With its new Strategic, Experience and Creative Production offering, The Mill is reimagining content for brands who want to create cultural moments.
Technicolor’s The Mill is supercharging its visual storytelling powers with a new Strategic, Experience and Creative Production offering. The new capabilities are designed to reimagine content for the world’s most ambitious and innovative brands – those seeking to develop a future-facing ‘Metaverse’ strategy and create cultural moments through virtual, augmented and physical experiences.
CEO Josh Mandel explains: “The expansion of our business offering comes in response to the new challenges faced by brands looking to reach and engage audiences in new and emerging spaces online and virtually. These spaces are creating new opportunities to shape a consumer experience that demands the latest in visual effects and tech-enhanced storytelling.”
This evolution of the business is in response to the changing media landscape over the past 12 months, which has seen The Mill working directly with brands, such as HBO, EA, Amazon and Spotify, on award-winning campaigns across the interactive and experiential marketing space. The three connected business sectors – Visual Effects, Creative Production and Experiences – are underpinned by The Mill’s legacy at the intersection of art and technology – and a roster of more than 40 directors and creative strategists working with brands and agencies across linear film, immersive and interactive experiences.
“Our goal is to ideate and produce innovative content and experiences that draw on our 30-year legacy of visual storytelling and unique understanding of modern audiences,” says Alex Wills, Chief Experience Officer at The Mill. “Emerging technology allows brands, products, and entertainment properties to move ever closer to their audience in new ways. We’ll be building out our capabilities to work across every medium, from filters and real-time avatars through AR and VR, to magical full-blown location-based experiences.”
Toward that end, he adds, “We have been actively building an Experimental Design Studio and Real-Time 3D powered Creative Technology team, in order to rapidly scale our offering to further bring our world class CG craft into interactive experiences, enabling us to deliver next-generation audience experiences.”
Several senior figures from the advertising agency world have been appointed to drive these new capabilities forward: Alex Wills – Chief Experience Officer; Alex Schneider – Chief Brand Officer; Anna Fogg – Global Strategy Director; and Aleissia Laidacker – Global Director of Creative Technology.
Read more about these leaders and the full story of The Mill’s offering here.