M+E Connections

Deluxe VR is making a major push into cinematic virtual reality, partnering with creative agency and VR production company Proxi, founded by action director and Guy Norris and his son Harrison (with both working on “Mad Max: Fury Road,” “Ghost in the Shell,” “Suicide Squad” and other films).

Deluxe VR’s VFX units, real-time rendered VR and on-set data services will be combined with Proxi’s creative and live-action 360-degree production work. No timetable has been set for the first offerings from the partnership.

“Guy is one of the biggest and most highly regarded names in action design and stunts, and with Harrisson’s inspiration, he’s taken that passion into virtual reality,” said Ed Ulbrich, Deluxe president and GM of visual effects and VR, who worked with the Norrises on “Suicide Squad.”

“Some of the most compelling movie-based VR experiences come from big action sequences, and Guy is brilliant in that realm. Joining forces to extend Guy’s creative team with our specialization in VR and VFX is a perfect fit.”

Guy Norris added: “VR has let us unleash so many new ways to bring audiences inches from the action; the kind of experiences that have the interactivity of high-end gameplay and the immersiveness of cinematic film. It’s a new way of creating entertainment targeted specifically for the new generation of audiences. That’s where Proxi and Deluxe VR are such a perfect fit. Deluxe has a global reputation for artistry and innovation, and they have creative talent and technologists based all over the world. They’ve also been developing the kind of interactivity that elevates experience immersion. Together, we can create productions of the biggest scale and scope.”

In addition to the VR news, Deluxe announced it’s promoting two longtime executives, with Dave Grove, former SVP of sales for EFILM, becoming SVP of global feature sales, and Jackie Lee, former SVP of feature services for Deluxe’s Company 3, becoming SVP of global client strategy and creative enterprise sales.

“With so many new content opportunities in front of them and increased global demand for their productions, our clients’ needs are changing and opening up,” said Deluxe chief revenue officer Carol Hanley. “They need broader services and different creative talent than any one brand can offer, so we’re opening up new conduits for them to access the full range of talent, services and technologies of Deluxe around the world. Dave and Jackie have wonderful, long histories with our clients and talent, and in these new roles they’re better able to address the specific needs of each client’s unique projects as well as support the wide range of their creative undertakings.”