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Creativity 50 2013: Mike Woods

By Published on .

Mike Woods, founder of the digital department at special effects and CGI studo Framestore, is breaking incredible new ground when it comes to game engines--turning absolutely anything you might see on a cinema or TV screen into an interactive experience.

That’s what led to Framestore’s groundbreaking work with Coca-Cola during 2012’s Super Bowl, which made the Coke Polar Bears go interactive, and what made it possible for Geico’s Gecko to appear on TV, being interviewed by Chelsea Clinton, just a few weeks ago.

It’s this kind of never-been-seen-before creative that drives Mr. Woods, who hails from an eclectic background that included being an edit assistant as well as being recognized as the creator of the concept of mashups. (He toured the world with MTV in the late ’90s for a show about mashups.) “What drives us is that we recognized three years ago that we couldn’t see into the future,” he said. “But we could be ready for the future by changing how our company works.” 
 


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