New production company Magnetic Theory launches

The former general manager of The Lab Sydney Ian Johnson and ex-Spinifex executive producer Brad Smith have launched a new production company Magnetic Theory.

The new company will focus on delivering innovative creative outcomes from concept to screen across television commercials, digital engagement, branded, online and event content.

Johnson and Smith's combined experience in producing post production, vfx, design, animation, online and large event installations is significant. As a conduit between clients and creative, Magnetic Theory will produce for a diverse range of artists on their books including designers, creative directors, commercial directors, digital specialists, producers, matte painters and editors.

Johnson is buoyant about the artists Magnetic Theory will collaborate with and confident in their creative abilities.

"We will only represent artists whose work inspires us and who we trust," he said. "Brilliant directors, designers and conceptual thinkers, many who have already established themselves in their respective creative fields, who with our expertise, can be introduced to a broader potential client base."

Director Kriv Stenders said he was enthusiastic about being involved at a transformative, dynamic and revolutionary time in the industry.

"It's great to be part of a new emerging paradigm in the way production companies can now connect with talent, create opportunities, share ideas, and do business," he said. "I love the freedom and flexibility Magnetic Theory is offering me and look forward to be being part of a collective of artists who are all committed to embracing new approaches, methodologies and ways of creating all kinds of traditional and evolving media."

Johnson said that the company took great care to tailor the most appropriate creative team for each venture.

"We believe in an open and inclusive dialogue with our clients to capture the essence of their communication, distil out the essential 'idea' and produce it - simple."