Back to news

LBB | MPC Hires William O’Donnell to Lead Digital Twins Offering.

Global
November 17, 2021

MPC is investing in its Digital Twins capability, to service future-facing brands wishing to explore their footprint in the evolving digital media landscape.

Today MPC, a Technicolor creative studio, announced a senior hire as part of the company’s strategy to evolve its capabilities within VFX space. 

William O’Donnell, previously of Accenture, joins the studio as head of Digital Twins, spearheading an evolving offering focused on servicing high-end brands across the Automotive, Fashion, Electronics, Architecture, CPG, and Beverages industries. 

Digital Twins are photo-realistic digital iterations of a brand’s assets such as products or brand mascots. These digital assets, unlike traditional CGI assets for commercial advertising, have limitless render possibilities across multiple media platforms including augmented and virtual reality, desktop retail, social media, game environments, broadcast and print. By creating a digital asset once in 3D virtual space, a brand can then use it to generate content across any media platform in any format across their growing digital eco-system, saving time, money, and environmental impact. 

Brands will be able to re-create all their existing, and potential products in 3D space, hosting them in a ‘Virtual Workshop’ to be used for any media platform or asset at any time without re-shoots, ensuring continuity at scale.  

Newly appointed head of Digital Twins, William O’Donnell. brings twenty years of digital experience to MPC, the last ten focused on 3D asset creation at scale. He spent five years at Mackevision as account director overseeing the Mercedes Benz 3D Fleet production for North American. When Mackevision was acquired by Accenture, William served as a 3D content creation SME for a variety of clients in the retail, automotive, fashion, QSR and beverage verticals.   

William comments: “I joined MPC because of their unparalleled reputation for visual excellence. By investing in expanding our Digital Twins offering, we are providing a premium service, at scale, powered by over 40 years of best-in-class VFX artists. Many creators of Digital Twins either lack the capacity to produce at scale, or the capability to maintain top quality visuals; MPC can provide both. 

“As the digital content market evolves and brands explore the next generation of the internet, we will look to collaborate with other Technicolor Creative Studios to ensure we remain at the forefront of innovation and exploration within The Metaverse, of which Digital Twins play a key part.” 

William O’Donnell will be based between London and New York studios supporting the capability globally. 

Read the full article on LBB Online, TELEVISUAL & SHOOT.

Want to learn more about Digital Twins? Get in touch with our teams here.

Get in touch

If you'd like to discuss your project, contact our studio teams here:

Contact us
Get in touch

JOIN OUR CREATIVE COMMUNITY

Sign up to receive community news, updates on latest work and exclusive invites to MPC events and experiences.

Sample image
Sample image
Sample image