International content creation, brand communications and VFX house Gravity has launched a West Coast office under the aegis of Karin Levinson, VP of features and TV. The new Santa Monica operation, which will be fully integrated with Gravity’s New York, Connecticut and Tel Aviv shops, is off to a fast start, producing visual effects work for Warner Bros.’ Crazy, Stupid, Love. In fact, Gravity has been named sole visual effects vendor on two Warner Bros.’ films, the other being Arthur, for which VFX are being produced by Gravity’s New York studio. Additionally Gravity N.Y. has been awarded VFX duties on Universal Pictures’ Tower Heist directed by Brett Ratner.
Levinson, who’s moved from the East to the West Coast, has been a key player in Gravity’s feature and TV division since 2005 when it operated under the RhinoFX banner. Levinson’s experience as an exec producer spans feature, TV, VFX and being able to facilitate clients tapping into tax credits and incentives for the VFX and design work produced on their behalf by Gravity. She spearheaded the company’s expansion into Stamford, CT, in 2007 to take advantage of tax incentives there, and has now done the same in California which maintains a film incentives program that provides a 20 to 25 percent tax credit on qualifying projects and production expenses.
As for other recent projects, Gravity produced and delivered VFX, along with creating the main titles design, for the upcoming Universal Pictures’ film Adjustment Bureau. From its N.Y. base, Gravity served as the lead VFX house on the film, which stars Matt Damon and Emily Blunt, and is slated for a March release. Gravity’s other credits as of late include VFX contributions to Salt (Columbia Pictures), The Other Guys (Columbia Pictures) and I Love You Phillip Morris (Roadside Attractions/Mad Chance Productions, Europa Film Corp.).
During Levinson’s tenure over the past five years, Gravity has turned out VFX for such features as The Reader, Soul Men, Ghost Town, Cop Out, The Nanny Diaries, Grace is Gone, and Perfect Stranger.
On the TV front, Gravity’s VFX work includes imagery seen in episodes of HBO shows The Sopranos, Bored to Death, and Sex and the City.
Spot developments
Gravity has also been gearing up on the spotmaking front over the past months, first with the hiring of Bob Samuel as chief marketing officer and executive producer for the company’s Commercials Group. Based in N.Y., Samuel will report directly to Zviah Eldar, CEO, cofounder and chief creative officer of Gravity. Samuel will be responsible for building on Gravity’s design, effects, animation and digital business, as well as administering a philosophy outlined by Eldar to make Gravity flexible and versatile in servicing the needs of cross-platform marketers.
Prior to Gravity, Samuel served as an independent executive producer and content consultant. Over the course of his career, he has produced work for such clients as Apple, Kraft, BMW, Dr Pepper, AT&T, PepsiCo, MasterCard, IBM, Nike, American Express, Volkswagen and Audi. Back in ’04, he joined Core, LLC, as managing director and initiated co-branding, web and environmental content relationships with Gucci, Karl Lagerfeld, Apple and other brands.
Earlier, Samuel was partner and director of broadcast production at Gardner Nelson & Partners, N.Y. During his tenure there, he developed the agency’s first branded long-form program and worked with Bank One, Chase, Southwest Airlines, CESA and Cablevision, among other clients.
Samuel’s prior roosts included Coppos Films, Ammirati & Puris, Saatchi & Saatchi, McCann Erickson, DDB and ABC Sports, Inc.
Following its hire of Samuel, Gravity secured the services of Nic Seresin as VFX supervisor/lead Flame artist. Seresin will lead VFX projects from conception through to completion, and continue to work with directors on shoots. He will also oversee the company’s team of technical, artistic and production personnel, reporting directly to Eldar.
Seresin brings 18 years of design and VFX experience to Gravity, and most recently served as lead VFX artist for London/N.Y. VFX house Smoke & Mirrors. He began his career at The Mill, followed by Moving Picture Company, both in London. Seresin, who has assorted commercials to his credit, also worked on VFX for feature films including Harry Potter and the Sorcerer’s Stone, G.I. Jane, My Life So Far and Sweeney Todd. Seresin’s work has garnered honors at the AICP Show, BTAA, D&AD, the Cannes Lions International Advertising Festival, NY Festivals, and The One Show.
Also coming into the Gravity fold is Win Peniston as VP of digital strategy and development. Reporting to chief digital officer Shemi Levi, Peniston–who previously served as senior VP. strategy & development at Posner Advertising–will be responsible for spurring on Gravity’s digital growth and new business development, as well as the strategic depth of its management team.
Peniston will oversee the pairing of creativity with technological innovation to help achieve engaging experiences for brands and consumers. Gravity’s digital exploits span high-end digital video content, websites, virtual worlds, social media programming, mobile applications, online marketing and varied other interactive platforms.
At Posner Advertising, Peniston led the brand planning, digital marketing and new business development teams, and worked on integrated and digital marketing strategies for such clients as LG Electronics, Toll Brothers and Prudential Douglas Elliman.
