Santa Monica and Melbourne-based visual effects studio Luma extends the reach of its blockbuster feature film artistry into the advertising world. Leading this expanded offering at Luma is Managing Director Jay Lichtman and Creative Director Matt Lydecker, who join Co-founder and Executive Supervisor Payam Shohadai and Vice President and VFX Supervisor Vince Cirelli at the helm.
Luma is the only VFX Company of its scale that has a single team producing content for every project that comes through its doors. Unlike other companies, where feature film artists and advertising artists work in separate departments, the artists at Luma now collectively tackle top-level features as well as commercials and other projects. With Lichtman and Lydecker leading the charge of Luma’s new advertising expansion, the Luma team is able to eliminate the line that traditionally separates commercial and feature film-quality visuals.
As significant advertising work from top-level clients such as Nike, Ford, Nissan, and T-Mobile have increasingly been directed to Luma, Shohadai realized it was time to offer clients of all mediums Luma’s cohesive team and unique expertise. Luma’s team of artists, supervisors and technicians are known for pushing the visual medium, having created VFX for Hollywood blockbusters such as Guardians of the Galaxy, Prometheus, Captain America: The Winter Soldier, Thor: The Dark World, Oz: The Great and Powerful, and The Avengers. In addition, Luma’s VFX were on display in Academy Award-winning live-action films including True Grit, No Country for Old Men and Crash.
Lichtman and Lydecker now bring their expertise to spearhead the evolution of Luma’s world-class advertising offering. Jay Lichtman joins Luma with a rich history of leading teams to create award-winning VFX, digital, interactive, experiential, and branded content for the world’s premiere agencies, directors, production companies and creative technologists. Having held top posts at Method Studios, MPC, and Glassworks London, Lichtman arrives most recently by way of MassMarket where, as Managing Director, he oversaw both the NYC and LA offices.
“Luma is a truly unique company and excels in practically every component required from a creative studio,” says Lichtman. “I’ve been lucky enough to work with some of the best in the business, but I’ve never been part of a team that operates on this level. What we can achieve at Luma is nothing short of amazing.”
Award-winning artist Matt Lydecker joins Luma’s already impressive team as Creative Director. Lydecker has spent the last 12 years in Los Angeles working as both Lead Artist and Creative Director at a number of studios, including Framestore, Pysop, Brand New School, and Gentleman Scholar. Working alongside leading directors and agencies, he has been able to put together an impressive body of work for such top brands as Adidas, Apple, Nike, BMW, Google, Coca-Cola, Samsung, and Toyota.
Luma has made its mark not just with outstanding visual effects, but also with the extraordinary care the company shows its team and its clients. This highly sought after culture is felt the moment one enters Luma; through the award winning work it produces and the personalized service the Luma crew provides to each of its clients.
Luma is excited to offer this extraordinary level of service and creativity to the advertising world, under the skilled direction of Jay Lichtman and Matt Lydecker.