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Wednesday, 25 July 2012 06:00

AICP Digital Reveals Guidelines For Production Expectations

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aicp-logoMatt Miller, President and CEO of the Association of Independent Commercial Producers (AICP) and Dustin Callif, Executive Producer, Digital, at Tool, and President of AICP Digital, recently unveiled guidelines for digital production. The document outlines best business practices for digitally produced content, including interactive, visual effects, design, and animation.

“These guidelines help to establish a roadmap for good business practices. We hope that all companies that produce content digitally - as well as their clients - will use this document to shape expectations,” said Miller. “This new resource creates a framework for discussing business terms, and through constant use, will become the industry standard."

Callif explained how the guidelines came to be.

"We created these guidelines to address the needs of our members,” said Callif. “AICP Digital received input from several production companies, as well as producers from the agency side to ensure that this would be a business tool which could be adapted by both sides, making our industry stronger.”

A committee comprising Callif, AICP Digital Chapter Vice President Anders Wahlquist of B-Reel, Paul Babb of Rhythm + Hues, Gary Giambalvo of theSTUDIO, Lucia Grillo of PSYOP, Javier Jimenez of Motion Theory, Max Oshman of thelab, and Dave Skaff of The Science Project spearheaded the creation of the guidelines, which are available by clickinghere, and on the AICP Directory app, which can be downloaded on aicp.com or in the Apple App Store.

The AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media –film, video, digital —for advertisers and agencies.

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