Creative studio MPC NY has fortified its credentials with the addition of David Estis as its new creative director of digital. Estis, who joins the studio from B-Reel, is a multidisciplinary creative specializing in motion, experiential, and interactive design. In his new position, Estis will focus on integrating digital, design, and broadcast VFX for agency and direct-to-brand clients.
“Since opening the NY office last year, we’ve made a concerted effort to build a fully integrated shop and to avoid creating a compartmentalized internal structure with various, disconnected divisions. Someone like David, with a strong history in traditional design-driven work and an extremely impressive portfolio of interactive and digital work, helps build a strong foundation for this approach,” stated MPC NY MD Justin Lane. “He’s only been here a few weeks and has already added tremendous value by helping on multiple pitches for broadcast work and interactive/experiential, some covering both, proving to us that this is the right direction for companies like ours.”
“Versatility and adaptability are the cornerstones of the modern production landscape, and MPC understands that like no one else,” noted Estis. “This is a highly creative environment that enables us to bring the most out of someone else’s idea, or to work with agencies and clients to develop a new concept from the ground up.”
MPC has generated considerable interest in this area, recently completing an array of buzz worthy interdisciplinary work, including an interactive project displayed in Times Square for Nike Fuel, an installation introducing McLaren Cars’ new super-car, and a multi-site installation for a prominent energy brand.
“To be honest with you, there aren’t many companies doing what we do right now. You have your broadcast VFX and design companies on one end of the business and the digital/interactive on the other,” continued Estis. “While this might make sense in terms of technological capabilities, the visuals tend to suffer, as the talent isn’t always there. With MPC, we have the talent in house, whether it’s CG particle specialists or design oriented CG artists, sometimes sitting right next to each other. I’m excited to get to work such a versatile team.”
Estis, who has also worked at The Mill, Razorfish and Exopolis, has led the creation of digital, immersive, interactive and video experiences for Tanqueray, State Farm, Skype, the AFL-CIO, M•A•C Cosmetics, MBUSA, Ford, Balenciaga, Ralph Lauren, TED, HULU, GM, Microsoft, Apple and Nicktoons. He acted as creative director for Razorfish’s multi-award winning site and has developed numerous award-winning entertainment campaigns for Universal Pictures, Fox International and Focus Features.