Production Company A-List 2011 One to Watch: Motion Theory
The shop's got skills, from think-worthy exhibits to bungee jumping cars.Published: Feb 10, 2012
L.A.-based Motion Theory is one shop that over the years has helped to expand the notion of creative production and did so in no short measure in 2011. Director/co-founder Mathew Cullen spent four months working on IBM's multimedia extravaganza, the "Think Exhibit," which appeared at New York's Lincoln Center last fall. Cullen helmed the 10-minute film at the heart of the exhibit, but also oversaw various datavisualization and interactive content displayed on multiple screens littered thorough the immersive exhibit space.
Another notable leap was a Chevy Sonic online-to-real world campaign, for which newly-signed directing team Syyn Labs, the minds behind OK Go's "This Too Shall Pass" Rube Goldberg video, created a massive contraption whereby users online could gradually prod a Chevy Sonic into plummeting from great heights via a massive bungee cable, for Goodby Silverstein & Partners. Also arriving on board was feature director Guillermo del Toro (Pan's Labyrinth, Hellboy), who's also a partner in Mirada, the effects and creative lab he co-launched in 2010 with Motion Theory founders Cullen and Javier Jimenez.
Beyond that, the production company continued to turn out great design/effects and live action mashups upon which it built its reputation, on Mark Kudsi-directed spots like Glad's "Manhattan Sky" out of DDB San Francisco, which imagined what the world would look like if trashbags filled the New York sky and Fiat's "Get Ready" which featured the car in a myriad of split and multi-screen configurations. Grady Hall was also at the helm on the imaginative and delightful "Giulia" for Camparisoda, out of Euro RSCG Milan.
While the shop's ever-expanding output makes it one to watch over the coming year, other happenings level up the excitement: the company moved into a larger production space in Los Angeles and brought on board well-respected industry vet Jeff Scruton of MJZ as President, with an eye to bolstering further the shop's live action offerings.