Major Turning Point for Boogie Studio

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Boogie Adopts a New Name and Brand Identity

After evolving and innovating for the last 8 years, Boogie Studio is becoming the first fully integrated postproduction house in Québec. Founded in 2006 by Benoit Martel, Andres Norambuena and Denis Éric Pednault, the studio is remodeling and diversifying its client offerings by adding creative production services. While staying true to its original mission of ‘doing more for less’, the team will continue to focus on performance and delivering high-level creative products. This new entity is going full speed ahead.

Boogie becomes BLVD
The company is changing its identity to highlight this important shift. "The name Boogie worked so well for us as a sound studio that it became a handicap for our growth into other areas of post-production," explains Benoit Martel, Managing Director and Partner at BLVD. "In order to make a proper transition from where we were to where we want to be, we need to sever our ties with our old self." The new name evokes the company's key characteristics (continuity, direction and traffic or idea generation) and also refers to the company’s total exterior transformation (vision, speed and direction). BLVD reiterates Boogie’s professional maturity, charm... and its reputation for being an inviting and unifying studio that delivers high-end products while taking project management and team performance seriously.

All services...
Since 2009, the company has witnessed a trend in post-production: the consolidation of the industry through vertical integration, a phenomenon that will become more obvious in the coming years. In light of this, the company chose to adapt to the marketplace by building a future in mixed-media. "In the early 2000s, a typical agency was producing 45% of its creative output for television," says Benoit Martel. "Today, other types of media platforms are added to the mix: branded content, viral videos, immersive installations, radio, television, interactive displays, etc. By having the capacity to take charge of a project from A to Z, we can rest assured that the content is well developed and fluid in between every platform."

...under one roof
To kickstart the transition, BLVD is adding 9 directors to their existing team. The newly formed team will broaden the company's client offering, particularly in immersive and interactive media, but also within traditional advertising. "Everyone in our new production process contributes on a creative level, from the colourist, the motion designer, 3D artist, on liner and the mixer for the musicians", highlights Martel. By engaging everyone from the beginning of a project, the company will reduce the margin of error involved in the multi-step production process and
maximize the return on their client's investment.

In the big league
As a fully-integrated production company, BLVD has the capacity to be allied with advertising
agencies. Their new team structure also bridges the gap between creative and technological skill sets and different types of media. "We need to have a competitive edge in order to enter the race as an attractive contender," says Martel. "We’re already living up to our new name and showing the industry where we’re headed with it."

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Karine St-Germain
karine@blvd-mtl.com
+1 514 991-5350
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