ReDefine

DNEG redefining creative VFX and animation services in Chinese and Indian independent production areas.

A new offering called ReDefine from DNEG is bridging the gap between traditional Hollywood and European productions and those produced in vastly different markets like in India and China. These markets are expected to eclipse production North America as the world’s largest theatrical movie market in the next few years, and demand for original ‘Over The Top’ (OTT) streaming content in India is growing rapidly, driven primarily by mobile broadband usage and lower data charges.

ReDefine’s work is being led by dedicated supervisory teams operating from London and Montréal, focusing on creative design and execution. ReDefine will be based in a brand-new studio facility in Mumbai, which will be home to more than 600 staff.

 

NamitMalhotra-DNEG
DNEG CEO Namit Malhotra

“As part of our vision to build a truly global organisation,” said DNEG CEO, Namit Malhotra, “we are continuing to explore how we work with our partners, storytellers and content makers across the globe.
ReDefine will provide an alternative approach, specifically tailored to the creative needs and working styles of non-Hollywood markets.
Malhotra described the ReDefine process, as a purpose-built approach for each market. “DNEG has founded its success on close creative collaboration with clients,” he said, “and ReDefine is a logical next step to even better serve our partners around the world.”

Rohan Desai will lead ReDefine, with Nigel Denton-Howes [Alita: Battle Angel, Mowgli] as Creative Director and Nick King [Thor: Ragnarok, Fantastic Beasts] as Head of Production, both previously with VFX company Framestore.

Animation is also a key part of ReDefine’s offering, with Greg Gavanski heading the Animation team and John Harvey [A Wizard’s Tale, LEGO Nexo Knights] as Creative Director.

ReDefine already has projects in production, including the much anticipated Brahmastra, written and directed by Ayan Mukherjee, and starring Amitabh Bachchan, Ranbir Kapoor and Alia Bhatt. It is also working on a number of projects for the Chinese market, including Liberation for directors Xiaoyang Chang and Shaohong Li, The Mermaid 2 (3D), the sequel to director Stephen Chow’s $553 million-grossing original, and Turandot for director Xiaolong Zheng. Animation projects currently in production at ReDefine include 100% Wolf and four other feature-length productions.
Related links:

ReDefine

DNEG

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Written by Paul Hellard

Freelance journalist. Also videographer, photographer, cyclist and lover of all things sustainable, creative and digital.

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