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Design, visual effects and animation house Click 3x has teamed with editor Billy Senia to launch Habitat, a creative editorial boutique serving the advertising and broadcast industries. The new company features three editors and three Avid-based editorial suites located within Click 3x? studios.
Jason Mayo, executive producer of Click 3x, will assume the same role for Habitat. The company?s editorial staff will also include Rob Campbell, who moves over from Click 3x, and Aimee Lyde, who comes aboard following a seven year run as a freelancer.
Habitat and Click 3x will remain independent entities, noted Senia, but will co-venture on individual projects where appropriate on a non-exclusive basis. ?My clients have been encouraging me to start my own company and this is the ideal opportunity,? said Senia, who recently left a staff post with Slingshot Edit, New York. ?Click 3x has a great space and there are many advantages in being located in the same facility as a graphics house. If I need 3D or a type treatment for a project, it?s immediately available. In other circumstances, I might have to hire a designer or an animator. That?s the beauty of it for me.?
Senia has, in fact, been doing freelance work out of Click 3x? studio for three months and has collaborated with it on several projects, including a 4-spot commercial campaign for Meijer Stores (Devito/Verdi, New York).
?Editorial has always been important to our process and a service that we package when it benefits our clients,? said Mayo. ?We have long felt that it would be advantageous to have easy access to more editorial talent.?
Senia and Habitat provide Click 3x with a seamless means of accomplishing that goal, Mayo added. ?Billy has cut with some of the best agencies in the business. He is very well respected and has a wealth of experience,? he said. ?In the time that he has been here we have been working constantly. We feel very comfortable working together, so when Billy decided that he wanted to establish something more permanent, we wanted to accommodate him. This arrangement gives him access to a full arsenal of visual effects talent while Click gains a very strong editorial component.?
Senia has worked as a commercial editor for 15 years. His recent work includes spots for Club Med, Abreva and Carraba?s Italian Grill. He has also done extensive toy work for Disney, RoseArt, Hasbro and other top brands. His key clients also include New York agency Funky Pumpkin, which specializes in toy advertising. In addition to his post with Slingshot, Senia has also held staff posts at, Billy Williams and Cabana, all in New York. He also worked freelance at Red Car. He began his career with First Edition, New York.
?I love what I do,? Senia said. ?I have fun doing what I?m doing every day. It?s what I?m built on and what leads me to do my best work.?
Since joining Click 3x in 2003, Campbell has handled a long list of commercial and broadcast assignments, including Ogilvy & Mather?s long-running ?Good Choice? campaign for Miller Lite. His credits also include commercials for MTV and Canon.
Campbell got his start as an assistant editor in 1997 with the New York commercial house Mackenzie Cutler. His credits there included spots for Sprite and the U.S. Tennis Association. He joined arc?light editorial in 2001 where he cut campaigns for Toyota and Brokerage America among others.
Lyde brings broad experience to Habitat with credits in commercials, broadcast, documentaries and other media. A freelancer for much of her career, Lyde has collaborated with Click 3x on commercials for Road Runner and broadcast graphics for The History Channel and Showtime. She also edited part of a DVD series for McDonald?s that Click 3x produced last year. A graduate of Vassar College, Lyde began her career in 1992 with Big Picture, New York. She also held a staff post at Mad River Post, New York.
Lyde?s commercial credits include spots for Kohl?s, Liberty Mutual, Elizabeth Arden, MCI and ESPN. Additionally, she edited 100 Years of Ford, a retrospective of the automaker?s history, produced by Imaginary Forces for J. Walter Thompson, Detroit. In the documentary arena, her work includes Neal Casal: Anytime Tomorrow, which premiered at the 2001 New Yorker Film Festival, and The Great Game: The Story of Wall Street for CNBC. She has also worked on projects for MTV, Sundance Channel and Oxygen.
Lyde described her move to Habitat as an opportunity to gain access to more commercial projects. ?I?ve been interested in moving into a staff position,? she said. ?I want to take my commercial work to the next level and build a roster of clients.?
Habitat is located at 16 West 22nd Street, New York, NY 10010.
About Click 3X
Click 3X provides visual effects, computer animation and broadcast design services to the advertising and television industries. The studio is located at 16 West 22nd Street, New York, NY 10010.
For more information, call (212) 627-1900, or visit www.click3X.com.
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