DNEG, a renowned visual entertainment services company, has launched DNEG IXP in an industry driven by innovation and engagement. This new division is poised to redefine the boundaries of immersive content, offering direct-to-brand creative solutions that will resonate deeply with audiences worldwide.
DNEG IXP emerges under the seasoned guidance of Josh Mandel, whose appointment as Managing Director signifies a strategic pivot towards interactive and experiential media. His two-decade tenure, marked by senior roles at prestigious firms such as R/GA, The Mill, and Wieden Kennedy, infuses DNEG IXP with a rich blend of creative vision and leadership prowess. Mandel’s collaborative efforts with iconic brands such as Nike and Apple spotlight his ability to forge emotional connections through media – a skill set that will now benefit DNEG’s partners.
The launch of DNEG IXP represents a significant expansion of DNEG’s service repertoire, traditionally lauded for its award-winning visual effects in feature films. By harnessing the company’s global talent pool, DNEG IXP will craft super-premium content across various domains, including gaming, live events, theme parks, and retail.
Namit Malhotra, CEO of DNEG, articulates the mission of the new division as one of diversification and enhanced service to a broader client base. “DNEG has always been synonymous with storytelling excellence. With DNEG IXP, we extend our narrative expertise to businesses seeking unparalleled engagement with their audience through rich, interactive experiences,” says Malhotra.
DNEG IXP’s promise lies in its integrated approach, combining artistic finesse with market science and audience insights. This amalgamation ensures that the resulting experiences are not just technologically advanced but also tailored to elicit the right emotional response from the audience. DNEG IXP aims to act as a conduit between brands and their consumers, providing a platform for stories to unfold in the most dynamic and engaging ways possible.
The division is already in full swing, with several high-profile projects in the pipeline, particularly focusing on gaming, virtual concerts, and theme park attractions. These undertakings underscore DNEG IXP’s commitment to innovation and its capacity to translate imaginative concepts into tangible experiences that captivate and enchant.
In the words of Mandel, “In today’s fragmented media landscape, it is increasingly challenging to forge meaningful connections. DNEG IXP exists to navigate these complexities, offering brands a partnership that combines groundbreaking ideas with the technical prowess to bring them to life.”
DNEG, with its storied history of accolades, including seven Academy Awards® for Best Visual Effects, positions DNEG IXP to further its legacy. Upcoming projects like ‘Masters of the Air’, ‘Avatar: The Last Airbender’, and ‘Dune: Part Two’ are a testament to DNEG’s commitment to quality and innovation.
As the sector continues to evolve, the creation of DNEG IXP marks a pivotal moment. It’s a clear signal that DNEG is not just keeping pace with the changing demands of the entertainment industry but is actively shaping its future trajectory.
