A.UD IDEAS Lecture Series 2014-2015: The Third Floor

Chris Edwards, CEO of THE THIRD FLOOR Visualization Studio will demonstrate how many filmmakers are embracing a completely digital workflow to efficiently design compelling sequences for live-action films, animated features, themed attractions and video game cinematics. Trace the historical roots of the previs process and get up to speed on the latest “Virtual Production” techniques that are changing the way in which visionary filmmakers are crafting their content.

UCLA IDEAs Lecture Series: Tuesday, April 14
The Third Floor: The Past, Present and Future of Visualization

Chris Edwards, CEO & Creative Director

As CEO and Creative Director for The Third Floor, Chris Edwards has helped in designing many notable feature films, commercials, and game cinematics – from movies like Avatar, Alice in Wonderland, Marvel’s The Avengers and Gravity to popular video games, rides, and television content. Chris has also launched HYDRA Entertainment, a production company dedicated to developing unique story-driven franchises.

THE THIRD FLOOR, Inc. is the world’s preeminent visualization company working from offices in Los Angeles, London, Montreal and on location with productions around the world. Since 2004, the studio has helped clients visualize and maximize content by producing computer-animated blueprints, known as “previsualizations”. Recent film and television projects THE THIRD FLOOR has worked on include Jupiter Ascending, Godzilla, Maleficent, X-Men: Days of Future Past, Edge of Tomorrow, Marvel’s Guardians of the Galaxy and Game of Thrones Seasons 4 and 5. For further information visit: www.thirdfloorinc.com.


The IDEAS Lecture Series charts a dynamic new future for architecture by engaging speakers from a broad range of disciplines. The series looks beyond the field’s traditional boundaries and explores topics arising from unexpected quarters—entertainment, automotive, aerospace, and tech industries—in order to explore rapidly emerging new technologies, possibilities for interdisciplinary growth, and the role of Los Angeles in the evolution of architecture. The Architecture and Urban Design IDEAS Lecture Series is generously supported by Paul and Herta Amir.



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