VFX services will provide Flame/Nuke, Maya/3ds Max, motion graphics, FX design, animation, and data-lab services. The New York studio will also continue to provide the U.S. market with access to MPC's 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 bespoke software solutions and platforms. Recent examples of MPC's digital work include: [Z]ink, the 3D stereoscopic interactive painting tool developed for the Creators Project; and a 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 new studio will occupy 13,000 square feet of purpose-built space on the 8th and 9
th floors of a turn-of-the-century renovated shoe factory in the heart of SoHo.
The addition of the New York office will further strengthen MPC's global ventures in the advertising industry, particularly in the states. MPC U.S. Creative Director Alex Lovejoy will be responsible for the creative output of the studio and oversee the vision of the team; Executive Producer Justin Brukman will head the New York studio.
Lovejoy joins MPC NY from The Mill NY where he was senior VFX supervisor. Prior to his time at The Mill, Alex spent 10 years as a member of the MPC London creative team. During this time, he played a key role in establishing MPC as a market leader in commercials VFX.
Brukman moves to New York after eight years with MPC London, where he established himself as senior producer. In addition to his strong VFX background, Brukman brings with him the energy and vision to drive the studio further into the fields of digital, design, and production services.
Lovejoy and Brukman will lead an international team of MPC's VFX artists and production talent, who will work together alongside U.S. talent. 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 LA and five years at MPC London.
The team will be joined by local N.Y. talent: head of digital content Wayne Robins joins having recently worked at Y&R in New York and draft FCB New York. Robins brings experience in the digital arena covering all aspects of digital advertising, from Web site to experiential events to building projections.
Lovejoy and Brukman will be working closely with MPC LA's newly-appointed managing director Andrew Bell to reinforce the company's presence and offerings in the U.S. 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 U.S. team will also coordinate with MPC London's specialist Feature Film and Advertising R&D teams, to maintain and develop the consistent quality of MPC's VFX work that has established MPC as a market leader in the global Film and Advertising VFX business.