UK-Irish–Netherlands transmedia co-production is written and directed by Simon Pummell [pictured] and will shoot for four weeks in London and Dublin.

Principal photography has commenced on Simon Pummell’s Brand New-U.

For full production details visit

Pummell’s psychological thriller (which he also wrote) is produced by Janine Marmot (Hot Property Films) in co-production with Conor Barry & John Keville (SP Film) and Reinier Selen (Rinkel Film), in association with Keith Griffiths’ Illuminations Films and Finite Films.

The film will shoot for four weeks in London and Dublin.

Brand New-U stars Lachlan Nieboer and Nora-Jane Noone and is set in a world where other identical versions of people are created. The film centres on Slater who must kill his old selves and search for Nadia, the woman he loves.

The transmedia project will include a feature film, urban projection, geo-specific augmented reality and online media.

International sales are handled by The Match Factory.

Marmot commented: “I’m really excited to be starting this mind bending and ground breaking film and I’m incredibly grateful for the support of the BFI, Irish Film Board, the Netherlands Film Fund and Finite Films and look forward to working with The Match Factory.”