ADVERTISEMENT FEATURE. ANNA VALLEY
A ‘CREATIVE HUB’ FOR VIRTUAL PRODUCTION
Anna Valley’s first-ever director of virtual production, Christina Nowak, believes the company can play an influential role in one of the “biggest revolutions for over 100 years”
CHRISTINA NOWAK DIRECTOR OF VIRTUAL PRODUCTION
NEW FRONTIER As virtual production has advanced dramatically, people like Nowak will help guide the industry
Nowak’s appointment to the freshly created role of director of virtual production confirms the seriousness of Anna Valley’s intentions. The company has already undertaken a number of creative and commercial VP projects, including the GRM Rated Daily Awards and Independent Music Awards. Now the team is ready to move things up a gear. So, it makes sense that Nowak’s first major task will be to formulate a business plan to develop the firm’s VP interests across film & TV. “The objective is to make the company a creative hub for VP,” she explains. “From my perspective, that means establishing strong relationships with technical partners, and ensuring that we have the capabilities to offer complete VP solutions. Although Anna Valley is not unknown in this market, we are approaching this as a new launch – we want a very clear message about the services and skills we can provide.”
THE PAST FEW years have seen Christina Nowak engage with the rapidly expanding virtual production (VP) market in a number of roles – most recently as director of film & TV for Virtual Production Studios at 80six. But there was one quality above all that convinced her to join the team at Anna Valley: the company’s pragmatic approach to this exciting, but relatively new area of the industry. “They recognise that there can be no 100% experts in something that has only been used on a large scale for a couple of years,” says Nowak. “The Anna Valley team knows it’s the start of a new era of production and they want to be a part of its evolution. They want to engage fully with VP and ensure they have the products to best serve the market. Couple that with a culture and vision that’s interesting and optimistic, and you clearly have a solid combination.”
‘THE INDUSTRY CHOSE ME’ It can only be advantageous that Nowak brings a wealth of experience in business development and marketing roles at leading media technology companies. Reflecting on the start of her career, her path seems inevitable. “The industry chose me. I started working with photographers and videographers at G-Technology (now SanDisk Professional) and it was a natural
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