Luma Adds Award Winning Creative Director and VFX Supervisor Simon Mowbray


Last Updated: December 14, 2012 6:00 pm GMT
(Santa Monica, California--December 14, 2012) Visual effects stronghold Luma Pictures has further fortified its creative battlements with the addition of award-winning Creative Director and VFX Supervisor Simon Mowbray. Mowbray's deep experience leading the VFX elements for major U.S. and international advertising campaigns provides Luma with another keystone on which to further its work in the commercial market. Additionally, the company may look to leverage his originative approach to visual effects into their work in feature film where opportunities present themselves.

Simon Mobray has over 25 years of experience in VFX, which includes a history of entrepreneurship. Mowbray helped found Discreet Logic in 1992, as well as co-founding Radium in 1996 along with colleague Jonathan Keeton. During his time running the studio, Mowbray served as Creative Director to hundreds of film, music video and commercial projects for national brands before selling the design and FX studio to Reel FX in 2007.

During his days at Radium and continuing after, Mowbray has worked with clients and projects that cannot help but impress. He has lent his skill to commercial projects for premium brands including: BMW, Target, Nike and Microsoft in addition to music videos for the likes of Kanye West, DMX, and Rihanna.

Brief examples of his project work include: Audi's "Return to Snake River" - a long-form advertisement completed for Agency Mediacom USA and the Production Company Bandito Bros. The spot featured Audi revisiting Evel Knievel's failed jump of Snake River Canyon. In a tight 10-day turnaround, Simon's team recreated the practical stunt jump in CG to make it larger and more believable in addition to enlarging the actual base camp with CG tents and vans. A variety of shots were created featuring a completely CG Audi RS5, which traversed across virtual tarmacs and background matte-paintings.

Mowbray was also behind the VFX in Rihanna's "Only Girl in the World" - one of 2011's most popular music videos. On a near impossible turnaround of under 48 hours for post, the team rotoscoped Rihanna from every shot to achieve a signature pink style. A field of CG poppies was also conjured, as well as ample design-on-the-fly matte painting work, compositing and tracking of firework elements.

Simon has won numerous awards, including a PromaxDBA Award in Digital Effects for his work on the spot "GMC Yukon - Dot Matrix" as well as several International Monitor Awards. Many of his music videos have also been nominated for MTV Music Awards.

"We're proud to announce the addition of Simon Mowbray to Luma Pictures," said Luma Executive Visual Effects Supervisor and Co-Founder Payam Shohadai. "The addition of Simon brings a professional into the fold with a true understanding of what it takes to take concept through to creation in commercial VFX."

"Luma provides an incredible working environment that fosters the creative process with work product that is second-to-none," said Simon Mowbray. "This is truly a 'destination company' and I am very happy to have arrived here."

About Luma Pictures
Luma Pictures is a leading provider of visual effects services to Hollywood with a reputation for artistic integrity, technical innovation and efficient production. The firm's commercial clientele include agencies Saatchi & Saatchi, RPA, TBWAChiatDay and Wieden+Kennedy. Luma Pictures is a leading provider of visual effects services to Hollywood with a reputation for artistic integrity, technical innovation and efficient production. The studio recently completed work on The Avengers (Marvel Entertainment) and Prometheus (Scott Free Productions/20th Century Fox). Other recent credits include Thor (Marvel Entertainment), Captain America: The First Avenger (Marvel Entertainment) and Underworld: Awakening (Lakeshore Entertainment).


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