Caleb Ollivant on Pioneering ‘Design-Led Visual Effects’ at Subset Studios

Operating at the juncture where creativity and technology converge, Subset Studios has carved a distinctive niche with its visionary approach to visual effects. At the helm of this innovative studio is Caleb Ollivant, a seasoned CG supervisor and art director, whose dynamic role encompasses everything from crafting compelling pitch decks to meticulously perfecting CGI shots.

"My day-to-day is action-packed," Caleb tells me when we sit down to discuss his hybrid role. A fast-paced position by nature, each day unfolds with a whirlwind of activities. Some days he can be found donning his creative director cap, shaping pitch decks, while other days will be spent diving into the technicalities of lighting and compositing, as CG supervisor. 

Subset's operational footprint spans New York, Los Angeles, Austin, London, and Tokyo, fostering a rich tapestry of cultural and creative diversity. And Caleb underscores the studio's ethos of flexibility and creativity over rigid procedure, allowing teams to collaborate seamlessly across time zones and geographical boundaries. 

He embraces the diversity of perspectives afforded to the company as a result of their international talent pool because he has learnt that “what resonates in Tokyo might differ from what captivates audiences in New York.”

“We're a nimble and scrappy bunch who don't put a lot of pressure on procedure or time zones,” he explains. “As far as we’re concerned, work whenever or wherever you want, using whatever program you want – what matters is the final product. We've found that working with people from different backgrounds gives us a lot of perspective in the creative process that we might have missed before.”

With a background steeped in traditional VFX, and deep experience working at a handful of the “big shops” as well as freelancing at various boutique studios around Los Angeles and New York, Caleb brings a nuanced understanding to his role at Subset Studios. 

He considers every pipeline and process from both an artist and supervisor perspective. "Big studios excel in organisation, while boutiques prioritise creativity,” he says, “Our challenge is striking a balance, delivering technically proficient work without stifling creativity."

This balance is crucial in Subset's specialisation: ‘Design-Led Visual Effects. Caleb clarifies that this approach isn't just about aesthetics but about leveraging technical prowess to narratively enhance visual storytelling. 

“It's a hard thing to describe because you would hope all visual effects are led by design. But we are trying to master the technical side of visual effects to tell stories creatively,” he explains. “We use lighting and simulations not just to dazzle but to guide emotions and perceptions. We do our best to convince clients to embrace bold, innovative ideas by demonstrating our capability to execute. Our goal is to deliver crazy, seemingly impossible shots.”

As talk turns to emerging technology, Caleb considers the rapid advancements reshaping the CGI and VFX world. Highlighting the impact of machine learning and AI, he tells me how these technologies have revolutionised the creative processes. "Thinking back to a decade ago, what would take me days to do then is achievable now in under an hour,” he says. “Tools like Unreal Engine empower real-time creation, easily crafting vast landscapes in real-time, and GPU (graphics processing unit) renderers give us amazing frames in seconds and processors. AI promises to unlock even more creative possibilities yet to be imagined.”

Poised at the forefront of these advancements, Subset Studios remains committed to pioneering new frontiers in visual effects. “Right now everyone wants to talk about Machine Learning or AI in this area, and we consider text-to-video, or something along those lines, as being the next cutting-edge development. What excites me in this area is the rapid advancement in hardware and software development, both with and without the assistance of AI.”

Caleb Ollivant embodies the spirit of Subset Studios: driven by creativity, powered by technology, and relentless in their pursuit of pushing boundaries. As he navigates the dynamic landscape of CGI and VFX, his journey serves as both a testament to the evolution of visual effects and an inspiration for future pioneers in the industry.

“I’m excited to see where the industry goes. There's probably entire sectors out there that haven't been invented yet, sort of like when the iPhone came out and suddenly there were all these apps to be made, or when Snapchat came out and suddenly there was a market for advertising with camera lens filters. Who would've thought, right? Somebody did, and that's where Subset wants to be when the next revolution happens.”

By embracing diversity, fostering creativity, and harnessing cutting-edge technology, Subset Studios under Caleb Ollivant's artistic leadership continues to redefine what's possible in visual storytelling. As the industry evolves, they stand ready to shape its future, one innovative project at a time.