Four Toronto-based shops have united under a new banner, Smith. The new venture combines the VFX and animation expertise of AXYZ, the color grading artistry of Notch, the creative acumen of Crush, and the digital capabilities of Lollipop.
The almost 60-person-strong production/post/digital house Smith boasts what’s billed as being the largest compositing and finishing team in Canada for advertising and content. Smith employs animators who can create projects from scratch, or can provide elements for live action or VFX projects, working in CG, two dimensions and stop-frame and mixed media. Its digital group is well-rounded and fully capable of providing experiential interactive reality, immersive social, websites, mobile, apps and personalized touchscreen kiosk environments. In addition, the digital team utilizes data gathering techniques to optimize all of its digital experiences and maximize success. It also has talented creative teams who can direct live action, animation or a combination on the roster. Smith’s directors work singly or in teams depending on the creative and demands of a project. It also has a team of designers who are adept at typography, illustration, motion graphics and design for a variety of platforms. Its designers can work from briefs, or design from scratch, and the shop will work closely with directors, agency creative teams or directly with companies and clients.
Recent projects created by the companies that make up Smith effectively demonstrate the kind of work the shop will be able to craft for its clients going forward. AXYZ recently handled VFX on behalf of JWT for the Bessies’ 2015 promotional videos. Working with Wong Doody Crandall Wiener, Crush created a series of animated spots for the Seattle Woodland Zoo. Notch did the coloring for Sportsnet’s “Where Greatness is Born” commercial. Lollipop, in conjunction with Red Lion, pioneered, and strategically developed, a second screen experience designed to bring people back to TV through a national TV commercial/native app experience called “Tuned In” for The Television Bureau of Canada.
“Smith is a reflection of the world around us,” said Gary Thomas, creative director of the newly formed, consolidated shop. “We can offer staggering efficiency to our traditional agency clients and a full creative solution to new clients who are looking to work smarter.”
