Warner Bros. has beefed up the executive ranks of its Blue Ribbon Content digital studio, naming its top creative executives including Peter Girardi and Zoe Friedman as SVPs, Lance Sloane a VP and Alexandra Davis a director.

Warner Bros. Animation Blue Ribbon ContentGirardi will lead the creative team at Blue Ribbon as SVP Creative Affairs, while retaining a similar role at Warner’s animation unit, where he has worked since 2009. He will oversee all aspects of live-action and animated content, and all creative matters related to the unit’s current series. He will report to Blue Ribbon president Sam Register.

Other hires include Friedman as SVP Development, overseeing development and production of comedy series at Blue Ribbon. She previously spent 10 years with Comedy Central, ultimately as a VP Development on each coast for the cable network. Friedman also is a co-founder and executive producer of Comedy Gives Back, the philanthropic group backed by many in comedy circles.

Sloane was named VP Development & Production, moving over from Warner Bros. Home Entertainment, where he produced three digital series and had worked the past four years. He will coordinate production with outside companies and oversee such as areas as experimental programming and talent recruitment for current projects. He previously was president of Farfalla Films, spent seven years with Warner Online and headed business development for the House of Blues.

Davis, a former producer at DreamWorks Animation-owned AwesomenessTV, joins as director, development & production. She’ll also lead Blue Ribbon’s relationship with Alloy Entertainment to create new digital content. Before AwesomenessTV, Davis worked at Relativity Media’s Rogue unit.

Warner Bros. announced Blue Ribbon’s formation last year, charging it with creating new live-action, short-form content for digital outlets. The unit also creates animated programming and is “experimenting” with emerging platforms like the suddenly hot virtual-reality sector. Girardi will spearhead development of new shows and work on existing projects, which include a live-action Mortal Kombat series; the animated Justice League: Gods And Monsters Chronicles, for Machinima; animated Vixen (for CW Seed); and Batman: The Animated Series, a virtual-reality experience being produced with OTOY, Inc.

Andrew Mellett will continue to oversee business, operations and sponsorships as Blue Ribbon’s SVP Distribution and Strategy.