The Mill Launches Mill Interactive Lab
London, England
-(2001-01-04 )-- London's
premier post production facility, The Mill, has launched a new division
concentrating on interactive advertising. The new addition to Mill Group,
which also includes Mill Film, Mill Motion Control, Mill Models and
emill, aims to offer existing and new advertising industry clients interactive
content across a range of platforms including web, DVD, cd-rom and iTV.
Mill
Interactive Lab will be based at The Mill's Soho head quarters and is
lead by former Mill facilities director, Andy Barmer. Barmer,
now development director of new media, commented, "We aim to concentrate
on high production value interactive content for the advertising and
entertainment industry. Our core opportunity is with our existing client
base who now require rich media executions that cross traditional media
boundaries. As we are already respected in the delivery of product that
is both technically and creatively demanding, we are in a prime position
to capitalise on this."
Mill Interactive Lab has so far attracted three industry talents; commercials
director and animator Paul Donnellon, ex-Frameline cg artist
Andrew White and D&AD Yellow Pencil winning web-designer James
Stone. The team is currently working on a range of projects including
a music video for the band Orbital which will be completed using Flash
and versioned for both DVD and the web.
During Mill Interactive Lab's six month incubation period the designers
have been working on trial projects of their own and for a handful of
clients. Barmer added, "We have put together a showcase website (www.mill.co.uk/lab)
in the hope of inspiring people of what can be done via the web. There
are a lot of wide open creative possibilities, without the restrictions
of television, that agencies can benefit from our help in exploring.
Hopefully the Mill Interactive Lab website will encourage creatives
to think beyond normal television and print."
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