Apache Digital opens with a focus on 'color'
July 23, 2014

Apache Digital opens with a focus on 'color'

SANTA MONICA — Apache Digital (www.apache.tv)  is a new color-only house that was recently founded by two veteran commercial colorists and a long-time executive producer. LaRue Anderson, who serves as EP/managing director, was formerly EP at The Mill, and is currently a VP of the West Coast leadership of AICE, the trade association for editorial, design, visual effects, color grading and audio post production companies. Colorist Steve Rodriguez, best known for his long tenure at Company 3, and Shane Reed, a colorist and software developer previously with The Mill in Los Angeles, round out the company as senior colorists/co-founding partners.
“Apache has the distinction of being exclusively a color company, and not a post house with color or a VFX house with color,” explains Anderson. “Color is our focus, and not an added service or afterthought that simply gets bundled and lost in a total post production package deal. The color grading process can be so in-depth and so intense, you really have to commit to it, which is what we do at Apache.”

(L-R) Shane Reed, LaRue Anderson and Steve Rodriquez.

Reed started his career after college as an assistant cameraman on independent feature films and then crossed over to post production, pursuing a career as a colorist, which led him to Company 3 and The Mill. He is also a software engineer and the creator and co-founder of CineGrain, a film grain program that is used by DPs, editorial and VFX houses all over the world. He has worked on feature films, music videos and spots, including Infiniti’s Frozen Moment, Tide’s Super Bowl Miracle Stain, and Mazda’s CX-9.

Rodriguez found his calling in post production straight out of high school in 1978, rising through the ranks and a variety of post houses to master colorist. He comes to Apache Digital directly from Tokyo, where he had been working for two years as chief colorist for Cutters. Over the years, Rodriquez has built an impressive portfolio of work, including the feature film Little Miss Sunshine.
“Our plan is to concentrate on spots and the commercial world,” says Rodriquez. “We do color, we deliver color and we deliver it right. Our goal is to be better, quality-wise, service-wise, than all the rest. No matter who the client is, we don’t care if it’s our best client or a first time walk-in, they are going to get the same attention to detail. “
Apache Digital’s facility, which is in Santa Monica, contains two dedicated color suites, client-friendly work space and amenities, and a full support staff including producers and assistants.