In 2000, Steve Callanan established Wiseguy Pictures , a digital creative agency for moving image, working for broadcasters, distributors, brands and publishers with over 400 hours of Wiseguy content currently online. In this capacity Steve exploited an overwhelming need to add rich interactivity to otherwise passive online video. In December 2009 wireWAX was born.

wireWAX is emerging from a 10-month beta testing period but is the first and currently only video tagging tool that allows content owners, filmmakers and publishers to add interactivity to their own content. wireWAX is a self-funded venture and still in its infancy, but it has already helped brands such as Momentum, EMI, Gallo Wines and H&M deliver enriched video and commercialise online opportunities.