2013 in Review with... Andrew Bell

It's been a strong year for creative work according to MPC Los Angeles MD Andrew Bell. Despite the Super Bowl failing to impress in 2013, he believes brands have begun to be more bold, concepts are stronger and the collaborative process has been encouraging between agency, director and post houses. Kicking off a series of year-end review pieces on shots from key industry figures, here, he talks about creative highlights from the past 12 months, his potty mouth and the importance of being involved in a project at the early stages.

How would you describe 2013 for the industry, creatively speaking?

This year has been extremely fruitful for creative work. Concepts seem to be on a larger scale, brands are most certainly back to sending out a strong and brave message to the consumer. The later half of 2012 was disappointing and the Super Bowl 2013 seemed to be a non-event for top of the line commercials - I can’t recall a major standout piece. Since then the industry has been extremely vibrant and you can definitely feel the energy is back. US scripts are a little more abstract than in recent times, open to much more creative input from directors and VFX partners. Knowing some of the projects we’re currently working on and the grand nature of the ideas, I’m really looking forward to seeing what Super Bowl 2014 and the Winter Olympics will bring to our screens.

And what about your own creative performance in the last 12 months?

MPC LA has had a good year for creative work with our studio in LA shortlisted as Post Production Company of the Year by your good selves. We’ve expanded our creative offering with the addition of Andy Boyd, our new head of 3D. He has brought with him a new portfolio of skills and techniques which have been exciting to watch unfold. His first project, Kia Totally Transformed, was the first time we rendered photo real fur using Houdini, for example. Other standout spots include Sony 4K Imagine directed by Garth Davis, and the epic Xbox Ryse campaign with Brian Beletic at the helm.

What do you think your own best personal achievement has been in the past year?

I’m proud to be working with such an inspiring and creative bunch of people in the LA studio. Their dedication and hard work is something to behold. It’s been an exciting chapter to continue the expansion of our west coast business. Being witness to our studio’s growth since the doors opened has been hugely fulfilling. I just try to hang on in the face of some bizarre situations and crazy deadlines.

What are you most excited about for 2014?

Well, all the airtime in the Super Bowl is sold out and if any of the spots are equal to what we’re working on then it is going to be great. If the economy continues to strengthen I don’t see why we can’t continue to go from strength to strength, working on bigger anthem spots for brands. I’m also excited to continue working with our new offices in Amsterdam and Mexico City. The creative opportunities and talent available in those markets are incredible.

And what are your predictions for the industry in general in 2014?

The opportunities for brands to engage are almost infinite. Regardless of the platform (first/second/third/10th screen, innovative spaces etc.) I'm very happy to say that the power of a well-crafted image will more than ever play an important role in brand storytelling. Clients are even going to extra lengths to demonstrate the craft and expertise that has gone into their work by giving consumers a peek behind the scenes.   

Which campaign or piece of work will you remember from this year?

Childline It Follows Me was an incredible piece of work, Jell-O Comb Over still makes me chuckle every time I see it. I also really liked the CG character work in Qualcomm Snap Dragon and being very biased I thought our London studio did an amazing job on Three Mobile Pony.

How is your company/office celebrating Christmas (a party, decorations, event, campaign?) this year and are you getting involved?

We celebrated the holidays in style organising a joint party with Elias Music for our clients. We’ll then host a staff party tonight (Friday 13 December) which I’m sure will be complete carnage. We don’t get out often, but when we do and there’s a free bar involved, watch out.

What’s the one thing you look forward to in your time off over Christmas?

Being showered with gifts, eating far too much food and watching Elf for the fiftieth time. Oh, and spending time with my family!

What’s your new year’s resolution workwise or other?

I’m really trying not to swear as much, but it’s a lot f**&*^% harder than you think.

And if you had a piece of advice for the creative industry to learn from this year and take into next, what would you say?

Get the VFX team involved early on in the process. It is a joy to be involved at the inception of an idea, even if it is killed further down the line. There is so much we can offer to the creative process and make every project that comes our way run smoother as a result.