Alan Bibby and Dan Sormani have joined MPC Creative’s NY office as director/creative director and executive producer, respectively. Bibby comes over from the NY studio of Logan while Sormani was head of production at the since shuttered NY office of Goodby Silverstein & Partners. Prior to that, Sormani was also at Logan where he teamed with Bibby on numerous projects for ad agencies.
A division of the global visual effects studio MPC, MPC Creative is a concept-generating and ideation collective that provides start-to-finish content and production solutions for agencies and brands. It utilizes both its own roster of creative directors and live action directors as well as MPC’s capabilities in VFX, design, CG, experiential and VR.
A designer and director known for cinematic visuals and a flair for meshing them with VFX, Bibby has created ads for Google, Mercedes-Benz, Castrol, Honda and Budweiser, among other brands. His music videos, short films and experiential projects have won acclaim, with “Princess of China,” featuring Rihanna and Coldplay, being nominated for a MTV Music Video Award. His films have screened at festivals and museums around the world, including MoMA, PS1, the Tate Modern and Palais de Tokyo. He’s also directed concept-driven fashion films for such labels as Marc Jacobs, Electric Feathers and SANS.
“I think there’s a tremendous opportunity right now for companies like MPC Creative,” said Bibby. “The lines are blurring in terms of where work originates and where ideas come from, and there’s a lot up for grabs. In this environment you need strong creative and technical chops to generate the kind of feature-level work people gravitate to. In this regard MPC is a powerhouse, one of just a few companies that possess a combination of artistry, unparalleled technical prowess and truly global scale. This gives us the ability to produce work that’s as culturally relevant as it is unexpected, and that’s incredibly appealing, both for creatives such as myself as well as for our clients.”
Sormani has extensive experience in integrating VFX and live action. In addition to his stint at Logan, he’s held executive producer positions with Brand New School, Lifelong Friendship Society and Stardust, launching the latter’s New York office. Projects he’s produced or executive produced have been honored at Cannes Lions, Clio, AICP Show and Promax/BDA, with the campaign he worked on for Help, a line of health care products, winning the Cannes Grand Prix for Good in 2012. He also worked on Burger King’s “Whopper Freakout” and Tide’s lauded “Talking Stain” spot.
Sormani sees the evolution of the client/agency/production house model as one that bodes well for studios such as MPC Creative. “This is a time for innovation in how brand content is created and produced, and that attitude is demanded here at MPC,” he said. “Offering clients a top tier global resource, and one that can work with them all the way from concept through completion, perfectly fills this growing need.”
MPC Creative also operates out of offices in Los Angeles and London. Its roster of directors and creative directors are represented by Uncle Lefty in the East, Baer Brown in the Midwest and Shortlist in the West.
Recent work produced under the MPC Creative banner includes spots for IBM out of Ogilvy, AT&T out of GMMB, BMW out of KBS, Airwick via Droga5, and client-direct work for Reebok. The studio also created a short film and VR experience for the electric vehicle company Faraday Future that launched at CES in January and a VR experience for the Sony Pictures feature Goosebumps that starred Jack Black.
