By Randi Altman
A few months back, UK-based post house Finish purchased VFX studio Realise and renamed the company Freefolk. They also expanded into the US with a New York City-based studio. Industry vet Celia Williams, who was most recently head of production at agency Arnold NY, is heading up Freefolk US. To find out more about the recently rebranded entity, we reached out to Williams.
Can you describe Freefolk? What kind of services do you offer?
Freefolk is a team of creative artists, technicians and problem solvers who use post production as their tool box. We offer services including high-end FilmLight Baselight color grading, remote grading, 2D and 3D visual effects, final conform, shoot supervision, animation, data management and direction of special projects. We work across the mediums of advertising, film, TV and digital content.
What spurred on Freefolk’s expansion to the US?
Having carved out a reputation in London over the last 13 years as a commercials post house, the expansion to the US seemed like a natural progression for the founders, allowing them to export a boutique service and high-quality work rather than becoming another large machine in London.
Will you be offering the same services in both locations?
The services we offer in London will all be represented in New York. Color grading plays such an important role in the process these days, so we are spearheading with a Baselight suite driven by Paul Harrison and 2D VFX department being set up by Jason Watts.
Will you share staff between New York and the UK?
Yes, there will be a sharing of resources and, obviously, experience across the offices. A great thing about opening in New York is being able to offer our staff the experience of working in a foreign city. It also gives clients who are increasingly working across multiple markets a seamless global service.
Why the rebrand from Finish to Freefolk?
The rebrand from Finish to Freefolk came about as part of the expansion into the US and the acquisition of Realise. It was also a timely opportunity to express one of the core values of the company, and the way it values its staff and clients — Freefolk is about the people involved in the process.
What does the acquisition of Realise mean to the company?
Realise has brought a wealth of experience and talent to the table. They combine creative skill and technical understanding in equal measure. They are known in both commercials and now film and TV for offering very specialized capabilities with Side Effects Houdini and customized software.
We have just completed VFX work on 400 shots over 10 episodes of NBC’s Emerald City TV series (due to be released early 2017) and have just embarked on our next long-form project. It’s really exciting to be expanding into other mediums such as TV, film, installation work, projection mapping and other experimental and experiential arenas.
You have an ad agency background. From your own experience how important is that to clients?
It’s extremely important and comforting, actually. Understanding what the producers and creatives are challenged with on a daily basis gives me the ability to offer workable solutions to their problems in a very collaborative way. They don’t have to wonder if I “get” where they’re coming from. Frankly, I do.
I think that it’s emotionally helpful as well. To know someone can be an understanding shoulder to lean on and is taking their concerns seriously is beyond important. Everyone is working at breakneck speed in our industry, which can lead to a lack of humanity in our interactions. One of the main reasons I was attracted to working with Freefolk is that they are deeply dedicated to keeping that humanity and personal touch in the way they do business.
The way that post companies service agencies has changed due to the way that products are now being marketed — online ads, social media, VR. Can you talk about that?
To be well informed and prepped as early on in the process as you can be is key. And to truly partner with the producers and creatives, as much as they need or want, is critical. What might work in one medium may be less impactful in another, so from the get-go, how do we plan to ensure all deliverables are strong, and to offer insights into new technology that might impact the outcome? It’s all about sharing and collaboration.
I may be one of the few people who’ve never really panicked about the different ways we deliver final work — our industry has always been about change, which is what keeps it interesting. At the end of the day, it’s always been about delivering content, in one form or another. So you need to know your final deliverables list and plan accordingly.