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Fuel Co-Founder Simon Maddison Joins Cutting Edge

Cutting Edge Sydney welcomes Fuel co-founder Simon Maddison as VFX Supervisor and creative lead.

Cutting Edge Sydney announced that respected industry VFX guru Simon Maddison has accepted an opportunity to join Cutting Edge Sydney as VFX Supervisor and creative lead.

As one of the key figures in the establishment and subsequent success of Fuel VFX, Simon brings to Cutting Edge an immense level of experience and creative clout.

According to Simon, joining Cutting Edge represents a significant creative opportunity, and as ever, it's the chance to create outstanding work that has him buzzing.

"I'm excited by making things that are new. In an industry that is always moving forward at a break neck speed it's a wonderful challenge to try and harness that. In my opinion if it's never been seen before and it gets peoples' attention in a positive way then I've done my job," said Simon.

"The other thing is the mediums that we have at our disposal right now. In today's environment the delivery of any given message feels almost limitless. Finding new and exciting ways of achieving that is the next challenge we have in front of us and I intend to play a part in that."

Michael Burton, Cutting Edge CEO, said that during discussions with Simon, he was particularly taken by what motivates him.

"Simon's driven by two things. Firstly innovation. He loves to see our industry progress both technically and from a storytelling point of view. To get those two things just right can be incredibly powerful," said Michael.

"When he sees a film or a commercial or a short film that is fresh and affects people emotionally, he's blown away. The pieces that need to align to make that happen are complex. Solving that puzzle is the other thing he's motivated by."

A major part of Simon's acknowledged success to date is his refreshing approach to a creative challenge.

"My approach to a brief is always to first understand what is at its heart. If everyone is on the same page it makes for a great foundation. It's then my job to develop the best creative, dissect it into its many parts and work like hell to deliver the best possible pictures to tell that story," said Simon.

"At any stage in the production, if it can be better it's my job to make it better. In my experience, exceeding expectations, even my own, is a sure fire way to end up with a result that everyone can be proud of. That often involves getting a lot of very talented people who are passionate about their part of the process gathered around and help focus them on the final result. Sydney has such an amazing talent pool and that makes us incredibly well placed on an international level."

Most recently, Simon’s commercial work has included the latest Virgin 'The Romance is Back' spot, as well as effects driven commercials for Sony, McDonalds, Optus and Gucci. Recent feature work includes Iron Man 3, The Avengers and Jon Favreau's Cowboys and Aliens. As a director, Simon’s highlight spots include work for Nike Portland, Wrigleys and the first Bankwest Squirrel tv ad.

Source: Cutting Edge

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Jennifer Wolfe is Director of News & Content at Animation World Network.