Scruffy Dog Creative Group (SDG), a leading creative design company, has announced the launch of a new division of the Scruffy Dog Digital (SDD). This previsualisation, interactives, and preproduction company has been formed by SDC CEO Joe Bright and Ex- Framestore Adam Sargent, in response to increasing demand for creative content.
SDG has worked on preproduction work for episodic content for a number of years, and with this new division is now well placed to offer a full range of services, becoming a creative partner for businesses within the film industry.
A natural progression
“We have been creating preproduction content for our clients in the entertainment industry for some time therefore SD Digital was a natural progression for the group,” says Bright.
“Adam was an integral part in this decision and process, with his experience in the film and TV industry and as CEO I am positive, he will waste no time in establishing SDD as a key partner in this sector. The division will also strengthen SD creatives offerings, as we have the capability to scale up and produce immersive content-driven experiences for our entertainment clients too.”
Services will include previsualisation, techvisualisation and visual development. SDD will also be able to develop virtual production tools, including virtual and physical art departments, thanks to its 80+ creative team and its fabrication facility in Birmingham, UK. As a result, it can create clients’ assets to use across a host of digital platforms, built to the highest level physically.
With this combination, the client will benefit from true creative control, as well as a brand from virtual production space at SDC’s London HQ.
“The industry is moving towards agile smaller creative studios,” says Sargent. “We have incredible previsualisation capabilities that are supported by a core supervision team in London along with the best artists working remotely from around the world. This allows us to be quicker and more cost-effective than our competition.”
A wealth of experience
Sargent brings a wealth of experience to his new role of CEO at SDD. He began working for Framestore aged just 16 and has worked across multiple disciplines, such as film, commercials and immersive projects. Later in his career, he also worked as a producer on Morgan Stanley’s huge displays in New York’s Times Square and VR content for Google and the Natural History Museums in Berlin and London.
More recently Adam had been working on immersive projects for clients such as Lionsgate and Universal, as well as several Marvel projects.
“I am incredibly excited to be joining forces with such a creative powerhouse with such quality and ambition,” says Sargent. “I have spent my career striving to make the best creative projects possible and that is my ambition for this division.
“We have an established studio with an experienced team of 80+ creatives, which we are supplementing with film craft. Our artists are based across all time zones allowing us to utilise a 24-hour workday whilst having a lower cost base. True creativity will be at the heart of everything we do, and our tools and approach will demonstrate this”.
Scruffy Dog is currently working on 2 projects with iP2Development, one of which is the European Mattel Centre in Berlin.