Peter was co-controlling shareholder of Alliance Atlantis Communications and CEO of its Entertainment Group before Alliance Atlantis was sold to Goldman Sachs. Peter capped off his years as an award-winning producer (including being nominated for 3 Golden Globe Awards and 4 Emmy Awards,) by assembling in partnership with CBS, the CSI Franchise comprising the 3 series: CSI: Crime Scene Investigation, CSI: Miami and CSI: New York. After Alliance Atlantis, Peter was Co-founder of Aver Media, a financier for producers and distributors of tv programs and theatrical films. Aver completed more than 1,500 financings across the English-language world. Peter and his partners sold Aver to the Bank of Montreal. Peter also launched after Aver, in partnership with UK-based media executive Sara Curran (Peter’s wife,) Tricycle Media (which has seeded or incubated dozens of projects and companies,) and Tricycle Talent (which has interests in six media and sports talent management companies.) Peter was also responsible for assembling with Eugene Levy and Dan Levy, the multi-award-winning tv series “Schitt’s Creek.”

Ian Webb is a seasoned commercial Producer/Executive Producer and Co-Founder of Merchant.
With a keen eye for talent and a deep understanding of the industry, he has a remarkable track record and is known for his collaborative approach and ability to navigate complex production challenges while staying true to the creative vision of each project. Ian has produced hundreds of commercials with some of the top production companies and directors around the globe.

Tim Godsall is a commercial director and a founder of Merchant. As a director, Tim has won dozens of international awards including Cannes Lions, Clios and Emmys and is consistently ranked among the top commercial directors in the world. He’s worked with actors like Jeff Bridges, Idris Elba, Jeff Goldblum, Will Ferrell, Winona Ryder, Keanu Reeves, Hugh Grant, Bryan Cranston, Pete Davidson, and Jake Gyllenhaal among many others. Tim works with the top ad agencies around the world, shooting for brands such as Nike, ESPN, Coke, Apple, Squarespace, Old Spice, Axe, Honda, Ford, Toyota, Hyundai, The Guardian, DirectTV, BBC, HBO, Ikea, FedEx, Visa, Citibank, Xbox, PlayStation, State Farm, Amstel, Heineken, Southern Comfort, Budweiser, and many others. Adweek profiled Tim as one of ten directors in the world in their feature ‘Creative 100’ — Adweek Celebrates the Most Inspiring Minds in Marketing, Media, and Culture’. He wrote and directed the feature film “Len and Company” starring Rhys Ifans, Juno Temple, and Kathryn Hahn. The film was produced by Academy Award winner Steve Golin and Anonymous Content and released by IFC. In the US and UK, Tim is represented by Anonymous Content. In Canada he’s represented by Merchant.

Benji Weinstein began his career directing music videos and was nominated for a Juno Award for his work with Epitaph artists The Weakerthans. He then started directing commercials and has created award-winning TV campaigns around the world for global brands including GEICO, Virgin, Coca-Cola, Sprint, McDonald’s, Burger King, Budweiser, Ford, Toyota, Nissan, Hyundai, Subaru, Proctor & Gamble, Wrigley, Cadillac, Kraft, Xbox, Verizon, FedEx, Unilever, MillerCoors and Comcast. His work has won at every major international advertising award show including the Cannes Grand Prix, The One Show, The London International Awards, The Effies, The Cassies, The Bessies, The Marketing Awards and The Art Directors Club as well as having aired during the Super Bowl. He has directed projects in the US, the UK, Canada, Australia, New Zealand, Czech Republic, Slovenia, Romania, Germany, Ukraine, Brazil, Uruguay, Argentina, Chile, Cuba, South Africa and Mexico. His commercials have featured Alec Baldwin, Justin Timberlake, Ed Sheeran, Michael Bublé, Danny Trejo, Rhys Darby, Usain Bolt, Richard Branson, Peyton Manning, Drew Brees, Sidney Crosby and Alex Ovechkin, among others. In the US and UK, Benji is represented by Smuggler. In Canada he’s represented by Merchant.