Since 1996, Glassworks have been pushing the boundaries of what can be achieved within a modern creative production studio and building a respected reputation globally for its continuous delivery of industry moving and award-winning visual effects and animation created by its London, Amsterdam and Barcelona teams.
However, Glassworks are now also leading the field in producing ground-breaking augmented and virtual reality experiences and collaborating with leading doctors around the world to develop life-changing technological innovations in the medical sphere. Glassworks’ new identity symbolises the range, scope and ambition of these multi-disciplinary arts and technologies and celebrates the ever-evolving nature of the company that is always looking forward.
Launching this new look at both a crucial turning point in the pandemic and the start of a new year gives this launch an even more meaningful message for the company.
It marks a different way of working that was forced upon the company’s three studios during the lockdown. What began as an unimaginable logistical challenge became a hugely positive step for the culture of Glassworks, offering a new chance to work together internally as a community and exchange ideas across the international teams. This new connectedness strengthens the company’s offering as a collective of individual creative studios, now with the ability and experience to collaborate more closely than ever before.
The new Glassworks logo is made from a deconstructed letterform, with three bold coloured graphic blocks combining to form the letter “G”. The new design takes inspiration from the work of legendary graphic designer, Max Bill. It is the perfect visual representation of the individual styles of the three Glassworks locations, which together form one cohesive creative hub, whilst also mirroring the adaptable and agile nature of the company.
Glassworks’ strength lies in this international triumvirate. The Amsterdam, Barcelona and London studios bring distinct imaginative, cultural and visionary perspectives and skill sets to projects with the ability to work locally or combining internationally to form one multi-disciplinary creative approach. It’s a unique combination that truly makes the whole much greater than the sum of its parts.
Glassworks partnered with international agency Mucho to develop this new visual identity. Mucho designer, Vítor Manduchi, describes the design thinking:
"Our objective was to discover the essence of Glassworks, a company which transforms simple ideas into a whole universe of possibilities. We took inspiration from the Chinese Tangram puzzle, which is based on the concept that with a small amount of pieces it is possible to build any shape, form or universe. In the same way, Glassworks crafts whole new worlds, playing with imaginations and relishing visual challenges that push creative and technological boundaries.”
A considered approach to growth and technological advancement ensures the core beliefs instilled in the company’s founding continue to hold true in today’s evolving industry. Hector Macleod, Founder / CEO, says:
“Glassworks is founded on the principles of combining skilled craftsmanship and pioneering innovation. Now, more than ever, we are pushing the limits of what we thought possible. We are passionately committed to creating innovative, exciting and visually thrilling work. It’s never been a more exciting time in our industry, and our new identity reflects that excitement.”
Glassworks’ tight-knit team are receptive and open to collaboration, working individually or in tandem across a fully remote virtual pipeline. Clients benefit from the calm wisdom of twenty-five-plus years of industry experience, coupled with a young, gifted, and inventive team.
Accompanying the brand launch and new website is the Glassworks Anthem Film, a window into the company's broad skill set and inside view of how the work is made. Edited by Leonardo Grassi, one of Glassworks’ young rising stars, the film announces the new identity while reinforcing the company ethos to always nurture and champion in-house creative talent. It showcases the creative processes behind projects ranging from traditional filmmaking to ground-breaking interactive technologies in a new take on the traditional studio showreel.
Glassworks have been producing VFX of the highest standard for over twenty-five years, delivering award-winning projects throughout the industry. The name Glassworks has become synonymous with craft, imagination and technological expertise. The company works with some of the most respected directors, production companies, agencies and film studios to create global advertising campaigns and content, music videos and long-form animation and VFX.
Recent highlights include video art installation projects with renowned visual artist Marco Brambilla, full visual effects for Netflix’s award-winning interactive Black Mirror episode “Bandersnatch” and commercials for adidas, Nike, Coca-Cola and P&G’s multi-brand 2020 Super Bowl campaign.
Glassworks also direct projects via their Creative Studio offering. Using in-house talent makes the most of the team’s collective wisdom and technical shorthand, and gives clients a direct line to the creators. Work ranges from original animated story sequences for feature films such as Working Title’s “The Kid Who Would Be King” and Universal’s “Dolittle” to full design, concept and animation of Khruangbin’s 2020 music video for “Pelota” and creative direction of VFX-led commercials for Kia and Edinburgh Gin.
Glassworks Special Projects Division, Xavi’s Lab, was created in 2011 to take on work that fell outside the normal remit of traditional post-production and digital services, creating experiences with code, art and emotions. In creative partnerships with clients and collaborators worldwide, Xavi’s Lab are pioneering the evolution of augmented and virtual reality experiential installations. This initiative has led to Glassworks’ unrivaled expertise in real-time manipulation and interactivity of high-quality content, culminating in the building of hyper-realistic simulators for clients such as Orange, BBC and NHS. Xavi's Lab has won accolades from institutions including Cannes Lions, Eurobest, LIA and Ciclope.
A flagship project was the development and production of a multi-player virtual reality event to celebrate the launch of Audi’s E-Tron. Xavi and the Glassworks Barcelona team created the first-ever fully immersive communal VR experience where participants were able to interact simultaneously in digital and physical space, transforming virtual reality into hyper-reality.
Glassworks Specialist Medical Division, Drill Studios, is currently working on pioneering advances in the medical field. Glassworks collaborated with leading heart surgeons to create HeartWorks: an anatomically correct, virtual beating 3D heart that is unrivaled in the teaching of cardiac anatomy. Alongside new projects with eye and facial reconstruction surgeons, Drill Studios combine photo-real CGI graphics with real-time visualisations as they develop groundbreaking software for diagnostic and training purposes.
For more information, contact us by email at hello@glassworksvfx.com or follow Glassworks on these social channels: Instagram, Linkedin, Facebook