Adam Shaheen, president and founder of four-year-old Cuppa Coffee Animation & Design of Toronto, has opened a new creative shop in conjunction with two partners.

Sargeant York, termed an ‘idea company’ by Shaheen, is working on multimedia projects for a u.s. network and an affiliated company and plans to do everything from corporate videos to developing tv programming.

Shaheen’s partners are writer and director Richard Quinlan, of Q & Co., and freelance writer Jeff Rockburn.

Explaining the etymology of the company name, Shaheen says Sargeant York is a combination of the two last names of the actors who played Darrin on the Bewitched tv series because Darrin always came up with a great idea to save an ad campaign just as the credits were about to roll.

Shaheen worked for a number of years as an illustrator before starting Cuppa Coffee.

Since then he has worked with agencies and the major tv networks creating claymation and animation for commercials, station ids and show openings.

Quinlan has been a writer for 10 years and has worked primarily in the areas of educational tv and corporate videos, including three years as producer/director for Grey Advertising unit, Lawrence Marshall Productions.

Rockburn, also a writer for 10 years, has done extensive corporate video work and broadcast production for clients such as tvo.