MPC describes itself as true collaborators in the film-making process – it is a company of “scene-builders, not just shot-makers, and we have a direct line to the director’s creative vision.”
 

As such, we’re delighted that Barry Greaves, VFX Supervisor at MPC Shanghai, is coming to ADFEST 2018 to present a session called, ‘Digital Darwinism: Bringing the Next Level of Character Creation to Advertising’.  In the session, he’ll demonstrate MPC’s award-winning approach to sculpting characters and bringing them to life.
 

Starting his career in London, Greaves has worked on epic campaigns for global brands including Coca-Cola, Budweiser, Mercedes, Land Rover, L’oreal, Yves Saint Laurent and Nike. He moved to Shanghai in 2012, where he has been instrumental in the studio’s successes and expansion.
 

How did you come to find yourself working in Shanghai, and how does the city inspire you?
 
I was approached by Steven Marolho, the former GM, in 2012. (Marolho is now Executive Producer at MPC in Los Angeles). I had misconceptions prior to arriving as you never know what to expect. You quickly realize how different to your expectations Shanghai and China really are. You can’t help but get caught up in the energy of this ever-evolving city. The people and the culture, the food and the beautiful architecture, there’s so much to take in, you can’t help but immerse yourself with all the craziness. I love it!
 

You have over 15 years VFX experience across two continents. What are some of the characters you’ve created that you’re most proud of?
 
The team in Shanghai recently once again evolved the Coca-Cola Clay Dolls for the latest Chinese New Year spot. They not only look great, but they convey emotion and a level of silliness that you can’t help but love to see on screen.
 
Watch it here: http://www.moving-picture.com/advertising/work/chinese-new-year-2018/
 
Within the global MPC Advertising team, I would have to say the Samsung Ostrich is without doubt one of the best creative spots I have ever seen and the level of believability and realism they achieved for the Ostrich is one of the main reasons they have been awarded so heavily over the past year.
 
Watch it here: http://www.moving-picture.com/advertising/work/samsung-ostrich/
 

You’ve been VFX Supervisor for MPC Shanghai since 2015. Can you tell us a little about how the company has evolved since then?
 
Since rebranding as MPC and having started working along side our other studios, it has made it possible to take on much bigger jobs.
 
We are also very lucky to have a great team, who are very passionate and love what they do. They make it so much easier taking on bigger projects and are always up for a challenge.
 
Lily (Li), our GM, has played and is playing a pivotal role within the companies growth, we are always on the lookout for great talent, as we are continue to grow and evolve not only ourselves but the market.
 
* ‘Digital Darwinism: Bringing the Next Level of Character Creation to Advertising’ takes place on Wednesday 21 March, 4:00 pm
 


www.moving-picture.com