Not To Scale has signed director Mate Steinforth for representation across its film and animation studios in London, Amsterdam and New York. His notable credits range from interactive films for Nike to sublime interstitials for MTV, and most recently a dystopian interactive VR music video for hip underground electronic artists MODERAT’s new single “Reminder.”
Steinforth has worked previously in New York as a creative director of Psyop and when he isn’t pushing pixels he’s also a founding partner and organizer of design conference Faux Images. After several stints at studios in various cities, Steinforth settled into a position as a partner and creative director of SEHSUCHT in Berlin. SEHSUCHT’s artists and designers specialize in blending visual storytelling with technical innovation to produce creative content for every platform. Steinforth’s style and sensibility boils down to a strong graphic foundation combined with a drive and excitement for utilizing new technologies.
Steinforth’s cutting-edge 3D online WebGL experience for Nike which rotated seven shoes in interactive loops was viewable via mobile and also presented embedded into dynamic point of sale installations in selected Nike stores and across their social media. These innovative and captivating animations were part of the FWA selection and received an ADC Bronze and honoree Webby Award.
At Not To Scale Steinforth reunites with NY exec producer Eve Strickman. Not To Scale’s founder Daniel O’Rourke said of Steinforth, “he has a knack of creating fantastical yet familiar worlds where characters and metaphor are subtly employed to create diverse and engaging film content.”
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More