Making for The Metaverse: Defining the Future of VFX & Creative Technology

With the newly announced incorporation of MPC Advertising into The Mill, President of The Mill, Josh Mandel talks about how we’re scaling up to create content for the future.
News January 17, 2022

Last week, Technicolor Creative Studios announced the incorporation of award-winning VFX studio MPC Advertising into The Mill. By bringing together two of the industry’s best visual arts studios, we further invest in technology and innovation sharing, with the aim of defining the future of VFX and creative technology in the advertising and brand experience space.  

As we continue to develop and evolve our service offering across VFX, Creative Production and Brand Experience, we will continue to grow our Virtual Production capabilities and drive innovation in the use of real-time game engines, XR, Spatial Experience and creating for The Metaverse. 

The newly appointed President of The Mill, Josh Mandel said: “Our clients need us to innovate and want us to lead the way, especially when it comes to developing new, brand-defining experiences in interactive and virtual channels. We’re investing in new production, immersive and interactive technologies and global talent to ensure our creative offering is stronger than ever.” 

Josh continued: “Accelerated by the impact of the global pandemic and changes in audience habits, we’re seeing the market develop fast and new developments in technology such as virtual production, real-time animation, experiences and the Metaverse. The combining of the two studios will support the sharing of talent, knowledge and the expertise necessary to driving this much-desired innovation for our clients.” 

“Visual effects, CGI assets and worlds are at the heart of the concept of The Metaverse, and this is a space The Mill and our new talent from MPC have been operating in for decades. We have the tools, artistry and scale to help our brand clients realize their footprint in this new digital realm from strategic concept to full-scale virtual world-building.” 

Read more about Technicolor Creative Studios’ transformation here.

Get in touch with our team if you would like to discover more about the metaverse or would like to discuss a potential project.