Hollywood: PLAY, the award-winning creative on-air editorial house dedicated to the craft of creating promos, has launched a live-action production division. Michael Victor, founder of the five-year old Hollywood-based company, has added full-blown creative shoot capabilities tailored to provide networks working with very limited promos budgets (that traditionally dictate a design/FX-driven approach) with an affordable alternative that takes their spots to the next level.

A frame from 'Chalk,' PLAY's promo campaign for the series 'What's Eating You?'/E!