Executive producer Catie McDonald and creative wunderkinds PICTVRE join LoserKid

New Zealand based creative production house and artist agency, Loser Kid (LK) has recruited executive producer Catie McDonald and the wildly creative duo Veronica Crockford-Pound (director) and Joseph Griffen (photographer/cinematographer), who together make up PICTVRE.

Pictvre’s art-based practice and unique sensibility are responsible for some of the freshest creative around right now in Aotearoa. Drawing on references outside of the traditional span with a deep interest in analogue, it’s no surprise their work features on international platforms, including Vogue, Dazed, i-D magazine and Wallpaper. With a diverse client list that includes Lorde, M.A.C Cosmetics, Paris Georgia, Converse, Stolen Girlfriend’s Club, Commercial Bay and Les Mills.

Griffen, the co-founder of renowned artist-run spaces FERARI and Rockies, is also the recipient of a stack of awards for his own work, including the acclaimed Wooden Pencil and the Gold Axis Award. With Crockford-Pound responsible for managing the iconic female led contemporary art galleries Sue Crockford Gallery and Hopkinson Mossman before moving into creative direction for the annual cult fashion event the Marr Factory.

It was at Marr Factory where the two first co-labbed for a week of wild shows, an immediate uniting of creative minds, with their complementary approach and sensibilities, it only made sense to combine forces and PICTVRE was born.

On joining LK Crockford-Pound says: “We knew that we had found a creative agency that aligned with our values from the very first meeting; their approach is very focused on the ‘art’.

“LK sits outside the traditional system of what we are used to seeing here in Aotearoa, and we’re naturally drawn to anything outside the status quo.

“We’re really excited to see where this goes, to keep thriving creatively, and continuing to work with clients who trust us to tell their stories through our distinctive lens.”‘

Loser Kid also welcomes executive producer Catie McDonald who joins the business at a pivotal moment of growth. McDonald’s career began in reality television, working on shows including Masterchef, My Kitchen Rules and Target. She made the move to advertising in 2015 heading up the production arm FLARE at Colenso BBDO.  More recently she joins Loser Kid from production producing in-house for Special Group NZ.

Says McDonald: “With a background in agency and production, LK felt like the perfect next step in my career. I love the ethos LK founder Benn Jae has built around the business, and the roster of talent is very special in the New Zealand marketplace. PICTVRE is the perfect example – unique talent, with a fresh perspective, international lens, and an inclusive approach to everything from casting through to the rationale behind every creative decision.”

Says Benn Jae, founder and director, Loser KidL: “Like all start-ups, we’ve grown and shaped ourselves to fit within a market while always trying to stay true to our core values and mana.

“The addition of Catie, Veronica and Joseph is truly humbling, and I couldn’t be prouder welcoming them into our ever-expanding whanau.”