The partner spotlight is a weekly series where we go behind the scenes with some of the companies that make VendorDB great. Next up is Iron Claw!
Name: Iron Claw
Location: Los Angeles, CA
Year Founded: 2008
Specialties: We focus on the production and integration of design, live-action and visual effects. “Design. Shoot. Finish.”
What inspired you to start your company?
We wanted to create a true boutique in which the entire studio focuses on a handful of projects only. There is value in having a small group focus intently on a client’s business directives, a more human process that is often lost in larger companies. Our backgrounds are in technology and we wanted to test the boundaries of what a handful of folks can do when clients demand big creative products like live-action commercials and intense visual effects.
How did the partners meet?
What was the first job someone hired you for?
We created a Nike piece for the Jordan Brand that got us moving. It was an inspirational piece for our client at Nike and helped us gather steam to move ahead and gain momentum.
What was the most technically challenging work you’ve created?
We created animations for a custom physical installation at DirecTV that challenged us in many ways. Not only was the format entirely invented, a complex LED display playing in an immersive physical space, but the color and lighting had to be adjusted by walking through the experience, ensuring it not only looked great, but felt great. We interfaced with the architects and did a lot of R&D.
Which work or brand are you best known for?
As a studio, I think our most recognized work is the 2011 Emmy winning Sunday night football open for NBC Sports.
Which project is your most underrated?
We did visual effects for season 3 of Comedy Central’s Key & Peele. The work was a bit out of the box in terms of our core business, but as a studio we love the show and think those guys are genius!
What is the smartest work you’ve seen in the past year that didn’t come from your shop?
We’re in a such an exciting time. While expectations run so high in the industry, the quality of the work today is really unbelievable and extremely inspiring. There are the prominent heavy hitters out there that really push the technical and creative envelopes, like Psyop or the Mill as a shortlist example. A studio that put a smile on my face this year was Antibody. Beyond the True Detective title sequence, Antibody’s sense of visual communication has revived the classic idea and value of motion graphics.
How has the business changed since you started?
3,000% more demanding! The market has low barriers for entry and a lot of folks joining in. This means clients want what they see out there, no matter the budget range. The good thing is we get better with time as well!
What emerging tech trend will have the biggest impact on your business?
VOD is huge. It means a lot to different people, but to us it means there is more focus on television and promotion of TV. Integration of traditional marketing techniques with digital initiatives is key to a new series being successful.
What advice do you have for agency producers or creatives?
Don’t look past the boutiques, we provide way better customer service than the big boys. It’s why Iron Claw has so many repeat customers.