NEW YORK — It may be cliché that the whole is greater than the sum of its parts, but cliché or not, it’s an apt description of most successful teams, and Manhattan-based Fluid (www.fluidny.com) is no exception. And that’s what hits you when you first enter the spacious landmark loft in Soho that houses this company — these folks know how to play together.
The original loft consists of an edit suite, an online room and the music division’s studios and live room. The newer suite next door, opened in 2003, offers three additional edit rooms which house Greg Letson, Bruce Ashley and Scott Philbrook. Again, the flow of work and play is, well, fluid. There’s a sense of community in this place. As managing partner Marc Schwartz puts it, “We like to empower people here, give them the freedom and support to enable them to grow. Everyone is able to rise to whatever level their talent and ambition allows.”
A GOOD COMBINATION
Editorial and music… it’s the heart and soul of most post production, in film, TV and commercials. Editors respond to what they hear, it influences their cut, just as composers react to what they see on the screen. So when composers David Shapiro and Andrew Sherman joined editor Alex Frowein to form Fluid in 1997, it seemed like a no-brainer to combine their crafts under one roof. And over the past 12 months, the industry has taken notice. “About 50 percent of our projects now involve our music/sound design and editorial/online skills,” notes Shapiro.
“The first few years it was somewhat occasional, but now we often are asked to bid the entire post package, and we handle it all in-house [other than final mix and film transfer].” But, Fluid isn’t just a one-stop shop. Each division stands on it’s own, both creatively and logistically. Fluid Music has won numerous awards over the years, and has an enviable client list that includes McKinney, Chiat Day, BBDO, Modernista and Goodby.
THE TEAM
Andrew Sherman is a versatile composer, having toured with the likes of Brian McKnight and Mariah Carey, written the score for the off-Broadway production of “Debbie Does Dallas,” and produced numerous indie artists over the past several years. Judson Crane has provided dozens of innovative scores. Sound designer Fred Szymanski has worked with the Coen Brothers (Blood Simple, Fargo), recorded several experimental CDs of original work, as well as providing intricate, effective work for many of Fluid’s clients.
On the editorial side, Letson (formerly of Red Car and Cabana) is a veteran of the NYC editorial scene. Ashley (Formerly of 89 Edit) has cut everything from Grammy-winning videos to Guinness spots. Philbrook (formerly of Mad River) has a flair for humor. And Frowein doubles on Flame and Avid to create graphic-intensive pieces. Newest to Fluid is Flame artist Victor Melton from Argentina, who is talented in both online and graphic design. Each of them was carefully recruited not just for their talent and experience, but for their ability to play well within the Fluid team.
Supporting the creative staff at Fluid are producers Virginia Galvan and Rasha Clark. Sales are handled by Jessica Millington, a former agency producer at McCann Erickson and Y&R.
THE GEAR
On the video side, tools includes two Autodesk Flames, a Smoke, the Adobe graphics suite of tools, Apple Final Cut Pro, four Avid Adrenalines and two Avid Xpress Pros linked by Avid LANshare Unity. For their audio work they use Digidesign Pro Tools|HD, Logic and MOTU Digital Performer. They also have a live room filled with vintage keyboards, synths, guitars and basses.
AND BEYOND…
In addition to commercial work, Fluid as a company has extended its reach into a variety of other arenas. They created and host the annual “Fluid Battle of the Ad Bands,” now in its fourth year, which has raised over $50,000 for school children in New York City and elsewhere. It’s the premier event of Advertising Week and features agency bands vying for bragging rights in front of 1,000-plus attendees. This September, Battle IV will be held at Irving Plaza.
Music and editorial have also combined their efforts, creating content for a new feature film due out later this year. There are plans to launch a Fluid Record label, beginning with a new instrumental CD scheduled for release this spring. And the partners are also planning to expand the facility, adding new space, in the upcoming year.