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HomeCraftsAnimationCustom EFX Enters the U.S. Market

Custom EFX Enters the U.S. Market


Marie Soto
Marie Soto
Spanish visual effects, animation and post house Custom EFX has opened a studio in Los Angeles. The Barcelona-based facility has worked with agencies across Europe, South America and Asia for such brands as BMW, Nescafe, Samsung, Coca Cola and Ikea. The studio will target U.S. work in advertising, film, television, gaming and digital media.

The new Los Angeles studio will be led by veteran executive producer Marie Soto, assisted by a team of producers and digital artists. Soto joins the studio from Antenna, where she was executive producer.

Custom EFX recently gained significant exposure to U.S. clients through a strategic partnership with Antenna, the production unit of entertainment ad agency Ant Farm. That has included design, animation and visual effects assignments for major game, entertainment and advertising accounts.

“We see a lot of demand for the type of work that we do, especially among U.S. advertising agencies,” said Quique Medina, executive creative director and founder of Custom EFX. “Technology has made it very easy to work across international borders, and we believe that we can compete very well from creative, technical and budgetary points of view.”

Custom EFX’s services include animation, motion graphics, visual effects, color grading, compositing and sound design. The studio’s creative team has won numerous awards including two Gold Lions and one Silver Lion at Cannes. The studio’s technology includes high-end color grading, editing, compositing and visual effects platforms.

Recent projects include a campaign promoting tourism in Andorra where the studio created 3D animation inspired by the performers of Cirque du Soleil. The studio also recently produced 12 minutes of custom mapping graphics in a project for the government of Catalan and a new Japanese market campaign for Kirin Beer.

“Custom EFX has generated a lot of buzz in Europe and elsewhere through its unique blend of creative energy, world-class talent and expansive technical resources,” said Soto. “They’ve established a new model for creative studios that delivers fantastic creative solutions and streamlined production through a single source. That’s a formula that has a lot of appeal for ad agencies, broadcasters, studios and other clients.”

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