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    MPC Advertising bolsters sr. creative team in NY

    By SHOOTUpdated:No Comments1581 Views
    NEW YORK --

    MPC’s New York studio has boosted its creative firepower on a senior level with a major promotion and the relocation of a top talent.

    Ashley Bernes, previously a VFX/CG supervisor at MPC, has been promoted to creative director. Bernes, a 12-year veteran of MPC, arrived in New York to help open the company’s office there in 2011. And Dirk Riesenfeld, a senior effects artist, has relocated from MPC’s Amsterdam office to join the New York studio as 2D VFX supervisor. He has extensive experience working on high-profile ad campaigns in both Europe and the U.K.

    Camila De Biaggi, managing director, MPC New York, commented, “We’re delighted to recognize Ashley’s work with this well-deserved promotion and to welcome Dirk to the New York studio. Ashley’s creative leadership on some of our best work, coupled with his rapport with both creative teams and clients, makes this a natural next step in his career. Dirk brings deep creative inspiration and vast expertise working on major ad campaigns in Europe and the UK. Having them here is what makes MPC New York a hub for great work and amazing talent.”

    Bernes joined MPC in London in 2006 as a FX technical director and soon became a CG supervisor. He has been creative director on some of the studio’s most high-profile projects, including the Samsung “Billion Colors” spot as well the recent Tiffany’s “Believe in Dreams” campaign launch. Other projects in his portfolio include work for Mercedes, Kohl’s, IBM, Macy’s and Sony’s “Paint”, which won a Gold Lion at Cannes. He has also directed campaigns at MPC including Air Wick’s “Pure Colors” and a film for U.S. Navy’s “Sleep Tight” campaign.

    Bernes said, “I worked alongside some of the best and most inspiring artists in the business when I came to MPC, and the company’s culture, dedication and creative standards were ingrained into my everyday work ethic. Today we have a global mindset, and our commitment to tackle the most challenging and creative assignments has been critical to the growth of our brand and our talent. In my role as creative director, I’m looking forward to guiding our team as they continue to produce the very best results for our clients.”

    Riesenfeld joined MPC London in 2015 and later moved to its Amsterdam studio. He’s worked on projects for brands such as Nescafé, Pepsi and Mercedes-Benz, and has over 15 years’ experience in visual effects. Among his career highlights are the Heineken “Trailblazing” spot from 2017, and Milka’s “All for One.” Prior to joining MPC he was an effects artist at the boutique European postproduction company The Marmalade Post.

    Riesenfeld said, “I’m excited to be joining the New York studio, collaborating with the teams here and embracing the challenge of working in a different market. The studio has created some incredible work, and I want to continue producing the high-caliber products it’s known for, while helping to propel it even further.”

    Tags:Ashley BernesCamila De BiaggiDirk RiesenfeldMPC



    A Closer Look At Proposed Measures Designed To Curb Google’s Search Monopoly

    Thursday, November 21, 2024

    U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.

    The sweeping set of recommendations filed late Wednesday by the U.S. Department of Justice could radically alter Google's business, including possibly spinning off the Chrome web browser and syndicating its search data to competitors. Even if the courts adopt the blueprint, Google isn't likely to make any significant changes until 2026 at the earliest, because of the legal system's slow-moving wheels.

    Here's what it all means:

    What is the Justice Department's goal?
    Federal prosecutors are cracking down on Google in a case originally filed during near the end of then-President Donald Trump's first term. Officials say the main goal of these proposals is to get Google to stop leveraging its dominant search engine to illegally squelch competition and stifle innovation.

    "The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."

    Not surprisingly, Google sees things much differently. The Justice Department's "wildly overbroad proposal goes miles beyond the Court's decision," Kent Walker, Google's chief legal officer, asserted in a blog post. "It would break a range of Google products — even beyond search — that people love and find helpful in their everyday lives."

    It's still possible that the Justice Department could ease off on its attempts to break up Google, especially if President-elect Donald Trump... Read More

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