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The Mill and MPC Advertising Unite Under The Mill Brand

Technicolor Creative Studios merges the 2 companies, creating the world’s largest VFX studio for the advertising and brand experience industries.

Technicolor Creative Studios has announced the incorporation of award-winning VFX studio MPC Advertising into sister brand The Mill, creating the world’s largest VFX studio for the advertising and brand experience industries. The new consolidated, single global studio will be led by Josh Mandel, previously CEO of The Mill, who will be taking on the new role of President of Advertising at Technicolor Creative Studios. The Mill’s existing studios in London, Berlin, New York, Chicago, Los Angeles, and Bangalore will combine with MPC Advertising’s studios in London, Amsterdam, Paris, Shanghai, New York, and Los Angeles.

As one market-leading brand, the expanded studio will focus on three core business offerings within the advertising & brand experience markets: visual effects, creative production, and brand experience.   

This year, The Mill’s growth plans include new studios in Seoul and Shanghai as well as expansion of European operations in Paris, Berlin, and Amsterdam. Bringing MPC advertising into The Mill and the launch of new studio locations is expected to create new jobs and broaden the company’s creative offering.

The Mill plans to invest in new production, immersive, and interactive technologies as the market develops in new areas such as real-time production and the metaverse. The merger is expected to drive innovation by tapping shared talent, knowledge, and the expertise.

The move is positioned as the next phase of Technicolor Creative Studios’ transformation strategy, with additional changes planned across the business in gaming, animation, and feature film.

“Our agency and brand clients have consistently asked us to extend our VFX prowess into new areas of premium craft, from design and direction through to immersive experiences,” shared Mandel. “We will now have the might to do all of this at global scale and will continue to serve those ambitious agencies and brands looking to leverage our virtual production capabilities and innovation in the use of real-time game engines, XR, Spatial Experience and creating for the metaverse.”

Mandel will be joining fellow Technicolor Creative Studios brand presidents: Tom Williams, President of MPC VFX; Andrea Miloro, President of Mikros Animation; and Jeaneane Falkner, President of Technicolor Games.

The structural changes will roll out in January 2022, with MPC Advertising re-branding as The Mill effective immediately. 

Source: Technicolor Creative Studios

Debbie Diamond Sarto's picture

Debbie Diamond Sarto is assistant news editor at Animation World Network.