VFX The Mill and MPC Advertising unite, rebrand themselves as The Mill -

The Mill and MPC Advertising unite, rebrand themselves as The Mill

With an ambition to become the world’s largest creative visual arts company, Technicolor Creative Studios announced the incorporation of award-winning VFX studio MPC Advertising into sister brand The Mill, to create one global studio network. The structural changes will roll out in January 2022 with MPC Advertising rebranding as The Mill effective immediately.  

The new consolidated 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. 

Josh 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. 

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.   

“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. 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 said.

The year 2022 will be a year of international investment and growth for The Mill, with new studios in Seoul and Shanghai as well as expansion of European operations in Paris, Berlin and Amsterdam. By bringing MPC advertising into The Mill and the launch of new studio locations, The Mill will create new jobs and broaden its creative offering, ensuring no talent is lost through the integration of both brands.   

The Mill has already scaled for the future, investing heavily in new production, immersive and interactive technologies. As the market develops fast in new areas such as ‘Real Time Production’ and ‘The Metaverse’, combining the two studios will support the sharing of talent, knowledge and the expertise necessary to drive innovation for Mill clients.   

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