Digital studio Radium/Reel FX, (Santa Monica/Dallas) takes the final step in fully joining its commercial and entertainment brands by officially re-branding under one name: Reel FX.  The re-brand includes a complete logo and website makeover for the studio, and is the result of the continuing fusion of Radium and Reel FX that started in spring of 2007, when Reel FX acquired Radium.  Reel FX will continue to operate in its current Santa Monica and Dallas spaces, and continue to produce and develop award-winning animation, VFX and design work for commercial, entertainment, live-venue/special attraction and interactive projects.

Much of the motivation behind the re-brand was to solidify and clarify the company’s image as Reel FX continues to grow. In the past seven years alone, the studio has grown from 126 to over 300 employees. Says Executive Producer Gary Banks, “Although Radium and Reel FX began separately, it became increasingly evident over the past five years that one of the keys to our success was the ability to cross-utilize our artists and cross-promote our projects across the studio. Since 2010, we have taken strategic steps toward this rebrand, by transitioning first to Radium/Reel FX and now, Reel FX. We are, after all, one studio, dedicated to creating amazing work for our clients whether it’s a :30 spot or a 120 minute feature. It’s only fitting that we now share one name.”

Overview

The revamped logo is an “R” – a nod to both Radium and Reel FX – encircled by a seemingly simple, hand-drawn line with REEL FX centered below.  On the new website and other branding collateral, the line takes the shape of robots, cowboys, rockets, pirates, and hundreds of other images, supporting the idea that Reel FX is where unexpected creative ideas take shape. It is also meant to convey that even the most complex ideas start with a simple line. In support of these concepts, Reel FX commercial and entertainment artists from almost every discipline in the studio crafted a :30 motion piece (Hyperlink) for this launch. The piece captures the logo’s hand-drawn pencil line, which comes alive and inspires the “R” to transform into ideas of all shapes and sizes and styles including a colorful bipedal octo-creature, a retro ray-gun, a growing neighborhood, and an 80’s video-game screen. The team used techniques ranging from hand-drawn animation to traditional 3D CG animation, stop-motion, and motion design to create the various vignettes. The score is an original composition by Creative Director Barrett Lewis. Over 90% of the sound design was also created exclusively for the piece by Audio Engineer TJ Callaway.

Adds Executive Creative Director and Reel FX co-founder Dale Carman, “Although Reel FX is known for its entertainment projects, the studio actually began in commercial work almost 20 years ago, and it remains an integral and vital part of our business. We are excited to take this final step in joining our commercial and entertainment divisions under one name which supports our mission of being a one-stop creative studio for our clients. We are also thrilled to show the world our new face and all of the great pieces of collateral that have been created for this launch. So many people were part of making it happen and we feel that it truly reflects the personality of our studio as a whole.”

The re-brand launch caps off a successful past year for the studio, which celebrated many awards and milestones in 2011 on both the work-for-hire and development sides of the business. Reel FX’s work on Katy Perry “Firework” was named MTV’s Video of the Year in September 2011. The studio also received its 3rd consecutive V.E.S. nomination in January, and delivered two Annie Award-nominated projects for clients Warner Bros. Animation and Blue Sky Studios. Also on the commercial front, Reel FX delivered three Super Bowl spots in 2011, and one in 2012; it took home multiple AICE nominations and 5 Telly wins. Additionally, Reel FX University (RFXU), one of the most competitive and respected animation, VFX and design apprenticeships in the industry, also kicked off its 9th session in January 2012.

Reel FX has also secured and is actively developing multiple CG-animated and effects-driven, live-action projects.  Projects underway include Turkeys, the studio’s CG-animated comedy directed by Jimmy Hayward (Horton Hears a Who!); Day of the Dead, a CG-animated “Romeo and Juliet” style love story set against a Mexican “Day of the Dead” backdrop; an animated feature adaptation of the Dark Horse graphic novel, Beasts of Burden, produced by Andrew Adamson (Shrek) and Aron Warner; and another CG-animated project, 9Lives. The studio also recently collaborated on the production of the 3D film Cirque du Soleil’s “Worlds Away,” written and directed by Andrew Adamson, and executive produced by Academy Award®-winning filmmaker James Cameron (Avatar). Cary Granat and Ed Jones served as producers on the project for Reel FX. Cirque du Soleil’s “Worlds Away” is currently in post-production and set to debut in late 2012 from Paramount Pictures.

About Reel FX

Reel FX is a streamlined provider of digital content for film, TV, publishing and digital media. It is a one-stop studio for the development and production of CG-animated and effects-driven live-action “family franchise films”, commercials, and special attractions. Reel FX combines top creative talent (writers, directors, animation and effects artists) with seasoned executives and a proven proprietary animation and effects software (developed by Reel FX), which allows artists to work & collaborate more effectively and control rising costs often associated with CG projects. In addition, Reel FX also develops and secures the rights to franchise-worthy literary material.  Reel FX is led by a team of industry veterans including Academy Award®-winning, former Industrial Light and Magic Senior Executive, Ed Jones, and former Walden Media CEO, Cary Granat.