London-based Jelly, an animation, design and production company that’s produced for many US-based agencies and direct clients, has opened a full-time presence in New York. Their senior creative producer Eri Panasci will relocate to lead the new entity as executive producer.
Launched in 2002, Jelly functions as both a production company and artist management agency. On the commercials front, Jelly represents a global roster of directors and creators who’ve produced animation and motion graphics for brands like Lacoste, Apple, Samsung, Adidas and others. In the latter role, it represents a roster of illustrators and designers who regularly collaborate with brands on print, digital and outdoor ad campaigns.
Panasci’s move to New York is also a homecoming. This Connecticut native and graduate of Boston University has worked in New York, San Francisco and London for McCann and Vice Media. She joined Jelly in London in 2016, overseeing design and production assignments for such clients as Virgin Media, Google, Nespresso, McDonald’s and Bombay Sapphire.
“One of the things I’ll be able to do is provide a deeper level of service for our US clients from New York versus London,” says Panasci, “and meld that with the Jelly model and culture. And being able to put a face to a name is always good, especially when you’re dealing with someone who understands the American market and its expectations.”
The studio has lined up US representation with James Bartlett of Mr. Bartlett, whose initial brief will be to handle the East Coast.
Coming from the UK, how does Panasci describe the Jelly approach? “It’s playful yet competent,” she says with enthusiasm. “We don’t take ourselves too seriously, but on the other hand we get shit done, and we do it well. We’re known for craft and solutions, and famously for not saying the word ‘no’ — unless we really have to!”
Recent Jelly projects include Hot House, a zany TVC for Virgin Mobile, co-directed by Design Lad and Kitchen; Soho, an animated short for the shared workspace company Fora and London agency Anyways, directed by Niceshit; and Escape, a spot for the outdoor clothing company Berghaus, directed by Em Cooper for VCCP that uses the director’s unique, hand-painted technique.
Panasci says the focus of Jelly’s US operations will initially be motion work, but adds their illustration talents will also be available, and they’ll be showing print portfolios along with show reels when meeting with agencies and clients. Jelly’s head of illustration, Nicki Field, will accompany Panasci in March to kick off the New York presence with a series of meetings and screenings.
While based in London, the studio is at ease working in America, Panasci says. They’ve produced campaigns for such shops as 72andSunny, Mother, Droga5, BBH, Wieden + Kennedy, Publicis and more, working with both their US and European offices.
Most recently, Jelly signed the New York-based animation team Roof to a representation agreement for the UK market; the team played a leading role in the recent “Imaginary Friends” campaign from RPA in Santa Monica.