LONDON, UK — Situated in The Wharf, which is Angel’s emerging creative hub, Not Just Any is a production studio where talent, craft, and technical innovation converge. Creatively led and boasting a roster of impressive talent, its skill sets cover everything from live-action, high-end CGI design, and animation to creative development, photography, and fine art. Its talented team of directors and creatives work across all types of content from film/TV, original and branded entertainment, music videos, installations, and interactive.
The company may be new but is part of the award-winning global studio, Ntrōpic, which was founded 25 years ago by Nate Robinson, who cut his teeth making skate videos and working on feature films and music videos before growing the company into a global brand.
Nate heads Not Just Any, together with Managing Director/EP Emily Rudge and ECD Aidan Gibbons.
Emily and Aidan have over 30 years of experience in live-action production, design, and post-production between them.
Emily has an enviable CV. Whether it’s in the art world, in agencies, or in production, she has worked at the likes of Iconoclast, RadicalMedia, W&K, and Ogilvy. Producing for powerhouse brands such as Nike, Gucci, Three, and Frieze, as well as with fine artists for institutions such as the Serpentine Galleries, Venice Biennale, and the Zabludowicz Collection.
Meanwhile, Aidan has directed many large-scale campaigns for globally renowned brands, and as an ex-Mill+ director, he has a very acute eye for detail. His knowledge and experience of the whole production process are a huge asset to the company, as well as his enormous drive to push creative and technical boundaries.
Aidan commented, “Emily and I are so excited and proud to launch Not Just Any. All rosters should have a variety of styles and personalities, but we make sure our creatives share our values too. Not Just Any leaves egos and inefficiencies at the door. We’re down-to-earth, passionate, and pragmatic. Our team is an enviable mix of talented creators, all of whom share an addictive passion for their craft.”
Emily added, “I have had the most inspiring year so far working with Nate and Aidan to build up to this launch. It was important for me coming out of the pandemic to prioritize working with not only the most talented people in the business but also to harbor relationships built from respect, kindness, and the drive to do the most cutting-edge and creative work. I really believe we have found that within our amazing group of talent.”
Nate said, “I love Emily and Aidan, they are the perfect team to realize our vision of what a modern, production studio looks like. They know the importance of being a true partner to our team and clients, as well as elevating creativity on every job. It’s something that is at the foundation of our DNA. I’m excited about this next chapter.”
Emily reflected, “What inspired me when talking to Nate is how incredibly innovative, and collaborative Ntrōpic’s global model is. Our family of studios worldwide offers everything from branding and experiential to real-time content and beyond. I’ve loved delving into tech such as Unreal Engine and Virtual Production, and am particularly excited by what Ntrōpic’s Vietnam studio can offer to agencies and clients. With Not Just Any we will be focusing on a range of briefs and being part of Ntrōpic means we can leverage an incredible team of creatives, VFX artists, AR/VR designers, strategists, and more.”
Prior to its official launch, Not Just Any has already hit the ground running by working with an impressive roster of clients, including Apple, Samsung, Rolex, Boom, Tropicana, P&G, and Three Mobile.
