Tag Archives: The Artery

The-Artery sees red, creates VFX for Huawei’s AppGallery

The-Artery recently worked on a global campaign for agency LH in Israel, and consumer electronics brand Huawei’s official app distribution platform, AppGallery.

The campaign — set to an original musical track called Explore It by artist Tomer Biran — is meant to show the AppGallery as more than a mobile app store, but rather as a gate to an endless world of digital content that comes with data protection and privacy.

Each scene features the platform’s signature red square logo but shown in a variety of creative ways thanks to The-Artery’s visual effects work. This includes floating Tetris-like cubes that change with the beat of the music, camera focuses, red-seated subway cars with a floating red cube and more.

“Director Eli Sverdlov, editor Noam Weissman and executive producer Kobi Hoffman all have distinct artistic processes that are unforgiving to conventional storytelling,” explains founder/executive creative director Vico Sharabani. “We had ongoing conversations about how to create a deeper connection between the brand and audiences. The agency, LH, gave us the freedom to really explore the fun, convenience and security behind downloading apps on the Huawei AppGallery.”

Filming took place across the globe in Kiev, Ukraine, via production company Jiminy Creative Tel Aviv, while editing, design, animation, visual effects and color grading were all done under one roof in The-Artery’s New York studio. The entire production was completed in only 16 days.

The studio used Autodesk’s Flame and 3DS Max, Side Effects Houdini, Adobe’s After Effects and Photoshop for the visual effects and graphics. Colorist: Steve Picano called on Blackmagic’s DaVinci Resolve. Asaf Bitton provided sound design.

NYC’s The-Artery expands to larger space in Chelsea

The-Artery has expanded and moved into a new 7,500-square-foot space in Manhattan’s Chelsea neighborhood. Founded by chief creative officer Vico Sharabani, The-Artery will use this extra space while providing visual effects, post supervision, offline editorial, live action and experience design and development across multiple platforms.

According to Sharabani, the new space is not only a response to the studio’s growth, but allows The-Artery to foster better collaboration and reinforce its relationships with clients and creative partners. “As a creative studio, we recognize how important it is for our artists, producers and clients to be working in a space that is comfortable and supportive of our creative process,” he says. “The extraordinary layout of this new space, the size, the lighting and even our location, allows us to provide our clients with key capabilities and plays an important part in promoting our mission moving forward.”

Recent The-Artery projects include 2018’s VR-enabled production for Mercedez-Benz, their work on Under Armour’s “Rush” campaign and Beyonce’s Coachella documentary, Homecoming.

They have also worked on feature films like Netflix’s Beasts of No Nation, Wes Anderson’s Oscar-winning Grand Budapest Hotel and the crime caper Ocean’s 8.

The-Artery’s new studio features a variety of software including Flame, Houdini, Cinema 4D, 3ds Max, Maya, the Adobe Creative Cloud suite of tools, Avid Media Composer, Shotgun for review and approval and more.

The-Artery features a veteran team of talented team of artists and creative collaborators, including a recent addition — editor and former Mad River Post owner Michael Elliot. “Whether they are agencies, commercial and film directors or studios, our clients always work directly with our creative directors and artists, collaborating closely throughout a project,” says Sharabani.

Main Image: Vico Sharabani (far right) and team in their new space.

Liron Ashkenazi-Eldar joins The Artery as design director  

Creative studio The Artery has brought on Liron Ashkenazi-Eldar as lead design director. In her new role, she will spearhead the formation of a department that will focus on design and branding. Ashkenazi-Eldar and team are also developing in-house design capabilities to support the company’s VFX, experiential and VR/AR content, as well as website development, including providing motion graphics, print and social campaigns.

“While we’ve been well established for many years in the areas of production and VFX, our design team can now bring a new dimension to our company,” says Ashkenazi-Eldar, who is based in The Artery’s NYC office. “We are seeking brand clients with strong identities so that we can offer them exciting, new and even weird creative solutions that are not part of the traditional branding process. We will be taking a completely new approach to branding — providing imagery that is more emotional and more personal, instead of just following an existing protocol. Our goal is to provide a highly immersive experience for our new brand clients.”

Originally from Israel, the 27-year-old Ashkenazi-Eldar is a recent graduate of New York’s School of Visual Arts with a BFA degree in Design. She is the winner of a 2017 ADC Silver Cube Award from The One Club, in the category 2017 Design: Typography, for her contributions to a project titled Asa Wife Zine. She led the Creative Team that submitted the project via the School of Visual Arts.

 

Veteran EP Deborah Sullivan joins Vico Sharabani’s The Artery VFX

New York’s The Artery VFX has hired Deborah Sullivan as executive producer and managing director. She brings with her years of experience as an ad agency and commercial industry head of production.

Most recently managing director and executive producer for post companies NO6 and Peepshow Post, Sullivan previously led advertising production departments for DDB NY, FCB and others, and she was a founding partner of independent agency Berlin Cameron and Partners. She also held executive producer posts with @RadicalMedia, Red Dog Film and The Bomb Factory.

One of Sullivan’s first projects for the company, owned by creative director and Flame artist Vico Sharabani, has been producing a five-spot national Smart Fortwo “City Smart” min car campaign for Merkley+Partners. Sharabani directed the live-action campaign, with The Artery handling editorial, visual effects, final color and finishing.

“What attracted me to The Artery is the focus on the artistry and that throughout each project the artists lead the work,” says Sullivan. “A Flame artist himself, Vico has assembled an amazing group of artists that lead all of the disciplines — VFX, color, CG, 3D and animation, along with virtual reality and experiential capabilities.”