Digital and Design Services will encompass interactive and experiential work, web and graphic design, and bespoke software solutions and platforms.Â Recent examples of MPC’s innovative digital work include [Z]ink, the 3D stereoscopic interactive painting tool developed for the Creators Project; and the incredible Ralph Lauren 4D experiential piece shown simultaneously in New York and London.Â 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 States.Â MPC’s US 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.Â Prior to his time at The Mill, Alex spent ten years as an established and well-respected member of the MPC London creative team.Â During this time, he played a key role in establishing MPC as a market leader in Commercials VFX.Â Recent credits include ESPN Invincible for Rupert Sanders and W+K NY, and GE Clouds for Traktor and BBDO NY.Â Previous credits include work such as the infamous VW Golf commercial Singin’ in the Rain, Guinness Redemption, and campaigns for Audi, 3 Mobile and Levi’s.
Lovejoy comments, “I am extremely excited about the creative opportunities that lie ahead.Â We have a stellar team and everyone is raring to go.Â I am keen to encourage the team to push creative boundaries and collaborate with talented teams in all our MPC sites.Â We are looking forward to the journey.”
Brukman moves to New York after eight years with MPC London, where he established himself as a prolific Senior Producer.Â Most recent credits include Creative Circle Award-winning Virgin Atlantic 001 directed by Traktor, and a fully stereoscopic-acquired 60’ commercial for Sky Television.Â 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.
“It’s incredibly exciting to be in at the beginning of something very special.Â Both myself and the team we have brought over from the mother-ship in London, and our new recruits from New York, are extremely ambitious and focused on creating the most inspiring and outstanding creative content for the US market.Â 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,” says Justin Brukman.
Lovejoy and Brukman will lead an international team of MPC’s award-winning VFX artists and Production talent, who will work together alongside world-class US talent.Â The founding team from London includes Vicky Osborn, Head of 3D; Dean Robinson, Senior CG Artist; Drew Downes and Marcus Wood, Senior VFX Artists; Alex Harding, Nuke and Stereographic Artist; and Andrew Montague, Senior Motion Graphics Designer.Â 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 exciting local NY talent.Â Head of Digital Content Wayne Robins joins having recently worked at Y&R in New York and draft FCB New York.Â Wayne 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 LA’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, 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.