Framestore bolsters US offices with seasoned senior production hires

Creative studio Framestore and production company Framestore Pictures announced today that they have grown their US team with a series of key senior hires; Michel Waxman as Executive Producer of Framestore Pictures, Brian Smego as Executive Producer, and Daniel White as Senior Immersive Producer. Martin Lazaro has also been promoted to Creative Director.

With over 20 years of experience in advertising and branded entertainment content, Waxman has collaborated with top directorial, production, post production, and agency talent across the US and globally. Based in Los Angeles, she will produce projects for a range of brand and agency clients, whilst further developing and supporting Framestore Pictures’ roster of directors.

Before joining Framestore Pictures, Waxman spent three years as Executive Producer at Nonfiction Unlimited, prior to which she was at the helm of Chelsea Pictures’ Los Angeles office as well as Serial Pictures in Culver City. In 2002, she founded and ran commercial rapping company, MBW Represents, with clients including Academy Films, DNA and Serious Pictures, Gorgeous, Park Pictures, and Rattling Stick.

“I immediately felt Michel’s passion for discovering and developing both director and production talent,” said Managing Director of Framestore Pictures, Jennifer Siegel. “Her experience in managing and implementing long-term strategies, as well as cultivating relationships and leading teams, made her a perfect fit to drive Framestore Pictures to the next level.”

Smego joins Framestore’s Chicago studio, bringing with him an expansive 25 years of industry experience spanning creative agencies as well as visual effects studios. He has produced a diverse array of projects from webisodic and mobile experiences, to broadcast specials and live events, receiving numerous awards in the process from Art Directors Club, Cannes Lions, Clios, D&AD, London International, SXSW, and the Webby Awards.

Reporting to Framestore’s Managing Director in Chicago, Krystina Wilson, Smego joins from The Mill Chicago where he was Executive Producer and a critical member of the team that grow Mill+, which represents its roster of directors. He also spent close to a decade at Y&R Chicago as SVP, Director of Integrated Production where he worked on brand clients including Craftsman, Kenmore, MillerCoors and Sears. Before that, he was an Executive Producer on Anheuser Busch at DDB Chicago, and a Producer at BBDO Chicago.

“We’ve had the pleasure of working with Brian on a number of great projects while he was on the agency side, and during that time his eye for craft and dedication to the work always stood out,” said Framestore’s President of Advertising, US, James Razzall. “It’s a great pleasure to welcome this group of passionate and dedicated individuals to the Framestore family. I am very excited for this chapter of growth and special projects on the horizon for our U.S. offices.”

As Senior Immersive Producer based in Framestore’s New York studio, Daniel White has spent the last 20 years working as an event and experience producer of multichannel, interactive, and generative environments. 

He specialises in leveraging emerging technology to create engaging experiences, from concerts and art festivals, to high-end branded events, award shows, and large scale interactive installations, creating a luxury Tiffany & Co. subway car, merging fashion with automotive showrooms for Nissan’s Infiniti, and most recently working with AV&C on creating digital landmarks in architecturally-driven spaces. 

White will report to Managing Director Charles Howell and Head of Immersive, US Christine Cattano, bringing his experience in large scale instillations to the Immersive Team.