Massingale-Hassler Named Shade EP

In a move to further bolster its growing operations, Santa Monica-based CG studio Shade has signed Amy Massingale-Hassler as its new Executive Producer. Massingale-Hassler, who has more than a decade of production and post experience, will be responsible for heading up business development as well as targeting the expansive opportunities in the digital space, especially in the coming 3D explosion. Her most recent work focused on this realm, with a viral campaign for Microsoft Office 2010 via Razorfish, and other digital work for Honda from RPA

"Amy joining the Shade family really reflects the natural growth of our company," says Shade Founder/VFX Director Bryan Godwin. "Her previous experience at larger studios brings a level of knowledge and structure that will propel us to the next level in our second year of business. We strive to be a calm, art-focused oasis for our clients, and Amy's relaxed but attentive personal style fits in perfectly with that goal and Shade's overall vibe."

"The boutique nature of Shade really attracted me," states Massingale-Hassler. "It's a nimble operation, with very low overhead, which is a great foundation for success in the current market. Plus it is artist-owned, and therefore very artist-centric, with a ton of freedom to create; they are unique in that they service both their employees and their clients. Bryan (Godwin) has made some of my all-time favorite spots. Finally, there is the partnership with De Motu, which is another incredible creative studio which is a great complement to Shade."

Massingale-Hassler has overseen national and international TV campaigns for a variety of high-profile brands, including Geico, EA, Cox Communications, Toyota, Mercedes, Fidelity, Hyundai, Target and Bing. She's collaborated with countless major agencies, including Peterson Milla Hooks, Saatchi & Saatchi, Arnold, Campbell Mithun and Razorfish. Her efforts have been recognized by award shows such as AICP, Telly, Addy and VES.

In addition to her duties with Shade, Massingale-Hassler will oversee sales for design/animation studio De Motu, which shares space and collaborates with Shade on many projects, most recently a comprehensive project for HP.

Prior to joining Shade, Massingale-Hassler worked as the EP for Radium and, prior to that, was the EP of the commercial division at Rhythm & Hues. Her background includes experience with strategic brand consulting companies, helping Fortune 500 brands better connect with their audiences. She began her production career in 1998 working in animation and post at Will Vinton Studios (now Laika) in Portland, Oregon. There she helped launch Character, a brand consulting company, helping them attract huge new clients in General Mills and Kraft.

Published June 18, 2010