L.inc Adds Exec. Producer Maggioncalda & Tribute Project

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Oct 05, 2007

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L.INC DESIGN LAUNCHES INTO FALL WITH ADDITION OF EXECUTIVE PRODUCER ANASTACIA MAGGIONCALDA & EPIC 30TH ANNIVERSARY TRIBUTE PIECE FOR MILL VALLEY FILM FESTIVAL

Motion, print and interactive design company L.inc Design has named Anastacia Maggioncalda as Executive Producer. The announcement was made today by Creative Director / President Lisa Berghout. In her new role, Maggioncalda will handle all sales and marketing, new business development, client relations, and general management and human resources. She has already launched into several projects including the studios multimedia campaign for the Mill Valley Film Festival with a 30th Anniversary tribute piece, interstitials and logo animation.

To view the tribute piece and interstitials, go to: http://www.l-inc.com/mvff/09_26_07/index.html

As our client base grew, we realized the need to expand our marketing and sales department, says Berghout. We enjoyed a previous working relationship with Anastacia, and have seen her industry knowledge, enthusiasm and tenacity in action. She has such a wonderful personality, and is brilliant at building client relationships. It was just a great fit for the both of us.

Ive known [Partners] Lisa Berghout and Ed Apodaca for many years, adds Maggioncalda. Theyve got a strong reputation in the Bay Area and their repeat clientele is a testament to their infinite creativity and high quality of work. I love the idea of joining a company that partakes in every aspect of the production, from concepting to shooting to final delivery and output. Its exciting to do everything in-house.

Anastacia Maggioncalda comes to L.inc Design with more than 10 years in the postproduction industry. She was most recently VP/Senior Executive Producer of VFX and postproduction company Spy Post, and prior to that, Producer/Director of New Business Development for interactive design and branding firm Groove Eleven. From 1999 2004, she served as Senior Executive Producer of award-winning digital visual effects studio Radium where she managed a 53-person team and oversaw a variety of projects from commercials to feature films to television shows to music videos.

Maggioncaldas experience also includes positions as Senior Producer for Crossroads Television, Head of Production for Shelter Films (now Public Domain Films), and Production Coordinator for Jennie & Co. Films, which were all based in New York City. She also performed freelance line producing duties on projects for the New York Lottery, NYNEX, Details Magazine and pop music videos in Paris for artists such as Florent Pagny.

For the Mill Valley Film Festival, which takes place from October 4th 14th in Marin County (north of San Francisco), L.inc Design was commissioned by ad agency ScheyerSF, to create a 30th anniversary tribute piece celebrating the festivals rich history, and its past filmmakers and celebrity participants.

Featuring hundreds of archival photographs from the last 30 years, L.inc designed a :45 retrospective that will run before all of the film screenings. A :15 version of the tribute was also created as a TV spot.

The festival had a new logo created by design firm Mine, which they wanted to debut at their anniversary event, explains Berghout. We took the logo and put it into motion, and also created a Flash version for their website. For the tribute piece, they asked us to design a vehicle to showcase these snapshots of the past in an interesting and freeform manner. We had to find a way to build momentum with the visuals that was also fun to watch.

In addition, L.inc designed all of the interstitials in between the film categories, in which the Mill Valley Film Festival logo animates and wipes out into the genre of the screening such as Valley of the Docs and US Cinema. The interstitials also enable the festival programmers to recognize their sponsors in a meaningful way.

Berghout and her team presented several options to the client, some of which were more conceptual than others. The team ultimately decided on a photo collage design, which they felt was an energetic reflection of the festivals casual and cool attitude. The 3D movement and dimension added by Animator Ken Krueger in Adobe After Effects provided an engaging open that would bear repeated viewing by the festival audiences.

click for larger version

We worked in a very high resolution so we could move around the piece, says Berghout. We created an HD version, working with camera moves and focusing on the color balance and layout of the photos. By laying out two huge 4000-pixel wide collages, we were able to create close-up moves and wide shots to explore the various sections.

L.inc is an amazingly well kept secret, comments Dennis Scheyer, President/Creative Director of ScheyerSF, which has been the festivals creative agency of record for 11 years. They provided me with a lot of options, and they added value to my vision for the tribute. The photo collage was a collaborative idea. They had to make sense of hundreds of historical photos in a visually appealing way. I think we succeeded wonderfully. The piece is fabulous.

Were very happy with the work that L.inc did for us, adds Mark Fishkin, Founder/Director of the Mill Valley Film Festival. We were introspective about our anniversary milestone and decided to revisit our branding. Turning 30 was the catchphrase this year, and we wanted a meaningful and peppy way to capture our non-competitive festival, a true celebration of film. We had to find a very special company to do that, and we fortunately, had a relationship with Anastacia and Lisa. L.inc really handled and executed it in a manner that is so powerful and filmic yet fun at the same time. It was great to see the final product.

For more info on the Mill Valley Film Festival, please go to www.mvff.com.

About L.inc Design
L.inc is a digital studio that combines art and technology with elements of type, photography and cinematography to create award-winning motion, print and interactive graphics. From commercials for Mervyns and Fisher Price to opens for Oracle and Wells Fargo to animated billboards for Kyocera in New Yorks Times Square, L.incs team of passionate, artistically talented and technical savvy designers and animators knows how to translate any idea into multiple mediums. L.incs high-end work has been recognized with numerous Broadcast Design Association and Type Directors Club Awards.

www.l-inc.com

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