Radium, the San Francisco-based digital effects studio headed by principal/creative director Jonathan Keeton, has inked an exclusive pact with San Rafael, Calif.-headquartered JexFX, a practical effects house owned by visual effects supervisor Gary Platek. Per the deal, the two companies will collaborate on feature, commercial and other projects that would benefit from both computer and mechanical effects. The two effects shops remain separate entities.
"Our intention has been to integrate practical effects to complete the tripod," said Keeton. Radium offers both digital composite and CGI graphics and animation. The deal with JexFX," he added, "is a creative alliance."
Dating back to when Keeton was at Western Images, San Francisco, he and JexFX’s Platek have teamed up on projects several times over the past 10 years, including work on the Honda spots "Drop" and "Airflow," which were created by Rubin Postaer and Associates, Santa Monica, Calif., and produced by now defunct (Colossal) Pictures. Richard Kizu-Blair, who is now repped by Pandemonium, San Francisco, helmed the spots. Keeton said a recent conversation with Platek about how Radium and JexFX might complement each other led to their deal.
"Often mechanical effects are more costly [than digital ones], or people don’t know how to combine [the two disciplines]." The deal, Keeton added, will promote "a synergy. There’ll be more crossover."
JexFX is essentially a one-man operation experienced in liquid, laser and cloud tank effects as well as custom mechanisms and live action animatronic puppets. The shop has been primarily active in features and has contributed to more than 20 films including Contact, Flubber, James and the Giant Peach and Apollo 13. Shortform credits include the aforementioned Honda ads, as well as spots for Skittles and Miller Genuine Draft, and the Grateful Dead’s music video "Touch of Grey," which was directed by Gary Gutierrez, who at the time was at (Colossal). The clip featured live action footage of six life-size skeleton puppets performing in place of the band members.
Platek said the alliance is "a great deal for me because it will allow me to [develop ideas] I’ve had on the back burner."
Also relevant is what the companies are calling a "research and development" endeavor. Radium’s software developers, designers and directors will work with Platek on motion-control rigs, robots, and other practical tools. "We think we’re going to find some new solutions," Keeton said.
An ancillary advantage to the deal is a strengthening of JexFX’s ties to the spot world, while Radium gets a stronger toehold on features. Radium’s credits include Budweiser’s "Neighbors," which was directed by Wayne Isham of Los Angeles-based A Band Apart Commercials via DDB Chicago; Web MD’s "Info Highway" via Gotham, New York, and directed by Danny Ducovny of Cucoloris Films, Venice, Calif.; and More.com’s "Supermodel," out of Gardner, Geary, Coll & Young, San Francisco, and directed by Graham Henman of bicoastal HKM Productions.
Radium, which also maintains a Los Angeles office, most recently wrapped ‘N Sync’s video for "It’s Gonna Be Me," which was helmed by Isham.
