The launch of Playground rounds out the slate of post production services that Rinzlers group of companies provides to the advertising and entertainment industries. ?This is a synergistic addition, complementing our commercial, theatrical and broadcast divisions, said Rinzler. ?We see many opportunities in each of those areas to add visual effects and animation to our other offerings. Along with Price, who will serve as Playgrounds creative director, former Click 3x artists continuing with the new company include Henry artist Brian Shneider and Inferno artists Michael Peterson and Elliot Jobe.
Rinzler noted that Harleys House has collaborated with Price and his team on many projects, most recently on an effects-driven campaign for data storage provider EMC. ?Our philosophy is that if we are going to do something, we need to be among the best at it, he said. ?Ive known for some time that the group of artists at Click 3x is among the best in the country at what they do and when the opportunity presented itself to acquire their services, I jumped at it.
The transition from Click 3x to Playground has gone forth without an interruption in service. The new company is currently providing visual effects services for commercial campaigns for Alltel (The Marketing Continuum, Dallas) and Siemens (Publicis, New York). Just finished are projects for Visa (BBDO, New York) and Buick (McCann-Erickson, Detroit).
For Price and his team, the launch of Playground is an exciting event because it enables them to explore increased creative collaboration with the support of strong management. ?We have assembled a remarkable creative team who enjoy a shared vision and whose diverse talents fit together very well, Price explained. ?This is an opportunity to continue to work and grow as a team of artists. Price added that their new association has given him tremendous respect for Rinzler and his philosophy. ?The drive to be the best is evident throughout Harleys organization, and it is very exciting for us to become a part of it, he observed. ?It will help us to take what we have now and make it even better.
In his role as creative director, Prices focus will be exclusively on the quality of the companys work. ?My first and foremost duty is to ensure that the creative output of the studio is of the highest caliber, he said. ?My duties in achieving that end will vary with the project, from being the first point of contact with the client through pre-production planning and developing a creative and practical approach. My role is essentially to determine how all the pieces of the jigsaw puzzle are going to get done, and that, in the end, they fit together beautifully.
?In terms of making the pieces fit together, no one does it better than Craig Price, Rinzler added. ?He is an exceptionally talented artist.
For Rinzler, the launch of Playground is the culmination of his goal to develop an end-to-end production solution suited to todays entertainment and advertising marketplace. ?We are active in both commercial advertising and entertainment marketing, and our staff includes some of the best artists in each field, he concluded. ?We offer an unprecedented array of resources and can redirect them instantaneously as needed. We have the ability to unite the sensibilities of commercial advertising, entertainment advertising and broadcast advertising and that gives us a different creative perspective. In short, we can utilize our diverse resources and talents to create unique solutions for our clients. That is the promise of this family of companies.
Playground is located at Bergamot Station, 2415 Michigan Ave., Santa Monica CA 90404. For more information, call (310) 264-5511.
Harleys House is headquartered at 1855 Centinela Ave., Santa Monica, CA. For more information, call (310) 829-4255
Click 3x, animation, visual effects, Playground, Harley Rinzler
Source:Digital Media Online.
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