Intellectual Property Corporation said today it is launching IPC/m, a unit dedicated to creating original content for digital platforms. Kaitlyn Vowels, who most recently was SVP and Head of Creative Advertising at Open Road Films and before that spent seven years at Paramount Pictures, will lead the division.

IPC is the documentary and scripted television and film startup founded by Eli Holzman and Aaron Saidman, to whom Vowels will report.

“I have spent a career promoting brands,” Vowels said. “And today those brands require their own unique content to effectively communicate with consumers.  So the opportunity to join IPC’s wildly creative team, as we press to the forefront of premium content creation, was too good to pass up.

IPC/m already is in production on a series for YouTube Red, a multimillion-dollar national advertising campaign for Belfor Property Restoration, a digital music project with Scooter Braun’s SB Projects and shortform content for China’s largest film studio. The company also is close to starting production on its first virtual reality game.

“With massive change sweeping our industry, Aaron and I feel the time is ripe for entrepreneurial creators to produce innovative premium content directly for our audience,” Holzman said. “We see the inefficiencies of the system as a massive opportunity for IPC/m. In Kaity we have found the perfect leader — a strategic thinker who shares our passion for exceptional execution. She is armed with substantial resource, and she has the full support of the IPC team.”