Tata VCL expands Hollywood presence

Mumbai / Kolkata, Dec 1 : Tata Elxsi Ltd. (TEL), part of Tata Group, Tuesday announced the addition of visual effects' (VFX) industry veterans Joel Hynek, Tricia Ashford and Treva Blue to their team. The trio will operate the Los Angeles arm of the company's division Visual Computing Labs (VCL), as part of its strategy to greatly expand its presence in Hollywood.

The three will lead VFX production for VCL in the US and work in tandem with VCL's studio in Mumbai, said a Tata release.

Speaking about VCL's new studio, Madhukar Dev, Managing Director, Tata Elxsi said, 'It is yet another milestone for Tata Elxsi and a proud moment for us. The expansion of our presence in the US by setting up a full fledged studio there is a big step in our efforts to become a truly globalized organization.

' The entertainment industry, be it in India or the US thrives on the quality of creative talent and it is our endeavour to leverage upon the best of both worlds and deliver world class results in VFX and animation.'

VCL's newly set up studio, located in Santa Monica, LA is designed for US based film and television production companies, specifically shaping its services to suit client needs through all stages of production.

S. Nagarajan, Chief Operating Officer of VCL said, 'Hollywood has long been envisioned as a key part of our global growth strategy. We are delighted to have added to our family three of visual effects field's most accomplished professionals. The combined attributes of the trio and our large and talented team in India will help VCL offer the entertainment industry a truly unique package of high-end and cost-effective VFX service options.'

Significant economies for clients will be achieved via sharing of work between VCL's Mumbai and US facilities.

Pankaj Khandpur, Creative Director of VCL said, 'This relationship is a natural part of VCL's evolution, as we climb up the value chain. Apart from the synergies that all of us will derive, we believe the Indian Film industry will benefit too, with the credibility, experience and exposure that Joel, Tricia and Treva bring to the table. Truly, VCL's whole will be much greater than the sum of its parts.'

Mr. Joel Hynek, one of the most accomplished visual effects supervisors in the industry, said, with demand for high-end VFX ever increasing and budget constraints getting ever tighter, VCL is poised to provide an ideal solution.

Hynek received an Academy Award as Lead Visual Effects Supervisor on 'What Dreams May Come' and received a second Academy AwardŌ for Scientific and Technical Achievement, honoring his Optical Printer Design. He was also nominated for the Academy AwardŌ as VFX Supervisor on Predator.

Tricia Ashford, a vastly experienced visual effects producer/supervisor with over 25 years standing said 'This strategy always made sense to me. After my time spent with VCL, at all levels, I am convinced that this is the ideal solution to the industry's requirements. I am delighted to be part of VCL.'

Ashford was previously the Head of Production for R/Greenberg Associates (R/GA) Los Angeles' VFX and Design studios, where she worked with many of the industry's best artists and supervisors, including Arnold Schwarzenegger, Jim Rygiel, Eric Allard, Gene Warren Jr., and Craig Barron.

Treva Blue, a veteran of more than a decade within the motion picture trailer business and widely regarded as one of the true experts in the market added, 'I am thrilled to be part of an exceptional business group like Tata and their expansion plans in the visual effects space in the US.'

Blue has produced hundreds of trailers including Harry Potter 1 thru 4, Ice Age, Star Wars episodes 1thru 3, Lord of the Rings 1 thru 3, Poseidon and all three films in the Matrix trilogy.