Golden named his company FFAKE to pay homage to the title of Orson Welles final 1974 film, F FOR FAKE, which he considers a charming examination of the essential duplicity of art and cinema. "I became fascinated with fake-ness as a concept quite a while ago," he concludes. "I find it a really interesting idea that we accept something like good animation, which is really sleight of hand or essentially fake, as something very enjoyable. We don't worry about the fact that it's fake, but accept it as real. FFAKE is the new real."

Perry Schaffer and Corey Rogers of SchafferRogers/New York will rep FFAKE (www.ffake.com) for commercial projects in the east.