Latest news with #DreamMachine
Glasgow Times
25-05-2025
- Business
- Glasgow Times
New development for Glasgow's Calton given the go-ahead
Land to the east of Havannah Street can be redeveloped after Glasgow's planning committee gave the green light to the scheme on Thursday. The project, which includes an arts hub, is being delivered by Glasgow Enlightenment Ltd, a joint venture company set up by Dawn Developments and Drum Property Group. Councillors backed the firm's planning bid despite 25 objections from residents, including Calton Community Council which said the proposals left 'much to be desired'. There were 15 letters of support. The site, which is bounded by Hunter Street to the east and the railway to the south, is set to be used for an 11-storey student accommodation block with 591 beds and 147 build-to-rents flats in a 10-storey building. There will be no car parking, but 484 spaces for bikes. A two and a half acres publicly accessible community park is planned, while a 'community lounge and arts hub', known as Dream Park, will be managed by Dream Machine Productions, a community arts organisation. Council planners had recommended the scheme was approved, reporting it would 'reuse an area of brownfield land located within close proximity to Glasgow city centre' and repair 'the urban fabric'. READ MORE: 'Disappointed': Change to nursery funding could cost parents 'thousands' Cllr Cecilia O'Lone, who represents Calton, said the site has been 'one of the biggest pains in my whole time'. 'For me, it is good to see this coming forward.' She welcomed plans for a park as 'at the moment it's scrubland, it's an eyesore for the people who are living there already'. Cllr Jill Pidgeon, Labour, said the project would be a 'significant improvement'. Both councillors had concerns over the length of time it may take to develop the arts hub, as the charity is 'currently homeless'. A council official said Dream Machine was 'eagerly awaiting' a decision on the application, and had 'asked for some reassurances about timescales'. He added: 'They are certainly looking to get their funding in place to deliver it in the near future because they are currently homeless.' A legal agreement will need to be signed over the ongoing management of both the student block and build-to-rent flats. Councillors asked for that to also cover the maintenance of the park. Dream Park is expected to include a pavilion where 'residents can meet, socialise and relax' while the wider park would be open to the public throughout the day and night. READ MORE: Major roads in Glasgow to close for 17 hours for Tour of Britain cycling final It is also expected that Dream Machine would run an events programme, with art installations, performances, community gatherings and children's parties. Objectors raised concerns about the height of the buildings and the impact of the development on existing parking and traffic issues. They also suggested affordable housing was needed rather than student flats. Calton Community Council said the proposed buildings are 'bulky and ugly'. It added that while there 'might be plans for very low or zero car ownership… Glasgow is not yet ready for people to use alternative means of transport'. They did welcome the development of a public park on land which has been used for 'fly-tipping, prostitution and drug-taking' if ongoing maintenance is included. Council officials reported a factor fee sourced from residents of the new development would cover park maintenance. They added the development would contribute to a 'vibrant accessible neighbourhood' and an 'increase in population numbers could be successfully absorbed into the city centre community'.
Yahoo
15-05-2025
- Business
- Yahoo
HUMAIN and Luma Join Forces to Power the Next Generation of Gaming and INTERACTIVE Entertainment
RIYADH, Saudi Arabia, May 15, 2025 /PRNewswire/ -- HUMAIN the new full-stack AI company, owned by PIF, and built to redefine what's possible, has announced a landmark partnership with Luma, a global leader in multimodal generative AI innovation, known for its breakthrough video models, real-time 3D neural rendering, and cinematic AI. Together, the two companies aim to reshape the future of entertainment, across gaming, cinema, advertising, and immersive storytelling, ushering in a future where content isn't just made, it's felt, lived, and personalized at scale. From video games that feel alive and expansive, films that adapt in real time, and advertising that speaks your language and reflects your culture, HUMAIN and Luma are reimagining how stories will be made, played, and lived. At the core of the collaboration is a powerful fusion of technologies: Luma's cutting-edge multimodal model Ray 2, and its consumer platform Dream Machine, running on HUMAIN's advanced AI infrastructure. This integration will deliver lightning-fast inference and hyperreal content generation at global scale. Beyond infrastructure, the companies will co-develop next-generation models and fine-tuning capabilities, making high-fidelity, personalized content creation accessible to both businesses and consumers. Empowering creators from Hollywood studios and AAA game developers to indie filmmakers and advertisers, to build emotionally rich, culturally relevant, and industry-specific experiences. From photorealistic textures and dynamic lighting to intelligent characters and evolving environments, the future of AI-generated entertainment is poised to be cinematic, immersive, and deeply contextual. Whether it's a filmmaker in Riyadh, a game studio in Tokyo, an ad agency in São Paulo, or a teenager creating from their bedroom, anyone will soon be able to produce stunning visual content that also resonates with their culture, industry, or even team identity, with unprecedented quality and speed. The partnership marks a significant milestone for HUMAIN as it advances its mission to build and operate the full AI value chain, and for Luma, as it accelerates its goal to democratize Hollywood-grade generative AI tools for creators everywhere. "We welcome this strategic partnership with Luma as another milestone in scaling frontier AI technologies from Saudi Arabia to the world. By combining HUMAIN's infrastructure with Luma's advanced generative models, this partnership positions the Kingdom at the forefront of visual intelligence, unlocking new opportunities for innovation, enterprise, and digital engagement across the region and the world," said His Excellency Eng. Abdullah Alswaha, Minister of Communications and Information Technology. Tareq Amin, CEO at HUMAIN, commented: "We're excited to partner with Luma to bring the power of cutting-edge, AI-enabled video generation to more creators, developers, and businesses around the world. By providing the critical infrastructure for Luma's breakthrough technology to scale, with the speeds users need, we're helping shape a future where immersive, intelligent experiences are not just possible but are seamlessly integrated into how we live and work." Amit Jain. CEO and Co-Founder of Luma, commented: "This partnership marks an important step forward in our mission to build multimodal general intelligence that can meaningfully effect change in the physical world. For consumers, it means richer, more relevant, more immersive gaming and entertainment experiences. For enterprises, this will unlock new ways to engage customers, design products, and streamline workflows with unprecedented speed and realism. By combining our frontier generative models with HUMAIN's reach and infrastructure, we're accelerating the future of multimodal AI at scale, and with impact." About HUMAINHUMAIN, a PIF company, is a global artificial intelligence company delivering full-stack AI capabilities across four core areas - next-generation data centers, hyper-performance infrastructure & cloud platforms, advanced AI Models, including one of the world's most advanced Arabic multimodal LLMs, and transformative AI Solutions that combine deep sector insight with real-world execution. HUMAIN's end-to-end model serves both public and private sector organisations, unlocking exponential value across all industries, driving transformation and strengthening capabilities through human-AI synergies. With a growing portfolio of sector-specific AI products and a core mission to drive IP leadership and talent supremacy world-wide, HUMAIN is engineered for global competitiveness and national distinction. About LumaLuma is building multimodal general intelligence that understands and operates in the physical world. Its flagship platform, Dream Machine, enables anyone to generate photorealistic video and images from simple prompts, and now powers content creation for over 30 million users. In 2025, Luma released Ray2, a frontier video generative model capable of creating realistic visuals with stunning detail and natural motion. Luma's models are used by leading platforms including Adobe, AWS, leading studios, and are available via subscription or API. The company has raised over $150 million from top investors including Andreessen Horowitz, AWS, Amplify Partners, and Matrix Partners. View original content: SOURCE HUMAIN
Cision Canada
15-05-2025
- Business
- Cision Canada
HUMAIN and Luma Join Forces to Power the Next Generation of Gaming and INTERACTIVE Entertainment
RIYADH, Saudi Arabia, May 15, 2025 /CNW/ -- HUMAIN the new full-stack AI company, owned by PIF, and built to redefine what's possible, has announced a landmark partnership with Luma, a global leader in multimodal generative AI innovation, known for its breakthrough video models, real-time 3D neural rendering, and cinematic AI. Together, the two companies aim to reshape the future of entertainment, across gaming, cinema, advertising, and immersive storytelling, ushering in a future where content isn't just made, it's felt, lived, and personalized at scale. From video games that feel alive and expansive, films that adapt in real time, and advertising that speaks your language and reflects your culture, HUMAIN and Luma are reimagining how stories will be made, played, and lived. At the core of the collaboration is a powerful fusion of technologies: Luma's cutting-edge multimodal model Ray 2, and its consumer platform Dream Machine, running on HUMAIN's advanced AI infrastructure. This integration will deliver lightning-fast inference and hyperreal content generation at global scale. Beyond infrastructure, the companies will co-develop next-generation models and fine-tuning capabilities, making high-fidelity, personalized content creation accessible to both businesses and consumers. Empowering creators from Hollywood studios and AAA game developers to indie filmmakers and advertisers, to build emotionally rich, culturally relevant, and industry-specific experiences. From photorealistic textures and dynamic lighting to intelligent characters and evolving environments, the future of AI-generated entertainment is poised to be cinematic, immersive, and deeply contextual. Whether it's a filmmaker in Riyadh, a game studio in Tokyo, an ad agency in São Paulo, or a teenager creating from their bedroom, anyone will soon be able to produce stunning visual content that also resonates with their culture, industry, or even team identity, with unprecedented quality and speed. The partnership marks a significant milestone for HUMAIN as it advances its mission to build and operate the full AI value chain, and for Luma, as it accelerates its goal to democratize Hollywood-grade generative AI tools for creators everywhere. "We welcome this strategic partnership with Luma as another milestone in scaling frontier AI technologies from Saudi Arabia to the world. By combining HUMAIN's infrastructure with Luma's advanced generative models, this partnership positions the Kingdom at the forefront of visual intelligence, unlocking new opportunities for innovation, enterprise, and digital engagement across the region and the world," said His Excellency Eng. Abdullah Alswaha, Minister of Communications and Information Technology. Tareq Amin, CEO at HUMAIN, commented: "We're excited to partner with Luma to bring the power of cutting-edge, AI-enabled video generation to more creators, developers, and businesses around the world. By providing the critical infrastructure for Luma's breakthrough technology to scale, with the speeds users need, we're helping shape a future where immersive, intelligent experiences are not just possible but are seamlessly integrated into how we live and work." Amit Jain. CEO and Co-Founder of Luma, commented: "This partnership marks an important step forward in our mission to build multimodal general intelligence that can meaningfully effect change in the physical world. For consumers, it means richer, more relevant, more immersive gaming and entertainment experiences. For enterprises, this will unlock new ways to engage customers, design products, and streamline workflows with unprecedented speed and realism. By combining our frontier generative models with HUMAIN's reach and infrastructure, we're accelerating the future of multimodal AI at scale, and with impact." About HUMAIN HUMAIN, a PIF company, is a global artificial intelligence company delivering full-stack AI capabilities across four core areas - next-generation data centers, hyper-performance infrastructure & cloud platforms, advanced AI Models, including one of the world's most advanced Arabic multimodal LLMs, and transformative AI Solutions that combine deep sector insight with real-world execution. HUMAIN's end-to-end model serves both public and private sector organisations, unlocking exponential value across all industries, driving transformation and strengthening capabilities through human-AI synergies. With a growing portfolio of sector-specific AI products and a core mission to drive IP leadership and talent supremacy world-wide, HUMAIN is engineered for global competitiveness and national distinction. About Luma Luma is building multimodal general intelligence that understands and operates in the physical world. Its flagship platform, Dream Machine, enables anyone to generate photorealistic video and images from simple prompts, and now powers content creation for over 30 million users. In 2025, Luma released Ray2, a frontier video generative model capable of creating realistic visuals with stunning detail and natural motion. Luma's models are used by leading platforms including Adobe, AWS, leading studios, and are available via subscription or API. The company has raised over $150 million from top investors including Andreessen Horowitz, AWS, Amplify Partners, and Matrix Partners.
Geeky Gadgets
05-05-2025
- Geeky Gadgets
The Only AI Video Apps You Need in 2025
What if creating stunning, professional-quality videos no longer required a massive budget, a full production team, or weeks of effort? In 2025, that's not just a possibility—it's the new normal. Thanks to the rapid evolution of AI video tools, anyone from seasoned filmmakers to casual creators can now produce visually striking content with unprecedented ease. These tools don't just simplify workflows; they redefine what's possible, allowing creators to generate lifelike human renderings, cinematic effects, and even entirely new artistic styles. But with so many options flooding the market, how do you know which tools are truly worth your time? This report cuts through the noise to spotlight the only AI video apps you'll need in 2025, making sure you stay ahead in this fantastic era of video production. In the sections ahead, you'll discover a curated selection of AI video tools by AI Advantage, designed to meet a variety of needs, from high-end cinematic productions to experimental creative projects. Whether you're seeking versatility for professional campaigns or accessible solutions for quick edits, this guide offers insights into the strengths and trade-offs of each platform. You'll also gain a glimpse into the emerging trends shaping the future of AI video generation, from open source innovation to the challenges of public perception. By the end, you'll not only know which tools to trust but also how to harness their potential to elevate your creative vision. The question isn't whether AI will transform video production—it's how you'll use it to transform your own. Top AI Video Tools 2025 Top-Tier Tools: S Tier Models S Tier models represent the highest standard in AI video generation, combining innovation, precision, and versatility. These tools are designed for professionals managing complex and demanding projects, offering unmatched quality and functionality. Google V2: Known for its exceptional adaptability, Google V2 excels in creating animations, realistic human renderings, and adhering to user prompts. Its versatility makes it a reliable choice for a wide range of video creation needs, from marketing campaigns to educational content. Known for its exceptional adaptability, Google V2 excels in creating animations, realistic human renderings, and adhering to user prompts. Its versatility makes it a reliable choice for a wide range of video creation needs, from marketing campaigns to educational content. Dream Machine by Luma Labs: This tool specializes in animation and motion graphics, delivering smooth and visually stunning results. It is particularly favored for storytelling, presentations, and projects requiring high-quality visual effects. This tool specializes in animation and motion graphics, delivering smooth and visually stunning results. It is particularly favored for storytelling, presentations, and projects requiring high-quality visual effects. Cling 2.0: Renowned for its precision, Cling 2.0 is ideal for projects that demand strict adherence to prompts. While its high cost and limited flexibility may not suit all users, it remains a top choice for professionals seeking accuracy and detail. Renowned for its precision, Cling 2.0 is ideal for projects that demand strict adherence to prompts. While its high cost and limited flexibility may not suit all users, it remains a top choice for professionals seeking accuracy and detail. Hicksfield AI: A preferred platform for filmmakers and advertisers, Hicksfield AI focuses on lifelike human rendering and precise camera control. Its ability to produce cinematic-quality visuals makes it a standout option for high-end productions. Strong Contenders: A Tier Models A Tier tools provide robust features and serve as excellent alternatives for users with specific needs. While they may not match the comprehensive capabilities of S Tier models, they still deliver impressive results for various applications. Runway: A versatile platform offering features such as inpainting and lip-syncing. Although its video quality is slightly below that of top-tier tools, it remains a strong choice for creative professionals seeking a balance between functionality and accessibility. A versatile platform offering features such as inpainting and lip-syncing. Although its video quality is slightly below that of top-tier tools, it remains a strong choice for creative professionals seeking a balance between functionality and accessibility. Alibaba 12.1 & Hanuan Video: These open source platforms provide offline capabilities and customizable workflows, making them appealing to developers and users who prioritize privacy and control over their projects. Watch this video on YouTube. Here are additional guides from our expansive article library that you may find useful on AI video generation tools. Accessible Options: B Tier Models B Tier tools are designed for beginners or niche use cases. While they may lack the sophistication of higher-tier models, they offer valuable features tailored to specific audiences and creative goals. Sora: A beginner-friendly tool included with OpenAI subscriptions. Its ease of use and decent video quality make it an excellent choice for casual creators exploring AI video generation. A beginner-friendly tool included with OpenAI subscriptions. Its ease of use and decent video quality make it an excellent choice for casual creators exploring AI video generation. Pika: Specializing in unique effects like 'cakeifying' objects, Pika is ideal for experimental and fun projects, offering a creative outlet for users looking to push artistic boundaries. Specializing in unique effects like 'cakeifying' objects, Pika is ideal for experimental and fun projects, offering a creative outlet for users looking to push artistic boundaries. Adobe Firefly: Focused on generating copyright-safe content, Adobe Firefly is a reliable option for commercial projects, making sure compliance with intellectual property regulations. Focused on generating copyright-safe content, Adobe Firefly is a reliable option for commercial projects, making sure compliance with intellectual property regulations. Pix: A straightforward tool for basic video creation. While it lacks standout features, its reliability makes it a dependable choice for simple projects. Key Applications of AI Video Tools AI video tools are transforming the video production landscape by offering tailored solutions for a variety of applications. These tools enable creators to streamline workflows, enhance visual quality, and explore new creative possibilities. Presentations: Enhance your slides with animations or looping video backgrounds to create more engaging and visually appealing presentations. Enhance your slides with animations or looping video backgrounds to create more engaging and visually appealing presentations. B-roll Creation: Generate custom B-roll footage to add depth and professionalism to your videos, saving time and resources in the production process. Generate custom B-roll footage to add depth and professionalism to your videos, saving time and resources in the production process. AI-Driven Advertisements: Develop dynamic and engaging advertisements. However, public skepticism about fully AI-generated content remains a challenge for marketers. Develop dynamic and engaging advertisements. However, public skepticism about fully AI-generated content remains a challenge for marketers. Creative Projects: Experiment with short films, memes, or artistic effects to explore innovative storytelling techniques and creative expressions. Emerging Trends in AI Video Generation The AI video generation landscape in 2025 is shaped by several emerging trends, reflecting its growing influence across industries and creative domains. Open source Platforms: Tools like Alibaba 12.1 and Hanuan Video offer offline and customizable solutions, catering to developers and users who value privacy and flexibility. Tools like Alibaba 12.1 and Hanuan Video offer offline and customizable solutions, catering to developers and users who value privacy and flexibility. Commercial Expansion: AI-generated videos are increasingly being used in advertising and marketing campaigns. However, public acceptance of fully AI-driven content remains a hurdle to widespread adoption. AI-generated videos are increasingly being used in advertising and marketing campaigns. However, public acceptance of fully AI-driven content remains a hurdle to widespread adoption. Workflow Integration: AI tools are becoming integral to creative workflows, streamlining processes and allowing innovative forms of visual storytelling and content creation. Challenges in Adopting AI Video Tools Despite their potential, AI video tools face several challenges that could impact their adoption and effectiveness. Addressing these issues is crucial for maximizing their utility and acceptance. Cost and Accessibility: High-quality tools like Cling 2.0 are expensive, limiting access for smaller creators and independent users who may not have the budget for premium solutions. High-quality tools like Cling 2.0 are expensive, limiting access for smaller creators and independent users who may not have the budget for premium solutions. Rendering Limitations: Some tools struggle with complex tasks such as human anatomy and animation consistency, which can affect their reliability for professional-grade projects. Some tools struggle with complex tasks such as human anatomy and animation consistency, which can affect their reliability for professional-grade projects. Public Perception: Skepticism about fully AI-generated content, particularly in advertising and media, continues to hinder its widespread acceptance and trust among audiences. Maximizing the Potential of AI Video Tools AI video generation tools have reached a level of sophistication that allows creators to push the boundaries of video production. By understanding the strengths and limitations of each platform, you can select the tool that best aligns with your specific goals and creative vision. Whether you are a filmmaker, marketer, or casual creator, these tools provide opportunities to streamline workflows, enhance visual storytelling, and explore innovative content creation methods. With the right approach, AI video tools can become an invaluable asset in shaping the future of video production in 2025 and beyond. Media Credit: The AI Advantage Filed Under: AI, Guides Latest Geeky Gadgets Deals Disclosure: Some of our articles include affiliate links. If you buy something through one of these links, Geeky Gadgets may earn an affiliate commission. Learn about our Disclosure Policy.
Yahoo
25-03-2025
- Business
- Yahoo
The Final Days of Technicolor: Inside a Band of Employees' 72-Hour Race to Launch New Company ARC Creative (EXCLUSIVE)
A month ago, on Friday, Feb. 21, Technicolor began to alert employees that it was in dire financial trouble and could (and did) begin to shut down that Monday. The stunning collapse of the iconic century-old company sent shockwaves through the industry, affecting its brands and thousands of employees around the world, as well as their customers. Paris-headquartered Technicolor had reorganized several times in recent years and when it closed it was the parent company of VFX giant MPC, commercial VFX studio The Mill, Mikros Animation and Technicolor Gaming. None were headquartered in the U.S. but all maintained either domestic studio operations or points of contact. More from Variety Advanced HDR by Technicolor Unaffected by Technicolor's Bankruptcy, Plans NAB Exhibition VFX and Animation Studio Cinesite Raises $215 Million On the Heels of Technicolor Collapse Technicolor Bankruptcy: Gaming Unit Sold to TransPerfect; VFX and Animation Future Still Uncertain 'Just like that, the place where we had poured the majority of our professional careers and passion — our creative home — was gone,' says Robert Sethi, who was executive creative director at The Mill's Los Angeles base. But he and additional members of The Mill's U.S. leadership weren't ready to give up on the team behind what was long considered among the top commercial VFX brands in the world. A group of them banded together and joined forces with Dream Machine FX, a group holding company for VFX brands, to launch a new venture dubbed ARC Creative. A month later, members of The Mill's U.S. leadership team shared with Variety their personal stories and recollections of the 72-hour period from receiving notice of Technicolor's downfall to launching ARC Creative amid a chaotic and emotional weekend. Technicolor was contacted for this story. Members of the ARC Creative team share that after receiving word from Technicolor, that Friday afternoon they talked with David Li, chairman of Dream Machine FX, the venture behind VFX brands such as Important Looking Pirates, whose recent credits include 'Shogun.' The meeting was hastily arranged by Niklas Jacobson, co-founder of ILP and a Dream Machine partner. 'I go back 25 years with several key people at Dream Machine. Yafei Wu and Niklas Jacobson, the founders of ILP, and I started our careers together in Sweden in 2000,' Sethi says. In the close-knit VFX community, other leaders at The Mill also had ties to individuals at Dream Machine including Li. The Mill was founded in 1990 in London and grew to become a globally-recognized VFX and creative leader for short-form work in areas including commercials, marketing and games. It was acquired by Technicolor in 2015. The individuals say that they explained their situation to Li, and together they went to work to find a way forward, though amid increasing disarray. 'By the time we get off the call with David, news has already leaked that Technicolor is shutting down and that everyone had been fired. As you imagine the next 12 hours are absolute chaos, talking to the crew, getting frantic calls from clients, all while trying to figure out if this Dream Machine thing could even be possible,' according to Anastasia von Rahl, managing director of The Mill L.A. The Mill's clients, it appears, didn't hear directly from Technicolor, but rather learned of its predicament through the press or industry colleagues. Von Rahl says that through that weekend, The Mill team also worked with clients to help them to retrieve their assets, including projects in production. 'We called the crew who just got WARN notices and asked them to come in and help us prep and ship material back to clients so they could finish their productions,' she remembers. 'A moment stands out vividly to me. Jacky Gilson, the head of production from EA, called and I immediately start running through the plan on how we had a team working all weekend to be able to hit their deadline and she stopped me mid-sentence to say, 'I called to see if you are OK.'' Gavin Wellsman, who was executive creative director at The Mill New York, reveals that there were other challenges in trying to create a business amid the shutdown. 'Over the weekend, senior Technicolor executives — the same ones who had their hands on the wheel this entire time and some of whom had proclaimed just a few months prior in the last town hall that Technicolor had turned a corner — attempted to launch similar companies with private equity backing, which created even more confusion for the staff,' he reveals. Wellsman was on a family vacation when he got the news. 'I was shocked and devastated. I was fully aware of Technicolor's financial problems but I never thought for a second that The Mill would ever close its doors,' he says, adding that he spent that Friday on the phone, calling staff and clients. 'Having spent my entire career at The Mill, my first thought was the staff and their families, from the runners to the MD's we were all being relieved of our duties and left without any severance so we knew we had to make a plan and act quickly.' On those calls, he also learned of the potential opportunity with Dream Machine. 'I raced back home to Brooklyn to get to work.' Sethi says that by Saturday morning, he and von Rahl were back on the phone with Li, 'who laid out a possible path forward. The night before, we had worked tirelessly — drafting a business plan, exploring every angle, and trying to shape what this could become. Together with David we outlined exactly what needed to happen and the scale and number of people Dream Machine could responsibly bring on. We knew time wasn't on our side. With a crew this talented, people had to do what was best for their families and livelihoods.' Angela Lupo, who was The Mill's New York managing director, relates that with Li's go-ahead, they began to share the plan with artists, 'communicating that we may have a path out of the fire and taking a temperature on who was in. I knew we had to move quickly to make as smooth of a transition as possible for the people coming along. We also needed to get ahead of all the misinformation out in the market.' Von Rahl adds that the logistics of starting the venture over that weekend ranged from finding insurance — 'this was the end of the month so people were losing insurance at the end of the week' — to setting up payroll and onboarding the team. Over the years, The Mill's work has been recognized with countless honors including Cannes Lions, Clios, and Visual Effects Society Awards, in addition to a VFX Oscar for its work on 2000's 'Gladiator.' But now they needed a new brand. Sethi relates that they chose ARC Creative because it 'meant something to us, because not only were we trying to build a proverbial boat over a weekend, but this was a major pivot in the story for all of us. 'Creative' being added was important because that's the through line of all the talent.' Mill creative director Ilya Abulkhavov sketched company logos amid the naming discussions. The Mill leaders believe it was trust in a tight-knit team built during their careers that also helped to launch the effort amid the Technicolor closure. 'Trust had been gradually eroding for a long time and I think at this point with the sudden notice of closure, the trust was now gone completely with corporate management,' suggests Wellsman. 'On the other hand, with the four of us [The Mill leaders in New York and L.A.], the staff had seen us push for change over the years. I never thought that I would be faced with a decision to start a company within 72 hours and would be making the biggest decision of my career. The message in my head that was on loop was 'the staff deserve better' and even though I had also been left high and dry along with everyone else I felt like it was my duty to try and keep as many of the core team together as possible.' According to von Rahl, ARC Creative was able to hire roughly 100 people full-time while providing freelance work to an additional 50 artists — more than half of The Mill's U.S. team — and plan to keep their bicoastal operations. They are currently working in temp space while looking for permanent locations in Los Angeles and New York. Lupo acknowledged PostWorks New York, which shared their space, allowing ARC to quickly start working with clients. Von Rahl reports that ARC Creative currently has 21 projects in house, thanks to relationships they had developed over the years, including with Electronic Arts and Amazon. In prior Variety coverage, sources who were employed by Technicolor (both in the past and at the time of the closure, though not Mill employees) contended that mismanagement was the major cause of Technicolor's collapse, though VFX pros also acknowledge that some poor decisions were likely exacerbated by an already challenging business model. The industry continues to suffer from low margins and is heavily impacted by tax credits that have post-production work moving from one part of the world to another in an endless quest for the best incentives. And like the rest of Hollywood, in recent years the impact of pandemic shutdowns and 2023's double strikes by the WGA and SAG-AFTRA further challenged the business. At noon on Monday, Feb. 24, The Mill staff was walked out of their offices and the doors were closed. That day, thousands of employees from around the world at Technicolor-owned brands lost their jobs as the company began to close. (Since that day, Technicolor Games was acquired by global language translation and AI tech business Transperfect.) ARC Creative was then hurriedly announced. Von Rahl says community support gave her optimism, 'from our editorial friends offering to let us come into their space, production companies ringing to say they will support and send work, an agency partner offering to help write strategy, to Amazon calling and asking to be the first client.' 'We were overwhelmed with the outpouring and love and support from friends, clients and colleagues who could not believe that we rallied so quickly,' Wellsman remembers. 'I think that most of the people that responded really needed something good to come out of this absolute disaster.' 'I had mixed emotions. I was still in shock, a little nervous but also extremely excited for the future.' Best of Variety The Best Celebrity Memoirs to Read This Year: From Chelsea Handler to Anthony Hopkins New Movies Out Now in Theaters: What to See This Week Oscars 2026: First Blind Predictions Including Timothée Chalamet, Emma Stone, 'Wicked: For Good' and More
