’s YouTube channel.
“So, the team organised a meeting with me and we spokes about The AIIMS Group and then they mentioned plans to start something called the AIIMS Creator Hub,” he said. Cuccovillo Vitola has since signed-on with the division as their executive producer, while Fox takes on the role of senior producer and strategist.
The company describes its Creator Hub as “the ultimate production powerhouse for brands tired of blending into the noise of today’s saturated online and offline markets”.
For both Cuccovillo Vitola and Fox, it’s this ethos that proved so alluring.
Fox started his career as Britain’s youngest paparazzi. He then tried his hand tabloid journalism, then radio producing, before going on to write a book – all the while looking after Married at First Sight contestants on the side. To call his background varied is an understatement.
For him, joining Cuccovillo Vitola at AIIMS Creator Hub means having the freedom to experiment and explore new ideas.
“When you work at a big media organisation and you have an idea it has to go through at least 50 people,” he said.
“Then you have to have 20 meetings or so. It drags out for months, and by the time you do it, everyone’s lost the momentum and the passion, and it never really works. So here, when Pedro and I have an idea we just do it.”
Since joining AIIMS, the pair have collaborated on a variety of projects, including former MAFS contestant Lauren Dunn’s reality dating show, It’s Not Me, It’s You! – which in just a matter of weeks has already amassed over 1 million views.
The ‘It’s not me, it’s you!’ dating show hosted by former MAFS contestant Lauren Dunn.
“These kinds of figures really showcase the impactful reach and engagement of the projects we work on,” Cuccovillo Vitola said.
One of the other jewels in their crowns is the The MAFS Funny podcast. After launching on January 27, it became the third biggest podcast in Australia on Spotify after five days with 100,000 downloads, overtaking Joe Rogan, and has remained there ever since.
Australian Spotify podcasts charts.
Meanwhile, Fox’s content around the current season of MAFS, also includes him crashing filming and prank calling cast members, has amassed over 20 million views across socials.
As for what’s next? Well, for both Cuccovillo Vitola and Fox, the only thing limiting them now is their own imagination.
“Creating and virality is my biggest strengths but I’m also fascinated by strategy and creating new talent, and I get to utilise all of my experience at the AIIMS Creator Hub, with the bosses behind The AIIMS Group fully backing my creative process and ideas,” Fox said.
Meanwhile, for Cuccovillo Vitola he finds it “motivating to work for a company that embraces creative ideas and fosters an environment where innovation is encouraged, rather than scrutinised excessively like traditional media companies who take little risks and are restricted by different factors”.
Pictured: Pedro Cuccovillo Vitola and Joshua Fox.