Managing Director Bob Cagliero has launched Poetica, a hybrid collective of artists and filmmakers focusing on live action-through-post content creation. The word “Poetica” comes from the ancient Greek term for “making,” a simple idea that encapsulates the overall mission of the new group. Based out of New York with an office in LA, Poetica is a studio that creates award-winning live-action, VFX, 3D, 2D and design for commercials, music videos, short form content, installations, and the web.
The team will be comprised of top creative and directorial talent led by Director Anthony Furlong, Photographer/Director Brian Cross, and CD Steve Tozzi. Tozzi will head Poetica’s VFX, 3D, 2D and design efforts, with the support of Sr. VFX Artist Aaron Vasquez (with whom Tozzi worked previously during a stint at Click 3X), Director of CGI John Clausing, and Sr. VFX Artist David Elkins. Furlong’s prior company affiliations include 1stAveMachine, Brand New School, Stink and Motion Theory, while Cross has made a name for himself as one of the premier music photographers of the past 20 years.
“Poetica arrives as an immediate force within the fray of hybrid studios that are redefining the modern content creation process,” noted Cagliero. “We’ve created a 360 environment for our creatives to play in, pairing talented directors with some of the top design and effects artists in the industry. Poetica’s artists, their rich heritage and award-winning work, enable us to bring a high-end mix of collaborative talent to any project.”
Supported by six full Flame bays, two Smokes and a full design and 3D VFX department, Poetica is set to work on even the most demanding projects from day one. The studio’s collective credits include work for brands such as Acura, Chase, L’Oreal, Hershey’s, Nokia and Mercedes-Benz, to name a few.
“Every artist and director wants a home where their work can flourish without compromise,” noted Furlong. “With Poetica, we have created a haven for creativity—a safe space where artists of all types can come together and find the freedom to take risks—leading to work that is authentic, memorable and emotionally engaging. I’m thrilled to set off on this journey with such a talented team.”
Steve Tozzi echoed Furlongs sentiments. “It is truly exciting and inspiring to be a part of Poetica and its collective of artists and production staff. The ideology of the ‘artists collective’ is the new model for this industry, one to which I am fully committed. It represents an openness to sharing ideas fluidly between us all, and I think that is what inspired the creation of Poetica.”
The studio, which is in talks with additional directors, recently finished spots for Coupons.com as well as an live-action, effects-heavy spot for Smucker’s. The company has also just completed a short film directed by Furlong, highlighting the company’s abilities and brand.