Production company Magnetic Theory opens for business

Johnson and SmithA new production company has launched in Sydney called Magnetic Theory, backed by producer pairing Ian Johnson from Omnilab Media and Brad Smith from Spinifex.

Offering TV ads, digital, branded, online and event content, the company starts life with director Kriv Stenders on the books, motion designers and illustrators Supervixen and motion designer and creative director Anna Meister.

Johnson said: “We don’t have enormous infrastructure costs, because we are using cloud computing and a distributed pool of artists. So we can spread money across the business, producing a higher level of production across all media.”

“We’re putting as much of available budget on screen to focus on the idea. This doesn’t mean we’re ideas inexpensively – we’re aiming at the top of the market for high end productions.”


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