Invisible Artists is a creative production agency based in Sydney, Australia with 11 employees. The company creates video content for both broadcast and online for brands. Invisible Artists aims to expand internationally in 2013 by opening an office in London. The vision is for Invisible Artists to become a worldwide group with additional offices in Asia, the US, and Africa to serve a growing international client base.

1. think | create | share
Invisible Artists
‘every frame counts’
Invisible Artists Pty Ltd
Vision for 2013
Suite 3a, 5-13 Queen St, Chippendale • telephone: 02 8007 3117 • twitter@IArtist • www.invisibleartists.com.au

2. Invisible Artists Pty Ltd
What is Invisible Artists?
At its finest, good editing is an ‘invisible art’ undetectable to the viewer, as they become so en-
gaged they are unaware of the editor’s work.
Invisible Artists is a creative production agency with a full time team of 11 talented staff that
‘connects brands with artists’.
We are experienced and efficient writers, illustrators, designers, producers, directors, anima-
tors, editors, and developers.
IA concentrates on delivering consistent service and quality in the strategy, execution, delivery
and sharing of video content for both broadcast and online.
Services includes …
• Strategy & concept for commercial + video content
• Design & animation (Re-branding through to full 2/3D capabilities)
• Digital - design, UX, Youtube channel integration, micro + web-sites, EDM & e-booklets
• Short-form film + television series
• Corporate videos, events + screen visualisation, concept + design
• 3D Fly-through pre-visualisation
• ia360 - a web-based gamification module for training, education and promotional videos
IA started life as an extension of Dan Day’s 12 years broadcast editing experience in creative
agencies DDB and BWM and post production in London. Forging a reputation based around
being nice, good and fairly priced.
The company grew to 11 people in the first 12 months, continuing to employ at a rate of 1
person per month.
Although there are many production companies in Sydney, IA seems to have cornered the
market in delivering quick-turn around, mid-budget high quality video content for agencies
including the Monkeys, JWT, Amnesia Razorfish, BMF, DDB, Radar, ICON, Imagination.
IA have direct to client relationships with Sydney Opera House, Blackmores, Bridgeclimb,
Kimberly Clark, Roland and Foxtel’s Multiply.
Invisible Artists - Vision for 2013
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3. Invisible Artists Pty Ltd
IA values every clients’ budget, timeline and deadline; Understanding that failing to deliver on
just one of these can lead to disappointment.
IA aims to build strong relationships with individuals regardless of their career stature and
following them on the path through different agencies and brands. Over time, growing the IA
client list exponentially.
Genuinely taking care of it’s clients, IA also love their suppliers and match briefs with talented
individuals hungry to do some great work.
View examples of our latest video content HERE
Invisible Artists - Vision for 2013
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4. Invisible Artists Pty Ltd
Who are Invisible Artists?
IA is run by people who are experienced and empowered to make the best decisions possible
and stay true to the values of the company.
Each Artist has a great passion, desire and commitment to see their vision through.
IA has an ultimate goal to encourage all employees to succeed in not only their roles but their
careers. Building entities of their own under the IA brand throughout the world, should they
desire.
An Invisible Artist...
Actively works on what they love
is Interested in their industry
Grows and learns to better themselves
has Humour at the core of their
personality &
is a Team player
Every artist is chosen meticulously for
their attitude and experience.
Artists are entitled to 4 days per year to
work on a personal pro-active project.
IA continues a monthly BrIAnstorming
session developing 1 pro-active job.
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5. Invisible Artists Pty Ltd
Invisible Artists Employee List - Wednesday, 16 January 2013
Artist Position
Management Team
Dan Day Managing Director / Founder
Sarah Parker Client Services Director
Kate Star New Business Sales
Kevin Lim Creative Director
Production Team
Emma Friend (TBC) Head of Production
Dermot McGuire Digital Lead
Nick Cummins Producer (Direct to client)
Ingrid James Producer (Agency)
Rikki Lee Production Co-Ordinator
Post Production Team
Danny Stern Lead Animator / Editor
Chris Harvey Editor Animator
Mike Perry Shooter / Editor
Rachel Lewis Illustrator / Designer / Animator 2/3D
Adam Dionisio Assistant Shooter / Editor
Off-site Team
Esther Lussier Production Manager - UK
Kate Wheeler Finance Director (off-site)
Clare Tipton HR Director
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6. Invisible Artists Pty Ltd
How do we do it?
Invisible Artists hold the values, to be nice, good and fairly priced.
Each artist asks this of themselves, clients, suppliers and any situation to help make decisions
throughout their day.
Nice - We listen, empathise, talk the truth, never assume and open our ears to opportunities.
Good - We are experienced, sometimes exceptional, are pro-active and all have confidence in
our abilities.
Price - We listen and connect with our audience to meet the market on price and value.
Clients come back to us for friendly service, quick-turnaround creative concepts, cost effective
production and delivery on or before the deadline.
With response to briefs within an hour, concepts by close of business and short-turn around
timelines remaining our ‘bread and butter’, The IA approach to production fills our clients with
confidence and gives them sigh of relief to know that ‘IA just gets us!’
We charge a fairly priced day rate allowing us more time to work on projects and to meet
budget constraints.
All clients own the rights to their footage. IA owns the projects we create , this is our IP.
We are creative and always look for a different perspective that solves communication road-
blocks in a way that excites artists and clients.
Invisible Artists aims to create a space where like minded folk can learn and work together.
Sharing tips and insights into how their ideas, workflow and concepts come about.
Creativity involves breaking out of established patterns in order to look at things in a different way.
- Edward de Bono
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7. Invisible Artists Pty Ltd
Efficient
The current global market conditions leave our clients with less money.
After years of overpricing and clients being made to pay for agency inefficiencies, the days of
smoke and mirrors can’t be justified as clients are better educated and more savvy. IA sees
increasing opportunities as our peers have shut the doors to clients without deep pockets.
Invisible Artists make the most of affordable equipment and software that have consistently
reduced in price over the last 15 - 20 years.
For example, the equivalent editing software to Final Cut Pro in 1998 cost almost $400k it is
now $2k. The equivalent HD camera to the popular Canon 5D ($3k) was almost $25k just 4
years ago.
IA use cloud based communications, backups and accounting to minimise on-site equipment
overheads and pass the savings on to clients. IA choose to invest wisely in good talent and de-
velope their skills.
Effective
Content is king.
Having clients come back asking for the same or more is the best way to determine success.
With an active client list of 40 agencies and clients, IA wishes to work hard to continuously im-
press this growing list.
Gaining a ‘foot-in-the-door’ through video, IA will continue to inspire clients to consider work-
ing directly with IA and use us as a ‘bolt-on’ creation solutions agency.
Through all digital channels, IA aims to be the agency a brand wants to connect with, wishing
they had time to drop by and say hello in the peaceful yet reassuringly busy IA studios.
Innovative
Only by genuinely considering our audience, can we truly know our market.
IA will continue to grow and service its niche. Carefully adding to its service offering with the
following:
• Increased strategy and planning of video and digital for existing and prospective brands.
• Extended design and animation offering of pre-visualisation (commercial & construction).
• Devise a market leading piece of software tailored to IA suppliers, notifying IA of their avail-
ability.
• Roll out ‘ia360’ - a web-based gamification module for training, education and promotional
videos
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8. Invisible Artists Pty Ltd
Where to from here?
So we’ve grown a small company at the worst possible economic time, what happens when
things pick up? This company is proof that hard work and a little luck truly pays off.
‘Invisible Artists wants to help more brands
create the videos they want in the places that
build the best connection with their audience.’
Australia has been one of the best places to springboard IA into the world, So from here,
• Invisible Artists Group will be born and spawn IA-London opening it’s doors in June 2013.
Dan and a core staff of 3 others will set up ‘shop’ in Farringdon. Equidistant between the city
and the west-end, perfectly placed to match the need for quality corporate and equally impor-
tant creative content, IA will approach the UK market with a considered tone and understand
of the UK style of business.
• Dan (Dual UK+ AUS nationality) will return to Sydney for the last 5 months of 2013, eventu-
ally settling with his family in the UK in December.
• Connecting with UK arms of current client list - Kimberly Clark, Nielsen, Ketchum (ICON),
Imagination, JWT and drawing on contacts from Dan’s post production years in London.
• ia360 - to be rolled out to large corporate clients (Suncorp, Blackmores) bringing in 30%
revenue on on-going subscription models.
• 2013 sees IA win Mumbrella’s production house of the year.
• IA - Singapore / Hong Kong to open at beginning of 2014, supplying Nielsen, JWT and the
Monkeys with a dual-direction production pipeline into SE Asia.
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9. Invisible Artists Pty Ltd
Targets
Invisible Artists - Sydney
An average wage for an IA member to remain at $60,000 per year.
Invisible Artists - Sydney has set targets of annual revenue to increase from $700k to $1.5m by
the end of 2013. Year on year growth will be no less than 100% for the next 2 years, peaking at
the start of 2015 at $3m.
Invisible Artists - London
The UK is a perfectly positioned market for IA. Most production facilities are artificially inflated
by the BBC dictating high head hours rates and keeping the industry in a bubble. This leaves a
gap in the market where working directly with brands that have less money in the pot, need
good suppliers. Currently there are less professionals in the industry willing to drop their rate
to match the market.
An average wage for an IA member to start at £15,000 per year.
IA London has set targets of annual revenue to be £250k for the 12 months to mid 2014.
Beyond 2015, Invisible Artists Group will grow to become world-wide with offices in Sydney,
London, Singapore (or Hong Kong), New York and Nairobi.
You never press the gas pedal until you know you never have to take it off.
- Sir Jackie Stewart
Many thanks for your time.
Dan Day - Jan 2013
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