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," noted 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," stated 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 and resource which is a great complement to Shade. I felt very welcome here from the moment I walked in. This beach-side boutique has a relaxed, welcoming atmosphere, with a very personal focus, that aims to enhance creativity and minimize stress."
Massingale-Hassler has overseen national and international TV campaigns for a variety of high-profile brands, including Geico, Electronic Arts, Cox Communications, Toyota, Mercedes, Fidelity, Hyundai, Target and Bing. She has collaborated with countless major agencies, including Peterson Milla Hooks, Saatchi & Saatchi, Arnold Worldwide Boston, 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 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.
About Shade:
Santa Monica-based Shade, founded in 2009 by company principal and award-winning VFX Director Bryan Godwin, is a leader in the short-form CG market. The studio is defined by its flexible nature and ability to bring feature film-quality pipelines and workflows to short-format projects in collaboration with outside production companies, providing director- and agency-focused VFX in a comfortable, interactive creative environment that brings their vision to life from planning (boards, animatics), to production (VFX planning, on-set supervision), to post (editorial, animation, effects).
Shade has developed a custom, in-house suite of software that facilitates rapid work flow and maximum flexibility to produce top-quality work more efficiently and cost-effectively than their larger competitors. The current A-level talent roster includes CG/VFX Supervisor Dan Dixon, Head of Production Sheri Patterson, EP Amy Massingale-Hassler, Technical Director John Riddle, and Animator Greg Breitzman. The VES-affiliated team's notable recent efforts include campaigns for Time Warner and Hewlett Packard.
About De Motu:
Santa Monica-based De Motu, founded in 2009, specializes in high-quality motion graphics, design, animation and creative boards. The client-driven studio lives the creative process, bringing dedication, innovation, flexibility, design, and craftsmanship into every project, collaborating with the best directors, artists, editors and composers to see each product from conception to completion. De Motu houses the capabilities that would be expected of a large studio while delivering the intimate customer service of the boutique agency that it is, tailoring each project to its clients' specific needs.Current company principals include Founders and CDs Lauren Mayer-Beug and Nathan Boldman, Head of Production Daughn Godd Ward, and Amy Massingale-Hassler who will oversee sales. In addition to traditional collaborations with top agencies on spots for HP, Time Warner, Red Bull, and the American Cancer Society, De Motu has proven their ability to innovate with the recent efforts for the Grammy Museum and the design and execution of the opening installation sequence for the Annenberg Space for Photography.
