Cake Editorial Launches Pi


New Design/Visual Effects Division

Last Updated: July 5, 2007 3:28 pm GMT
(SANTA MONICA, CA) Cake Editorial, the leading editorial/post boutique founded by President/Executive Producer Tatiana Derovanessian specializing in advertising, multimedia, television/feature films and music video, has launched Pi - a new visual effects, graphic design and 2D/3D animation division led by Creative Director Josh Kirschenbaum.

In addition, Pi has added visual effects artist Brian Dickett, who comes to Pi following a freelance career that included an extensive stint at Outpost Digital, Los Angeles, where he worked on recent projects for GM and the Tennis Channel.

"Although Josh has been a part of Cake since we opened in 2004, clients were requesting Josh independent of the editorial work we were doing," said Derovanessian. "Because of that high demand, now seemed like an ideal time to launch Pi with it's own identity, staff and creative vision."

Also for Derovanessian, the fact that more feature film opportunities have emerged recently meant that Pi needed it's own branding, marketing and infrastructure to handle the workload and truly become a player in this ultra-competitive market.

"We are not a one-stop-shop I don't think it's truly possible for a company to be good at everything," noted Derovanessian. "Cake and Pi are high-end boutiques that specialize in creative editorial and design, animation/visual effects respectively. The launch of Pi is about better accommodating our clients and tailoring the creative process to their specific needs with specialized talent."

Kirschenbaum joined Cake when it launched in 2004. Prior to that he was a visual effect artist/technical supervisor at the now-defunct effects/supervision house Banned From The Ranch. It was there Kirschenbaum worked with numerous feature filmmakers, most notably James Cameron, on such blockbuster features as Titanic, Dante's Peak and Twister, among others.

"With Pi, it's important that we give our clients visual effects/supervision resources that they could access independent of the editorial work Cake does," said Kirschenbaum. "We want Pi to be its own thing."

Pi Welcomes Brian Dickett
In addition to launching Pi, Kirschenbaum and Derovanessian have also added visual effects artist Brian Dickett to its full-time creative staff. Dickett most recently worked as a freelancer, primarily with Outpost Digital, Los Angeles, CA. His recent credits include a long-form project for GM via, Los Angeles and agency Digitas, Detroit. He also handled editorial and visual effects duties for a new feature length documentary called Regeneration, directed Phillip Montgomery of production company Anonymous Content, Los Angeles.

"Cake and Pi are phenomenal environments to work in, both for clients and staff," said Dickett, "and Tatiana has a real vision for the future of the post production industry. I'm excited to be a part of what she and Josh are building."

Pi Does It All For X-Elementz
In addition to an array of advertising projects currently in production, Pi just wrapped an effects-laden six-minute short film titled "X-Elementz" for the LA-based rock band X-Elementz. Inspired in part by the look of the film Sin City, the project, which is part short film, part music video, features over 300 effects shots. For Derovanessian and Kirschenbaum the project was an ideal platform to showcase the array of creative services Pi brings to the table.

"We saw this as a great opportunity to not only showcase everything we can do but also provide us with complete creative control over the process from concept/scripting to execution to green screen production, compositing, 2D/3D animation and complete post," added Kirschenbaum.

About Pi:
Founded by Executive Producer Tatiana Derovanessian, Pi is a new, independently-operated graphic design, 2D/3D animation and visual effects studio led by Creative Director Josh Kirschenbaum. The company specializes in high-end advertising, multimedia, television and feature film projects. Its relationship with sister company Cake Edit, provides clients with a scalable, multifaceted creative resource offering top talent and technology while maintaining a boutique experience.

About MUTT:
More than simply a repping firm, Michael Bennett founded the Santa Monica, CA-based MUTT with the goal of being comprehensive 'career management agency' for his clients. Thus in addition to providing a first-class sales effort, MUTT separates itself from the 'rep pack' by giving clients access to an array of marketing and public relations resources that few can match. And his investment in the state-of-the-art Wiredrive digital file sharing system means he can easily deliver custom-tailored reels to his extensive contacts in the entertainment/advertising community. The end result is a unique resource that not only contributes to their client's bottom line, but also takes a long view in developing their business and their brand. MUTT's current roster of creative A-listers includes Cake Edit, Pi, yU+co, Silo Films, Traffic Films and Noiselab Music. For more information check out or contact Michael Bennett at

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