You First Originals rebrands as Victoria House, opens up to new genres

Luis Miguel Calvo and Javier Martínez at Mipcom

MIPCOM: You First Originals, the audiovisual production arm of the Spanish talent agency You First, has rebranded as Victoria House, with the ambition to expanding its activity in fiction and non-fiction and grow its international reach.

The change of identity is part of the integration of You First into the American agency Gersh, which acquired the Spanish company in December 2024.

While You First’s various representation units will operate under the Gersh brand, its production division will maintain its own identity, Victoria House by Gersh, as will other content businesses in the group, such as The Voice Village (podcasts), Knot (YouTube) and Red Burton (production services), all under the leadership of head of content Luis Miguel Calvo.

“After a transition period, we are now in a position to make better use of Gersh’s international networks and rely on them,” Calvo told C21’s sister publication Cveintiuno in Cannes.

Since its inception in 2021, You First Originals has carved out a niche for itself in the industry primarily through the production of premium documentaries linked to sports and the talent within its ecosystem.

Among its titles are the International Emmy-nominated documentary miniseries Alexia: Labor Omnia Vincit (Prime Video, 2022), about the Catalan footballer Alexia Putellas, and #SeAcabó: Diario de las campeonas (Netflix, 2024), winner of the International Emmy and a Rose d’Or Latino, which relives the turbulent 2023 Women’s World Cup and the kiss that overshadowed the Spanish victory.

The integration will allow Victoria House to leverage Gersh’s network, which represents more than 3,700 talents, including Jacob Elordi, Chase Infiniti, Angela Bassett, Jean-Claude Van Damme, Spike Lee, David Schwimmer, Hiroyuki Sanada and Sofia Coppola.

This opens up opportunities to both attract international projects that can be produced in Spain and to facilitate the circulation of Victoria House content to the US and other markets.

“For a small production company like ours, having a network like Gersh’s internationally is fundamental. Now we feel stronger and better equipped to move forward in that direction,” Calvo said.

The second major focus will be to begin exploring new genres, especially film and television fiction.

Lucía Alemany directs actress Madicken Mauri-Sandaker in the film about Alexia Putellas

The company has already begun to travel that path with its first fiction project, currently in production, a film directed by Lucía Alemany and inspired by the childhood and adolescence of Putellas.

This is a coproduction between Victoria House, Lazona, Lacima Producciones and Odessa Films that required three years of work to secure financing and get underway. The feature film will be released in theatres in 2027 and later on Movistar Plus and 3Cat, while negotiations continue for other distribution channels and territories.

Directed by Joanna Pardos, the project also represents an important step in the production company’s relationship with the creator economy and with personalities not necessarily represented by You First.