Former LaBsydney general manager Ian Johnson and ex-Spinifex executive producer Brad Smith launch production company Magnetic Theory

Former LaBsydney General Manager, Ian Johnson and ex-Spinifex Executive Producer, Brad Smith have launched their new Sydney-based production company Magnetic Theory.

Johnson and Smith will focus on delivering innovative creative outcomes for clients from concept to screen across television commercials, digital engagement, branded, online and event content.

Their combined experience in producing post production, vfx, design, animation, online and large event installations places Magnetic Theory in a unique position in the market to deliver a broad ranging production suite of creative options to clients. 

Acting as a conduit between clients and creative, Magnetic Theory will produce for a diverse range of artists on their books including; Designers, Creative Directors, Commercial Directors (live action and vfx focus), Digital Specialists, Producers, Matte Painters and Editors.

Magnetic Theory launches with a respected diverse and complementary stable of creatives already on their books including; Director Kriv Stenders, Motion Designers and Illustrators SUPERVIXEN and Motion Designer and Creative Director Anna Meiser. 

Johnson is buoyant about the artists Magnetic Theory will collaborate with and confident in their creative abilities: “We will only represent Artist’s whose work inspires us and who we trust. Brilliant Directors, Designers and conceptual thinkers many who have already established themselves in their respective creative fields, but with our expertise, hopefully we can introduce them to a broader potential client base”

Says director Kriv Stenders: “I’m excited to be collaborating with Magnetic Theory in what is a very transformative, dynamic and revolutionary time in the industry.   It’s great to be part of a new emerging paradigm in the way production companies can now connect with talent, create opportunities, share ideas, and do business. I love the freedom and flexibility Magnetic Theory is offering me and look forward to be being part of a collective of artists who are all committed to embracing new approaches, methodologies and ways of creating all kinds of traditional and evolving media.”

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Utilising the latest cloud based technology to enable collaboration between production company, client and creative,  Magnetic Theory have the ability to imbed within a clients space if necessary, opening up the production to everyone involved in an inclusionary, seamless way.

Smith, who has worked internationally on large scale installations noted that “with the access to first rate technology and knowledge of this technology by clients, I find that a majority of my clients now enjoy working with a smaller more nimble production option where they can have immediate impact on the creative outcome.”

Says Johnson: “For every venture we take great care to tailor the most appropriate creative team. We believe in an open and inclusive dialogue with our clients to capture the essence of their communication and distill out the essential “idea” and produce it, simple”.