As Demand for MPC LA’s High-End Advertising Work Expands, So Does Its Santa Monica Studio
MPC LA has recently finished an extensive 7,000 square-foot expansion of its Santa Monica studio, with the new hub housing MPC VFX, MPC Creative for the advertising industry; along with separate pre-viz and screening room supporting the MPC Film global offices.
Conceived by cutting edge architect Bruce Bolander, the expansion seamlessly integrates with the original Patrick Tighe design while encouraging increased client collaboration and comfort. “While this space brings new capabilities and staff, one of our central goals throughout the building process has been to keep the close-knit vibe that makes MPC a special place to work,” stated MPC LA MD Andrew Bell. “Our vision was for a dynamic studio that provides opportunities for greater client integration, while giving our creative and energetic staff the horsepower they need to execute the high-quality work that we’ve become known for.”
Private terraces off each hero project room provide clients with a relaxed and inviting place to meet with MPC’s team and focus on their work. “We wanted a space that encouraged our clients to feel at home and stay for a while,” explained Bell. “The terraces, along with the comfortable furniture, polished concrete floors, artwork and large project rooms were made with them in mind. The overall result evokes a Californian relaxed vibe and comfort, balanced carefully with state-of-the-art machinery.”
The new open-plan studio houses two Smoke suites, several large Flame, CG and Nuke rooms with independent screening capabilities. MPC Creative has a new designated office and meeting room space, along with a specialist design studio.
The expansion also brings the considerable resources of MPC Film to Santa Monica, with the addition of a new pre-vis studio. The studio houses a dedicated team of experienced pre-vis artists with diverse credits, along with a state-of-the-art screening room for on-site client reviews and approvals. Networked technology also allows for collaboration and review of sequences completed between each of MPC’s global facilities. “Added capability for our features business was a natural progression for us, as a lot of our high-end directors and DPs live and work in LA,” stated Bell. “The screening room will allow us to show them finals coming from our global office network.”
MPC recently teamed up with Pony Show’s Academy Award-winning director Spike Lee and Goodby, Silverstein & Partners on a trio of spots for the NBA featuring the L.A. Clippers’ Chris Paul and the legendary N.Y. Knicks’ Bernard King. MPC also played a key role in developing Nike+’s massive Game On advertising campaign with Director Adam Berg – coordinating with three other MPC hubs globally to turn the project around in just seven days. Other work by the Santa Monica studio includes a spot for Fly Buys with Clemenger BBDO which pairs Fly Buys customers with stunningly detailed CG renderings of exotic animals.
MPC is an award winning VFX and Digital studio servicing the advertising, motion picture and television industries. From its London, New York, Santa Monica, Vancouver, and Bangalore offices, MPC’s dynamic and diverse team delivers industry-defining VFX, animation, motion graphics, color grading, production, projection mapping, social and mobile application development, online advertising, data management, software R&D and pipeline development.
With a trio of integrated divisions, MPC utilizes a unified approach that drives the use of existing or newly created assets across the whole range of today’s media landscape. MPC Creative handles client projects directly with top-notch directing, CG animation and character design. MPC FX Studio is a dedicated corps of graphic and digital designers who bring clients’ visions to life. MPC Data Lab processes the content and makes it available for editing on demand. MPC is a Technicolor Company.