Imaginary Forces

IF co-founders Chip Houghton and Peter Frankfurt were interviewed by Barry Walsh of "Boards" magazine for an article detailing how design studios are dealing with the evolution of the industry.  Here is an except from the article: "I don't think it's particularly strategic," says Imaginary Forces co-founder Peter Frankfurt about his company's evolutionary process. Created in 1996, during the early days of motion design, IF's groundbreaking work in film titles (Seven, Spider-Man, countless others) made it a standard-bearer for the burgeoning design discipline. "It always has more to do with the DNA of the company, which is expressing storytelling using design, but not really caring exactly what the delivery system is." Its most recent undertaking is the incredible "New City" exhibit, a collaboration with architecture guru Greg Lynn and film production designer Alex McDowell which debuted at the Museum of Modern Art and combines mograph with CGI and sound design to create an immersive web-based world. It's just one of the experiential adventures IF has embarked upon since diving into the field several years back. But, according to IF co-founder Chip Houghton, it's only recently that agencies have been pushing for more experiential work, and as client thinking evolves, so must that of the creatives on his team. "For some people, that may not be what they signed up for when they came to IF - they might've come here because they loved the title design in Seven," says Houghton. "But then sometimes people grab it and run faster than us."