Alex Gorodetzki Launches Elastic as Executive Producer with Trevor Shepard as Creative Director of Design

The principals behind Los
Angeles-based editorial company Rock Paper Scissors (RPS)
(www.rockpaperscissors.com) and visual effects company a52
(www.a52.com) today announced the launch of a new, full-service,
design-driven company named Elastic.
To support their new venture, RPS and a52 co-founders Angus Wall
and Linda Carlson have hired Alex Gorodetzki as Elastic’s
executive producer and Trevor Shepard as its creative director of
design.

“Elastic has grown out of the needs of our clients and the desires
of our artists to make pictures and tell stories,” said Wall, who
together with Carlson launched RPS in 1992 and a52 in 1995.
“It’s great to operate as a little studio and produce projects
from beginning to end. RPS, a52 and Elastic will be working as
autonomous companies and a complete digital production studio.”
Elastic will represent all in-house editors and VFX artists from
RPS and a52 for projects ranging from title to type design.

“Both Trevor and Alex have created a lot of high-profile projects
requiring hybrid production approaches,” Wall added. “Alex has
facilitated projects ranging from broadcast network launches to
Super Bowl spots. The plan is for Alex to work closely with a52
EP Ron Cosentino and RPS EP CL Weaver to present a unified force
in offering our clients creative solutions.”

Elastic already has assignments underway for Nike, Microsoft,
AT&T, and HBO. The first
Elastic spot is Andrew Hall’s Nike “Spider,” produced through
Wieden+Kennedy Tokyo and their clients at Nikelab and offering a
perfect example of visual content requiring the type of hybrid
production approach Elastic was created to address.

“The agency creatives wanted a spot showcasing the new Nike
‘Flywire’ technology, featuring a spider creating a shoe-shaped
web with the flywires,” Hall explained. “I shot the live-action
plates using a Canon 1D camera and shooting at 12 frames per
second to capture the aesthetic of the piece, and shot a series
of time-lapse shots over a number of days. We then set about
creating the spider and the webs it laid down to form the shoe
in Maya; for that, a52’s Max Ulichney worked closely with me
designing the look of the spider to be an extension of the shoe.”

Full bios for Elastic and Gorodetzki are available upon request,
along with additional details on the Nikelabs “Spider” spot.

About Elastic
Elastic is a full-service, design-driven company launched in Santa Monica in 2008 by the founders of editorial company Rock Paper Scissors and visual effects company a52. Offering creative production solutions ranging from type treatments, logo animations and motion graphics to full-service production. For more information, please call Alex Gorodetzki at +1.310.586.0680, or visit www.elastic.tv.