In order to create a more distinct identity for its graphics division, Chicago- and Santa Monica-based postproduction house Avenue has split it off into a separate entity, Somersault.
The Somersault ensemble in Chicago includes senior graphics artist Chris Markos; motion graphics designers Robert Bial and Sally Gorney; and senior Inferno artists Greg Huber, John Montgomery and Paul Rosckes; the team is rounded out by Karen Sheehan, who recently joined the company in the newly created position of graphics producer. Sheehan previously worked as a producer of corporate and broadcast videos at Sensory Technologies, a boutique post house/ film restoration facility in Downers Grove, Ill.
The Santa Monica-based Somersault team consists of senior Fire design artist Kim Harper and Inferno artist Doug Spilatro. Avenue’s Santa Monica-based executive producers Wendy McCarty and Jeff Yuen will also oversee graphics production at Somersault.
Avenue’s reputation as a film editing postproduction facility has somewhat overshadowed its graphics department, which specializes in typography, 3-D modeling, animation and compositing. By creating its own identity, Somersault hopes to highlight its artisans’ design abilities, and to target clients with design needs in a wider range of areas.
McCarty hopes that the creation of Somersault will bring more recognition to its talent and put the company on more equal footing with other shops known for graphic design, such as Los Angeles-based Imaginary Forces.
"With the likes of Robert Bial and Kim Harper," said McCarty, "huge amounts of artistry and technicians are involved, with the latest-and-greatest [equipment]. We just happen to be under this umbrella of Avenue."
In addition, McCarty noted that there has been significant growth in the number of design-driven spots: "So many commercials out there are beautifully designed and we’d love some of that work."
Somersault’s suites are equipped with three Infernos, a Flame, a Flint, Combustion, Maya 3-D and AfterEffects. Among the Chicago shop’s recent graphics projects are spots such as "Dream of Nothing," "Aurora" and "Home" for Oldsmobile via Leo Burnett Co., Chicago; "Radar" for AirTran Airlines via Cramer-Krasselt, Chicago; "Forecast" and Dream" for Moen Faucet, also out of Cramer-Krasselt; and "Bartender" for Michelob via The Leap Partnership, Chicago.
From the Santa Monica office, Harper is designing and compositing a full graphics package for the upcoming show Eco-Challenge, created by Mark Burnett, executive producer of CBS’ Survivor. Slated to air on the USA Network in April 2001, Eco-Challenge was filmed in Sabah, Malaysian Borneo and is billed as the world’s premier expedition race in which competitors undertake a rugged 320-mile course. Additionally, Spilatro is working on an eToys spot, out of Publicis & Hal Riney, San Francisco, and is collaborating with Harper on a Kawasaki spot, out of FCB Costa Mesa.
