Poetica – the Soho-based studio that specializes in award-winning live-action and postproduction for commercials, music videos and web content – has added managing director Rachelle Madden to its team. She joins a rich roster of creative and directorial talent, including director Anthony Furlong, photographer/director Brian Cross, CD Steve Tozzi, Sr. VFX artist Aaron Vasquez, director of CGI John Clausing, Sr. VFX artist David Elkins, Flame artist Amanda Amalfi and two new talent signings to be announced later this month.
A versatile leader equally adept at live-action production and all facets of postproduction, Madden has fit in seamlessly at her new home since joining the studio. In years prior to Poetica, Madden held the MD position at Company X and the EP role at both Trollback + Company and Endless Noise.
“I’ve always loved every part of the production process from the shoot to the edit, VFX, graphics and finish,” Madden said. “At Poetica, I’m able to bring every aspect of my experience to the table, while working with some truly inspiring creative talents. This sort of hybrid company is really the perfect fit for me and I couldn’t be more thrilled to be a part of the team.”