AUCKLAND, Today: New Zealand production company Firefly Films has unveiled a fresh new identity, rebranding as Velvet Moss.
Founded in 2014 by producer Emma Slade, the company has earned a reputation for bold, emotionally charged storytelling with international appeal. The new name signals its next chapter of ambition, creativity and integrity.
“As we step into our second decade, Velvet Moss embraces the bold, collaborative and creatively mature company we’ve become,” says Slade. “The name captures both the elegance and resilience at the heart of our kaupapa (guiding principles).
“We’re very grateful to everyone who has supported Firefly along the way, and we look forward to making more fabulous work as Velvet Moss.”
Velvet Moss, a female-led production company, produces both homegrown stories and international co-productions. They’re currently in post-production on Holy Days, a New Zealand-Canadian film directed by Natalie Boltt, starring Judy Davis, Jacki Weaver and Miriam Margolyes, adapted from Dame Joy Cowley’s beloved novel.
“We’re very grateful to everyone who has supported Firefly along the way, and we look forward to making more fabulous work as Velvet Moss.” – Emma Slade
Recent hits include Bookworm, directed by Ant Timpson and starring Elijah Wood, Nell Fisher and Michael Smiley. The film opened the 2024 Fantasia International Film Festival and won the Audience Award for Best International Feature.
They also produced Uproar, starring Julian Dennison, Minnie Driver and Rhys Darby, which premiered at TIFF in 2023 to strong reviews. And Mister Organ, David Farrier’s documentary, became New Zealand’s highest-grossing doco of 2022 before landing on Netflix and earning a New York Times Critic’s Pick.
Now in pre-production is God Bless You, Mr Kopu, directed by Alex Liu. Velvet Moss also has a busy slate of features in development including Spinners, Web, Here At the End of the World We Learn to Dance, The Salamander Lives Twice and Upham.
On the TV side, projects Nocturnal and Miss Benson’s Beetle are also underway. The company continues to collaborate with Kahurangi Toi Atea and its creative community, staying true to the spirit built under the Firefly Films banner.c
About Velvet Moss
VELVET MOSS previously known as Firefly Films, is a film and television production company anchored in New Zealand, who are committed to crafting bold, high-quality stories for global audiences. We collaborate with leading creatives and financial partners to develop exceptional content with wide-reaching appeal.
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