Kidscreen » Archive » Siesta Entertainment opens branch in Barcelona

Production, distribution and transmedia specialist Anna Shchur, in collaboration with a creative team from Armenia, has launched Siesta Entertainment, a new animation distributor based in Barcelona that offers a special approach to the development of brand-building content.

“We launched Siesta Entertainment because we wanted to support new IPs and help them find their audience across multiple platforms – be it television, social media or even gaming,” says Shchur, who serves as the new company’s CEO. “This strategy is also a perfect way to further develop existing brands and ensure they continue to grow and reach new audiences.”

Shchur previously spent more than a decade at global gaming company Zeptolab (Cut the rope), served in various roles before being promoted to head of content sales in 2017 and executive producer in 2019. She is best known for her work on the company’s popular animated YouTube series Om Nom stories (250 x 3.5 minutes)which reached millions of viewers worldwide and was then sold Netflix in 2023 and Disney in 2024.

Siesta quietly began production last month on its flagship project, a 10 x 22-minute eco-fantasy series called ” Black moth. This CG-animated original tells the story of 14-year-old musician Alice Evergreen (pictured above), whose life takes a dramatic turn when she discovers that the music she makes is turning her into an environmental superhero called The Black Moth can. Along with a trio of other eco-heroes, the teenagers set out to protect nature and restore balance to the world.

The series is designed for an audience aged seven and up and focuses on a core demographic of nine to twelve year olds. Addressing themes of self-doubt and responsibility, it aims to inspire children to take action in their own lives for environmental communities.

Industry veteran Kaaren Lee Brown – whose credits also include Netflix films Super monster And Tarzan and JanePeacock’s Supernatural Academy and Amazon Prime SMASH!– will serve as creative producer, story editor and writing team lead for the project. Shchur will lead sales and brand development while also serving as producer.

Animation services are contracted out to freelance teams in Armenia and India under the creative direction of Lee Brown in the US. Music production and voiceover work is also done in the USA. And the rising talent Daria Rud (Champies), who has a degree in illustration and animation from California State University, Long Beach, directs the series.

Siesta comes to MIPCOM with the first episodes of Black moth to show it to potential buyers, investors and co-pro partners, and Shchur will provide insights into the project’s transmedia strategy at her panel “Strategic Art of Children’s Content Production” at MIP Junior this Saturday. With an average cost per episode of just over $382,000, the first season is already fully funded and is expected to air in fall 2025.

Initial development and funding was led by Media Distribution Company (MDC), an Armenian content distributor. Financial investors from the MENA region later came in to support production.

Siesta has also begun pre-production on a 16 x 22-minute second season, which is half-funded. The final budget for the second season will be determined once the development and script phases are completed.

The The senior leadership team at Siesta is currently being assembled, but Shchur notes that the core is creative Team is working on it Black moth is also currently actively involved in the operation of Siesta.

After the introduction Black moth Produced by its Armenian team, Shchur chose the series as the company’s flagship project due to its potential to expand into music, social media and merchandising with an environmental focus. And she says some broadcasters have already given “fantastic feedback” after initial insights into the project.

Siesta has big plans to develop a comprehensive YouTube strategy across MCN channels, but music will also be a key brand pillar. “We see Alice as both a digital music creator and an influencer, so we are exploring collaborations with music labels to distribute her songs and are even considering live virtual concerts on platforms like Roblox,” says Shchur.

The plan is to adapt the character to the modern landscape of AI, social media and technology, position Alice as a relatable influencer for young audiences, and integrate her into challenges, music videos and interactive content on TikTok and other short-video platforms such as Instagram Reels. YouTube Shorts and Snapchat Spotlight.

Siesta is currently in discussions with bloggers about creating campaigns around Alice and her friends as part of a broader marketing investment to build a community committed to green living. “We see Alice not only as a musician, but also as a role model for a movement that we want to inspire,” says Shchur.

Siesta is also actively seeking partners to help develop interactive Roblox gaming experiences Black moth which include eco-friendly missions aligned with the show’s themes. And rhythm based games like Beat Saber, Rhythm heaven And HiFi Rush could inspire other potential games for the IP, Shchur adds.

Black moth Books, graphic novels and comics are part of the transmedia strategy to delve deeper into characters’ backstories, introduce new storylines and explore aspects of the world that may not be fully covered in the TV series.