MPC Takes Manhattan
The London and L.A.-based VFX studio announces plans for an office in the Big Apple, names Alex Lovejoy from The Mill as Creative Director.
MPC Announces Spring 2011 Opening of Its New York Studio
MPC, the London and L.A.-based visual effects studio, has announced the opening of its new creative studio in New York. The office, which will be located in SoHo, will offer complete range of integrated services. In addition to the award-winning VFX work the company is known for, the studio will tap into the global MPC network of creative talent and resources to provide color grading and digital, design and production services across the US markets.
The new studio will occupy a 13,000 square foot custom-built space on the 8th and 9th floors of a turn-of-the-century renovated shoe factory in the heart of SoHo.
Among the VFX services provided there will be Flame/Nuke, Maya/3D studio Max, motion graphics, VFX design, animation and data-lab services. The New York studio will also continue to provide the US market with access to MPC's storied color grading talent, including Mark Gethin, Jean-Clement Soret, Paul Harrison and George K, both locally and through remote services.
Digital and design services will encompass interactive and experiential work, web and graphic design and custom and proprietary software solutions and platforms. Recent examples of MPC's innovative digital work include [Z]ink, the 3D stereoscopic interactive painting tool developed for the Creators Project; and the Ralph Lauren 4D experiential piece shown simultaneously in New York and London. MPC Creative, currently based in London, will expand to offer production services through the New York studio.
The addition of the New York office will further strengthen MPC's global ventures in the advertising industry, particularly in the US. MPC's US Creative Director, Alex Lovejoy, will be responsible for the creative output of the studio and will oversee the vision of the team; Executive Producer Justin Brukman will head the New York studio.
Lovejoy joins MPC NY from The Mill New York, where he was Senior VFX Supervisor. Prior to his time at The Mill, he spent ten years as an established member of the MPC London creative team. Recent credits include ESPN's "Invincible" for Rupert Sanders and W+K New York, and GE's "Clouds" for Traktor and BBDO, New York. Previous credits include work such as the famous VW Golf commercial "Singin' in the Rain" spot, Guinness' "Redemption" spot and campaigns for Audi, 3 Mobile and Levi's.
Lovejoy comments, "I am extremely excited about the creative opportunities that lie ahead. We have a stellar team and everyone is raring to go. I am keen to encourage the team to push creative boundaries and collaborate with talented teams in all our MPC sites. We are looking forward to the journey."
Brukman moves to New York after eight years with MPC London, where he held the post of Senior Producer. His recent credits include the Creative Circle Award-winning Virgin Atlantic "001" spot directed by Traktor, and a fully stereoscopic 3D sixty-second Sky Television.
"It's incredibly exciting to be in at the beginning of something very special," says Bruckman. "Both myself and the team we've brought over from the mothership in London, as well as our new recruits from New York, we're all extremely ambitious and focused on creating the most inspiring and outstanding creative content for the US market. MPC is known for its ground-breaking work in VFX – our aim is to prove that we can do more than create photo-real CG creatures and paint breathtaking digital images; we can also contribute at any point in the creative process, whether it be digital, design or VFX."
Lovejoy and Brukman will lead an international team of MPC's VFX artists and production talent, who will work together alongside their US counterparts. The founding team from London includes Vicky Osborn, Head of 3D; Dean Robinson, Senior CG Artist; Drew Downes and Marcus Woods, Senior VFX Artists; Alex Harding, Nuke and Stereographic Artist; and Andrew Montague, Senior Motion Graphics Designer. Brukman will also be supported by Head of Production Louisa Cartwright, who joins the team having recently spent time at MPC L.A. and five years at MPC London.
The team will be joined by exciting local New York-based talent. Head of Digital Content Wayne Robins joins, having recently worked at Y&R in New York and Draftfcb New York. Robins brings with him a wealth of experience in the digital arena covering all aspects of digital advertising, from website to experiential events to building projections.
Lovejoy and Brukman will be working closely with MPC L.A.'s newly-appointed Managing Director, Andrew Bell, to reinforce the company's presence and offerings in the US market overall. Both studios will continue to research and develop with the MPC team worldwide, the innovative technology and software solutions making up the creative and production pipeline that is the backbone of the global MPC organization. The US team will also coordinate with MPC London's specialist feature film and advertising R&D teams.
Published 23 May, 2011
