Fox Networks Group’s new joint venture with former 20th Century Fox Film Chief Creative Officer Tony Sella will, as the partners put it, “develop original content, integrations and promotions, to help brands effectively and organically reach viewers.”

Sella will have an equity stake in the new AKS Content. He’ll also serve as its Chief Creative Officer — working with FNG networks including  Fox, FX, Fox Sports, and National Geographic — and oversee the venture with FNG chief Peter Rice and COO Randy Freer.

Rice lauded Sella’s “award winning career marketing the highest grossing movies in history.” The new collaboration blurring the line between ads and content “underscore our commitment to innovate and engage, rather than disrupt, today’s highly sophisticated consumer.”

At Fox, Sella developed The Simpsons’ Simpsonizer (a site that made visitors’ photos look like Simpsons characters) and the Wolverine Tweezer (a six-second teaser trailer). He also promoted original branded content for Rise of the Planet of the Apes, Prometheus and Chronicle — including a stunt that went viral by making New Yorkers believe that they saw people flying over the city.

He also helped to promote films and franchises including Avatar, X-Men, Planet of the Apes, Ice Age, Night at the Museum, Fantastic Four, Wolverine, Taken, and Transporter.

Before joining Fox, Sella was SVP Creative Advertising and VP Creative at Disney. He launched his career at DHB in New York. Fox says that he was twice named Ad Age’s Entertainment Marketer of the Year and won awards including Clio, Key Art, Golden Trailer and Cannes Golden Lyon.

Freer says he’s “excited for Tony to help us bring the connection between brand advertising and content to new levels, in order to extend and enhance our core storytelling and give brands a totally authentic and engaging way to reach viewers.”

Sella calls Fox “an ideal partner for this new journey” that offers “a real runway for this AKS Content to do something new and different in the world of brand integrations.”