Vfx house DNEG has launched a new offering called ReDefine tailored to the Indian and Chinese film and OTT markets.

ReDefine will operate alongside DNEG, offering vfx and animation services to expanding international markets such as China and India, as well as other global independent productions.

DNEG says the move comes as  China is expected to surpass North America as the world’s largest theatrical movie market in the next few years, and demand for original OTT streaming content in India is growing rapidly, driven primarily by mobile broadband usage and lower data charges.
ReDefine’s work will be led by supervisory teams operating from London and Montréal, focusing on creative design and execution. ReDefine will be based in a brand-new studio facility in Mumbai, which will be home to more than 600 staff.
DNEG CEO, Namit Malhotra, said: “As part of our vision to build a truly global organisation we are continuing to explore how we work with our partners, storytellers and content makers across the globe.
“Our clients’ needs and ways of working in areas such as China and India are often different to those of the Hollywood productions for which DNEG is honoured to have won four of the last five visual effects Oscars. ReDefine will provide an alternative approach, specifically tailored to the creative needs and working styles of non-Hollywood markets.
“We chose the name ReDefine because it reflects the way we will re-define how filmmaking services are provided to productions outside of Hollywood, with a purpose-built approach for each market. DNEG has founded its success on close creative collaboration with clients, and ReDefine is a logical next step to even better serve our partners around the world.”
Rohan Desai will lead ReDefine, with Nigel Denton-Howes (Alita: Battle Angel, Mowgli) as Creative Director and Nick King (Thor: Ragnarok, Fantastic Beasts) as Head of Production, both previously with VFX company Framestore.
Greg Gavanski will head the Animation team with John Harvey (A Wizard’s Tale, LEGO Nexo Knights) as Creative Director.
ReDefine already has projects in production, including Brahmastra, written and directed by Ayan Mukherjee, and starring Amitabh Bachchan, Ranbir Kapoor and Alia Bhatt. It is also working on a number of projects for the Chinese market, including Liberation for directors Xiaoyang Chang and Shaohong Li, The Mermaid 2 (3D), the sequel to director Stephen Chow’s $553 million-grossing original, and Turandot for director Xiaolong Zheng. Animation projects currently in production at ReDefine include 100% Wolf and four other feature-length productions.
Talking about ReDefine’s work on Brahmastra, director Ayan Mukherjee said: “The visual effects for Brahmastra will pioneer new techniques and processes that have not previously been seen in movies for the mainstream Indian film market. Having worked with DNEG, and now ReDefine, I know that together we are creating amazing visuals that reflect a quality and calibre that audiences have come to expect from big budget Hollywood films. I’m especially excited to work with ReDefine because it brings not only high-end technology and creative input, but also an in-depth knowledge and understanding of our local Bollywood culture and working-style.”

Staff Reporter

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