Imaginary Forces Adds Creative Director Alex Frisch
Alex Frisch, VFX pro and former Managing Director of Method Studios, has joined the creative studio and digital agency Imaginary Forces (IF) as a Creative Director and VFX Supervisor. Peter Frankfurt and Chip Houghton, IF Managing Directors, made the announcement.
"We've known Alex and respected his work from the very beginning," says Houghton. "After our first projects together more than 14 years ago, Alex went on to form Method while we started IF, and during these years we both grew to be authorities in our respective fields. Sometimes we collaborated, sometimes we competed, but we always respected each other's work. After Alex left Method, we finally found an opportunity to formally work together again."
For IF and Frisch, the union means they'll broaden their ability to tell stories, which has always been the main creative drive for both of them. "IF has seen an explosion of VFX in our projects and its importance in our storytelling," says Frankfurt. "As a result, we're rethinking the way to use VFX, and having Alex here gives us an opportunity to increase our capability for doing that." says Frankfurt.
Adds Houghton, "It's important to note that the idea is not to become a VFX studio, but to harness what's going on online and across every platform right now."
Frisch is one of the most respected and sought after artists in the VFX industry and known for his work with high-end commercials, feature films and music videos. In 1998, he co-founded Method Studios, where he specialized in creating VFX for commercials. He became the studio's Managing Director in 2002.
After leaving Method in 2009, he spent a year focusing on building a global network consisting of the best digital artists in the world. His idea was to set up a pipeline to create high-end productions with lower overhead costs and to utilize hand-picked artists on a per project basis. In August of this year, after having produced three projects utilizing this network, Frisch quietly began working on commercial projects with IF.
"We had a great run for ten years at Method; it was the golden age of VFX," Frisch says. "However, the industry has changed dramatically. Just being a top VFX studio is not enough anymore. I identified IF as a team that sees beyond any one way of telling a story and the perfect place for me to develop highly creative projects. They have great creative power that's always impressed me, and I share with everyone at IF the same essential values of excellence and love for the work.
Frisch says that he and IF will partner on creating an international network of artists that he claims "will support us in creating our own content and projects. I've been cultivating this group over the course of this year, and we're going to roll it out in 2011. I'm thrilled to have the opportunity to finally join forces with IF. This is a privilege and an absolute pleasure."
Recent IF work includes TV spots for such brands as Google, Kohler, Scion, Sony, Microsoft and RAM.
Published 8 December, 2010