Amateur commercial contest launches Dallas computer animation studio

by Robin Courtney of of Business Solutions Expo

DALLAS — Josh Hurst is the president of Dallas-based Liquid Logixx, a 3D computer animation studio that creates visual effects and computer animation for feature films, commercials, television, video games and the Web. Shortly after enrolling in an art school in Dallas, he recognized how his own company would be in a position to succeed.

"I saw 3D animation for the first time while living in San Diego and drawing comic books," he said. "I packed my bags and went home to Oak Cliff to start working on my two-year degree in media arts at the Art Institute of Dallas."

After just two weeks, he knew he didn't want to go back to California.

"There were only three companies in Dallas doing this type of work. That gave me an edge to compete," said Josh. "In October 2003, I teamed up with an art-school friend and we started working in my garage to create a demo reel. We hit a snag – a missing ingredient – and called another classmate for help. We cranked it out for the next year and half and that demo reel landed us a short animation at NASA."

At the same time, the yet to be discovered Lance Larson (now an award-winning director and editor), asked Josh to help with five commercials for a Group 101 amateur commercial contest. This combined effort won first place for the duo and both were able to launch their own company. Amateur contests are excellent for bringing instant industry recognition to new talent that could other wise take years for them to acquire. Winning or placing in contests also provides more creditability in a highly competitive industry. Josh continues to use the contest spots in his marketing efforts to this day.

"The Group 101 spots look amazing. They are A-class," said Josh. "We had NASA and those spots and we hit the ground running. I was knocking on doors all over Dallas, willing to work on anything from company logos to Web sites."

That determination paid off. In just five years, the small animation company added Texas Instruments, The Discovery Channel, Spike TV, ABC, CBS, Chevrolet and Showtime to its client list.