Passion Pictures has signed Universal Everything for commercials representation and web based projects. Universal Everything, which is based in Sheffield, was founded by creative director Matt Pyke in 2004. Described as being at the crossover between design and art, Universal Everything has produced work for Apple and the London 2012 Olympics, as well as self-initiated pieces and unique projects for brands and galleries including the Museum of Modern Art in New York and Colette in Paris. Recent projects include animation for the launch of the Nokia e71 Smartphone and "Forever," an installation in the V&A Museum's John Madejski Garden. Executive producer Michael Adamo said, "Signing Universal Everything was a no-brainer. Matt has a clear voice and a remarkable ability to design for every form of media known (and not yet invented). Passion will give Matt the opportunity to apply his skills to these and more traditional forms of media plus the power of a world class studio to push his work into new realms. At a time when Passion directors are applying their talents to an ever increasing array of media it seems very natural to embrace a director who is at the forefront of that movement."
Pyke said, "We are super-excited to be working with Passion, this partnership will help us evolve in directions we haven't yet imagined."