In May of 2002, Manhattan post house Nice Shoes gave birth to Guava, a visual effects and design boutique. It was no mean feat.

"There are some really good companies in New York," observes managing director Ed Patrowicz. "To be competing against companies like Charlex, Click 3x, Spontaneous Combustion, The Mill and Quiet Man is a pretty tall order."

So what was Guava's approach? The company knew talent would be key so they slid veteran inferno artist Kim Crean over from Nice Shoes, recruited Amber Wilson from Version2 and imported freelance visual effects supervisor Alex Catchpool from Australia.

The new studio houses three inferno suites and 10 people who get involved from the board and shoot supervision stages through to final composite. Plans will see 3D added when business demands it.

Guava producer Rob Appleblatt says the idea of branching into visual effects came in response to client prompting, and to seeing too much work go to LA or London. By summer 2001, they had space and plans to open in November. But that was not meant to be.

The events of 9/11 set them back to May 2002. Says Patrowicz, "It slowed us down logistically as well as emotionally. We revised our plans but never lost confidence, especially about the team we put together."

The venture was financed by the five partners of Nice Shoes, explains Patrowicz. "It's nerve-racking to put your house on the line and clean out your bank accounts, but that's how we did Nice Shoes and how we did Guava."

Since the spring, Guava projects include a re-design for the Oxygen Network show Freeride, commercials for Amex (through O&M, NY) and Samsung (through FCB, NY), the new Earshot video and an HD spot for Sapphire Gin (through Margeotes/ Fertitta and Partners NY).

Guava does not retain an official rep, relying instead on their association with Nice Shoes, a little advertising, PR and word-of-mouth.

WEBFILES:
Guava> http://www.guavanyc.com