Poetica Launches in New York and L.A.
The new concept through completion boutique will be headed up by MD Bob Cagliero, seen here with Director Anthony Furlong and CD Steve Tozzi.
Poetica Launches New Concept to Completion Boutique
Managing Director Bob Cagliero has announced the launch of Poetica, described as a hybrid collective of artists and filmmakers that will focus on live action-through-post content creation. Based out of New York with an office in Los Angeles, Poetica will produce live-action, VFX, 3D, 2D and design for commercials, music videos, short form content, installations and the web.
The team will be comprised of creative and directorial talent led by Director Anthony Furlong, Photographer/Director Brian Cross and Creative Director Steve Tozzi. Tozzi will head Poetica's VFX, 3D, 2D and design efforts, with the support of Senior VFX Artist Aaron Vasquez (with whom Tozzi worked previously during a stint at Click 3X), Director of CGI John Clausing, and Senior VFX Artist David Elkins.
Furlong's prior company affiliations include 1stAveMachine, Brand New School, Stink and Motion Theory, while Cross has made a name for himself as one of the premier music photographers of the past 20 years.
Cagliero was previously Managing Director of Manic, the VFX arm of New York and L.A. creative editorial house jumP.
"We're launching as an immediate force within the fray of hybrid studios that are redefining the modern content creation process," Cagliero says about Poetica. "We've created a 360 environment for our creatives to play in, pairing talented directors with some of the top design and effects artists in the industry."
The studio opens with six full Flame bays, two Smokes and a full design and 3D VFX department, he adds. Its collective credits include work for brands such as Acura, Chase, L'Oreal, Hershey's, Nokia and Mercedes-Benz, to name a few.
"We've created a haven for creativity here," says Furlong, "a safe space where artists of all types can come together and find the freedom to take the kinds of risks that often lead to work that's authentic, memorable and emotionally engaging."
Adds Tozzi, "It's exciting and inspiring to be a part of this collective of artists and production staffers. The ideology of the 'artists collective' is the new model for this industry, one to which I am fully committed. It represents an openness to sharing ideas fluidly between us all, and I think that is what inspired the creation of Poetica."
As for the name, Cagliero notes that the word 'Poetica' comes from the ancient Greek term for "making." "It's a simple idea that encapsulates the overall mission of what we'll be doing here," he says.
The studio is in talks with additional directors and recently finished spots for Coupons.com as well as a live-action, effects-heavy spot for Smucker's. The company has also just completed a short film directed by Furlong, highlighting the shop's capabilities and its brand.
Published 27, September 2012
