Light Iron–a Hollywood-based postproduction house specializing in on-site dailies, digital intermediate, archival, and data services for projects originated on file-based motion cameras–has expanded into the New York market, acquiring all post facilities and resources of OFFHOLLYWOOD, located in the Soho district of Manhattan. Terms of the transaction were not disclosed.
Light Iron CEO Michael Cioni noted that OFFHOLLYWOOD’s reputation in NY is akin to that of Light Iron’s in Los Angeles, namely a leading player in “emerging technologies and expert workflows that are changing everything about motion pictures.” He credited OFFHOLLYWOOD’s founders Mark Pederson and Aldey Sanchez with building a company that fully understands and embraces file-based workflow across production and post. Cioni related, “As Light Iron absorbs OFFHOLLYWOOD’s postproduction operations, we will push capabilities even further by bringing new talent and new technologies that the New York television, feature, and fashion markets haven’t yet experienced.”
Light Iron NY is open for business immediately, featuring a DI grading theater, DI grading suites, a digital lab, and archive center. Cioni is relocating to New York to oversee the new operations.
OFFHOLLYWOOD will continue as a production service company, expanding its camera rental and support operations on a different floor of the same building. In addition, OFFHOLLYWOOD will be the New York region’s exclusive provider of Light Iron’s award-winning OUTPOST Mobile Systems.
“We have reached a new era in production, where no camera package is complete without a tested post workflow,” said OFFHOLLYWOOD’s CEO Pederson. “With this transaction, OFFHOLLYWOOD has access to both Light Iron’s Mobile Systems and their expert team, so we can equip our clients with the most advanced technologies and resources available anywhere.”
Light Iron and OFFHOLLYWOOD have intersected numerous times, as the principals of both companies were among the earliest adopters of file-based workflows when many in the post industry were highly critical of tapeless acquisition. Most recently, both companies supported the feature Texas Chainsaw 3D, which led the weekend box office upon its release on January 4. OFFHOLLYWOOD provided cameras and stereoscopic 3D acquisition equipment and support, while Light Iron provided on-set data management, digital intermediate, and digital cinema mastering.
Even though Light Iron is only three years old, high profile projects (recent credits include Hitchcock, Flight, the TV series Veep, and commercial campaigns for Mattel and Skechers) have contributed to strong and rapid growth. The company just opened a second Hollywood facility in September 2012 that is dedicated to its popular on-set OUTPOST services. Expanding to New York was an inevitable next step for Light Iron.
Cioni noted, “I personally look forward to relocating to New York and bringing with me Light Iron’s unique blend of creativity and technology. Our mission is to enhance the creative process for the television, feature, and fashion markets by continuing to be the leading architect of modern production and postproduction strategies.”
As the director of Saturday Night Live‘s Film Unit, client Rhys Thomas–who gained inclusion into SHOOT‘s 2012 New Director Showcase and is on the spot/branded content roster of Skunk–is looking forward to Light Iron’s move to his city. “I’ve traveled to Light Iron LA to pick their brain and experienced the talent they have to offer. Having the resources and ideas of Light Iron at home is going to be very exciting for the New York market.”
IKEA Wins The Grand Effie At The 2024 Effie Awards UK
Effie UK, which recognizes and celebrates the most effective marketing in the U.K., has unveiled the winners of the 2024 Effie Awards UK competition.
Thirty-eight Gold, Silver and Bronze winners were awarded this year for solving a marketing challenge effectively, connecting with the target audience and achieving outstanding results. IKEA scooped the Grand Effie for the most effective marketing campaign in the UK this year, and also a Gold for its long-running brand campaign, “The Wonderful Everyday.” Five other brands were also awarded Gold: McCain, McDonald’s, Ford, Specsavers and Tesco Mobile.
Thirteen brands – P&O Ferries, Tourism Australia, Very, Three UK, Mayor of London, Department of Health and Social Care, McVitie’s, ITV, KFC, The National Lottery, HSBC, Uber and IKEA – received Silver Awards.
Effie UK also handed out Eighteen Bronze awards to: ITV, Tourism Australia, Vanish, Heinz Pasta Sauces, KFC, Boots, ITV Britain Get Talking, Tesco, Nurofen, British Airways, Smarty Mobile, Capita for the British Army, Starling Bank, Aviva, Park Christmas Savings and Aldi UK.
Among this year’s top-winning agencies were Mother London, which as well as winning the Grand Effie, Gold and Silver for its work for IKEA also picked up Silvers for its work for KFC and Uber (both in the New Product or Service Introductions and Line Extensions category), and a Bronze (in the Restaurants category, also for KFC).
VML won a Gold in the Positive Change: Social Good category for its work for Ford, a Silver for HSBC (in the Sustained Success - Services category), and two Bronzes for Boots (in the Beauty & Personal Care and Sustained Success - Products categories) plus a third - by VML Spain - for Heinz Pasta Sauces (Sustained... Read More