PepsiCo’s Creators League, the brand’s in-house content development division, has opened a new New York City studio and with it unveiled collaborations including a film with Hollywood management and production company The Firm and rapper Tip “T.I.” Harris, as well as AOL’s Partner Studios.

As part of the content push, The Firm’s film president Robbie Brenner (Dallas Buyers Club) and Harris are teaming on an urban coming-of-age music movie that will star Harris, who will also serve as music supervisor and producer through his Grand Hustle Films. The Firm CEO Jeff Kwatinetz and T.I.’s film partner Brian Sher will also produce. Chuck Hayward created the pitch and is attached to write.

Creators League StudioCreators League will serve as a production arm for everything from branded content to brand-inspired long- and short-form scripted series and films, reality and competition, music, and digital content. It will be distributed on AOL platforms, related Microsoft properties, and PepsiCo-owned channels.

The Firm is behind the recently picked-up-to-series crime drama Notorious on ABC, premiering in the fall. On the film side, the company recently acquired the unauthorized Angela Davis biopic from Shameless scribe LaToya Morgan, and just set Anthony Mackie to play Johnnie Cochran in an untitled drama about the landmark Signal Hill police brutality case.

Hayward is repped by APA, Heroes and Villains Entertainment, and attorney Lev Ginsburg.