New York City, NY, November 16, 2011 – Zviah Eldar, Gravity’s Chief Executive Officer and Chief Creative Officer, today announced the signing of multi-disciplined Creative Director Alex Postelnicu. Postelnicu has previously worked with many of the industry’s top branding companies, and also has an accomplished live action directing reel. He brings extensive design and VFX experience to Gravity, a renowned branding and content creation company.
Eldar said, “Alex does not fit into a tidy little box, since he truly does it all — Concept Development, VFX, Design, Interaction/Interface Design, Motion Design, Event Design, Live Action Directing and Photography. In the past, he’s been a top gun for such companies as Humble, Digital Kitchen, Brand New School, Psyop, Stardust and Superfad, to name a few. We’re thrilled to add him to our Gravity team.”
Adds Gravity’s CMO and EP Bob Samuel, “Alex is equally comfortable on set directing, working as a Creative Design Director, or compositing in Flame with a room full of clients. He is a very talented and delightful person. His international background has helped him develop the ability to create functional, smart and effective communication design that has a positive response, and that can be used in advertising, fashion, architecture, industrial design or art.”
ABOUT ALEX POSTELNICU:
Prior to joining Gravity, Alex Postelnicu has collaborated with some of the top visionaries at acclaimed creative design studios such as Psyop, Brand New School, Imaginary Forces, Superfad, Mass Market, and Digital Kitchen. His appetite for other creative and resourceful approaches for a broader range of mediums has seen him at ad agencies and creative solutions companies like Publicis, AY&R, Sapient, WeArePlus. In the international arena, he has worked on numerous, high profile projects for such accounts as VW, Samsung, HP, Axe, Verizon, Ritz, Toyota, Dodge, Porsche, Chase, NYSE, Zurich Financial and MoMA, among others.
With a background rooted in different cultures and languages, Alex has established an eclectic and solid foundation in visual communication, whether it is live action direction, design, photography, typography, architecture, experiential, interactive or another visual exploration. He has made it a point to delve into and immerse himself in many forms of media and the craft and tools behind it.
His initial studies at Rensselear in design and technology then progressed into to architecture and industrial design at ETH. Both experiences secured his passion for making sure the way people communicate information through design is as smart and functional as possible; yet never forgetting to have fun in the process.
In his professional experiences, Alex has worked in many capacities within the advertising world. Specifically in production and post-production his roles have been as creative director, art director, live action director, visual effects supervisor, lead designer, flame artist, storyboard and concept artist.
All of these experiences have propelled him to where he has been most recently as Creative Director and Strategist for a Hybrid Creative Services Company working on branding strategies and designs, improving the offerings and visual identities of some internationally established brands. With comprehensive work experiences, Alex has bridged the gap in this last role by combining advertising, technology and design in a focused effort to streamline advertising and communication.
In addition, Alex has worked on large scale interactive installations shown at Ars Electronica, Siggraph Advanced Graphics Conference, and live video performances (VJ) software used by the some of the most renown bands today. He also contributed to a permanent installation at the Museum of Modern Art and a 180° Hemispheric show, seen daily at the American Museum of Natural History.
Gravity is an international creative, content and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials and Digital. With 250 talented professionals across offices in New York, Los Angeles, Stamford CT, and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics, animation, branding and digital strategy.
Gravity’s powerful combination of innovation and design are consistently aligned to help brands drive meaningful, dynamic connections with consumers – whether they experience them via television, cinema, websites, social media or mobile applications.
The company’s clients include DreamWorks, Warner Bros., Sony Pictures Entertainment, Universal Pictures, Paramount Pictures, The Weinstein Company, Coca-Cola, GM, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s feature film credits include “Tower Heist,” “The Adjustment Bureau,” “Crazy, Stupid, Love,” “Arthur,” “The Other Guys,” “Salt,” “The Reader,” and “Ghost Town.” The company’s television credits include HBO’s “Bored to Death,” “The Sopranos” and “Sex and The City.”
Gravity’s New York office is located at 315 Madison Avenue, 3rd Floor, New York, NY, 10017. The phone is 212/986-1584. The company’s West Coast office is located in the Lantana Building, 3000 West Olympic Blvd., Santa Monica, CA, 90404. The phone is 310/264-3909. For more information, please visit
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