Definition September 2023 - Web


The 12th Man Genesis Hire combines equipment expertise from practical production backgrounds to offer a bespoke rental service IMAGES Fred Velody

C alling itself ‘central London’s service and support for filmmakers. With team members from a variety of video production backgrounds, Genesis brings a ‘real-world, experience-led approach’ to camera, lens and grip rental services. An in-house team of technicians tests any equipment regularly and rigorously, maintaining each item to the highest achievable standard. The bookings team, meanwhile, offers expert advice on every rental enquiry. “We’re more than just a dry-hire family-run cine-house’, Genesis Hire offers equipment rental, facility,” claims Fred Velody, bookings co-ordinator and senior technician. “We cover all angles when it comes

to coordinating productions.” Genesis Hire supplies equipment from leading manufacturers like ARRI, Sony, Canon, Cooke, Zeiss and more, catering to productions of all sizes – from short films to fully-fledged features. Besides video cameras and cinema lenses, the rental house also stocks sound, lighting and playback solutions. Genesis offers a truly bespoke service, working with DOPs, directors, broadcasters and various other video professionals to assess their needs and overcome obstacles. “We allow them to take on back-to-back jobs and be confident the kit and camera requirements will be considered and delivered,” says Velody. “I consider us ‘the 12th man’ in all our productions.”



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