Production house Airbag Productions has launched a new creative technology arm called Airbag Labs which will focus on edgy and innovative client work.  

Airbag Labs has so far produced web films, apps, motion graphics, art installations, live events and experiential engagements under the banner of Airbag Productions. It launches as a separate entity today.

Victoria Conners-Bell, executive producer at Airbags Labs told B&T the shop would chase clients who “want some kind of technological edge or innovation to add to their existing campaigns”.

Most recently the group worked with Mcann Worldgroup on ‘Care aware’ – a campaign to raise awareness about full-time care-givers, which saw them orchestrate a 24-hour Orchestra.

As part of this project Airbags shot all of the videos, helped produce show the show, streamed social media content within the venue, devised the app that supported this and was responsible for extensive back-end work with further digital initiatives.

Its biggest competitors will be agencies like Tundra and Visual Jazz Isobar, but Conners-Bell said Airbag’s point of difference was its directorial talent.

The new creative shop will be able to draw upon Airbag Production's roster of directors and Airbag-owned CanopyVFX's visual effects prowess to help create new experiences for brands.

Chief creative technologist Steven Nicholson said: “We love combining technology with pure creativity. We’re inventive and energetic, a next-generation production house with geekery flowing out of our digital pores. We wanted to create a home for this digital innovation, and this was the genesis for Airbag Labs.

“We’re open to unconventional audiences. We’re creating some unique experiences at the moment, which really push against the limits of technology in surprising ways. Basically, we love different”.