At Bubble, ‘Impossible’ Isn’t Part of the Business Vocabulary

A lot of companies like to say they are ‘like a family’ - few truly mean it. However, Bubble, an award-winning Soho-based post-production house, is a rare company where business and family really are one and the same. Sam Phinikas, managing director, was brought into the business by his dad, Chris Phinikas - a sound design pioneer with a career spanning over thirty years. Bubble initially started its life solely as a sound studio before acquiring Silk Sound in 2011 and expanding into edit, grade, and VFX. 

Keeping it in the family

Sam didn’t really plan to join the business. “It’s funny, growing up I didn’t really understand what my dad actually did, and it wasn’t until I started running here that I began to understand how vast the industry is. Post production misses out on a lot of talent because people aren’t even aware of the various careers within the industry or how to get into them, and I think that we have an active responsibility to increase visibility of these opportunities.”

His ambitions were set on football from a young age, but then came the need to pivot professionally. He joined Bubble as a runner, learning the ins and outs of the company, working in transfer, bookings and producing, before starting on the path that led to the managing director role he occupies today. With oversight into every part of the business and experience across many of its parts, Sam intuitively understands what the company and the people need. 

To date, Bubble has worked with some of the industry’s biggest names including Specsavers, Starbucks, Nike, Channel 4, Sky, Honda, and Aston Martin. Many of the projects have turned into long standing relationships, a point of pride for the whole team. What keeps broadcasters and brands coming back? “No one job is bigger than another; every single one gets 100% from us,” explains Sam. 

“As a small, independent business, we’re able to stay flexible, react faster and deliver a more personal experience – we like to go the extra mile, and our clients respect that.” The personal experience resonates with staff, not just clients, as Bubble is actively building a working culture that helps people hone their craft, make long-term industry connections, and have a good time too. “There’s always a great feel when we’re in the office, the team is diverse and social, so it’s a pleasure for everyone to work together,” he adds.

Last year’s spot for Specsavers, for which Bubble did the VFX, grade, sound design and mixing, is one example of what the team mean when they say they’re “all in”. The shoot took place in Eastern Europe and not every member of the team could go. Besides lending their expertise to the final spot, Bubble also opened up their studio at 6am and offered it as a remote hub for the creatives and the production company on the day of the shoot. “We had different feeds we could see on the big projector in one of our operating suites. Alison Wendt, our EP, helped make it all happen and ensured that the day ran smoothly, no matter where everyone was,” says Sam. The seamless final spot (for the brand’s Canadian launch) is humorous, with touches of invisible VFX and expert sound design. 

Post experts under one roof

Evolving from a sound studio to a full-service post-production house always felt natural to Bubble and there are heaps of benefits for clients who turn to Bubble’s experts, all housed under one roof. “Creative work is collaborative in nature and when a sound engineer and editor can iron out the kinks of a job easily, that benefits everyone. Doing full post is always such a nice process, you can see everyone getting stuck in, problem solving, and using their creativity,” adds Sam. Besides the obvious creative advantages, there are budgetary ones too. “We know that people’s budgets are smaller than ever and you’re always going to get better value by negotiating with one company over several.”

Celebrating Soho’s legacy

Bubble is in the process of refurbishing its spacious studios, as well as taking on more space. Sam is clear that the work is both about looking to the future and respecting the past. The studio occupies two spacious buildings on the historic Berwick Street, right in the heart of Soho. “The building has so many little quirks, like original wood panelling and bannisters, dumbwaiters - all part of the old decor. We’re trying to celebrate as many of the original features as possible, to keep the character of the place,” Sam says. 

It’s not all about aesthetics; the studios and equipment are getting an upgrade too, as well as building new suites. “The team and I are really excited about it all – most of all the Atmos studio! Plus, we’re adding further grade, VFX, and edit suites.” 

Will the refurbishment mean a back-to-the-office directive? Bubble’s position is a more balanced one. Sam would love to see more faces around, especially for the younger team members who haven’t had the experience of working and playing in Soho. Otherwise, he looks at it this way: “Being able to offer flexibility is really important. Life isn’t all about work, we all have many other responsibilities. Rather than staying at the office when someone’s finished a job and clock-watching, people can go home, finish working where they feel they’re best able to, come in late the next day if they worked late the night before.” When it comes to collaboration, he does think “getting your point across is easier” in person than through a string of endless calls. Still, it’s ultimately about balance, which keeps everyone happy. 

What does the future hold? The refurbishment and expansion are making Bubble ready to take on longform TV work. It also means a big hiring push to get more talent to its newly outfitted studio. “Hopefully we’re not going to be the last post house left in Soho, with so many moving East, one does start to worry!" quips Sam. Whatever happens, Bubble is more than prepared to uphold Soho’s creative legacy.