The post-production company The Mill is expanding into new media with the creation of an interactive division that will focus on digital advertising and entertainment.
Advertising agencies will be able to use the Mill Interactive Lab to create online ads and digital executions for their clients across all of the digital platforms, including interactive TV and CD-Rom, as well as the web.
The Lab is headed by Andy Barmer, previously the facilities director at The Mill. Barmer, now the new-media development director, said: 'The reputation that we are aiming for is about creative output rather than the production of complex e-commerce sites.'
James Stone, a D&AD award-winner and the interactive designer behind Compaq's acclaimed 'bird' online advertising campaign, is joining the Lab as an interactive designer.
Barmer said: 'We aim to concentrate on high production value interactive content for the advertising and entertainment industry. Our core opportunity is with our existing client base, which now requires rich-media executions that cross traditional media boundaries.'
The Mill has worked on Guinness, Nike and Levi's commercials and also did the visual effects for last year's Gladiator movie. It is developing a promotional DVD for the dance act Orbital, and is about to embark on some digital work for an undisclosed Bartle Bogle Hegarty client.
The Mill also houses Mill Film, Mill Motion Control and Mill Models.