Adelaide VFX Business Helps Piece Together New Hollywood movie

An Adelaide-based VFX business is building itself a name in Hollywood, contributing to a movie about musician Pharrell Williams using a classic children’s toy.

ModelFarm, based on Gilbert Street in Adelaide, collaborated with a United States-based production company to provide VFX (visual effects) for biopic Piece by Piece using complex LEGO brick simulations.

Piece by Piece is an autobiographical comedy film that explores Williams’ groundbreaking contributions to the music industry, stacking up the building blocks of his personal journey—one brick at a time.

ModelFarm director and founder Shane Aherne said being a part of the movie, told completely using LEGO, was a career highlight and gave his company an opportunity to tap into a new market.

“We were approached by an Australian producer who was working alongside the US-based production company and (was) given the opportunity to showcase our portfolio of recent work,” Mr Aherne said.

“We contributed 100s of VFX shots to the film, tackling highly complex LEGO brick-based simulations, pushing the technology further than it's been pushed before.”

The Adelaide Economic Development Agency (AEDA) supported ModelFarm through its Market Access Program—an initiative where digital and creative businesses can apply for funds to assist with commercial and networking travel opportunities.

Mr Aherne used this funding to travel to Los Angeles where he attended the annual Ausfilm Week and had face-to-face meetings with the likes of Netflix, Lionsgate and CBS.

Piece by Piece received positive reviews from critics who praised voice acting, direction, humour, soundtrack and animation, grossing $10.1 million in box office sales.

It features other stars including Gwen Stefani, Kendrick Lamar, Snoop Dogg, Timberland, Busta Rhymes, Jay-Z, Missy Elliot, and Justin Timberlake.

“The crew at ModelFarm have thoroughly enjoyed seeing their work on the big screen,” he said.

Founded in 2017, following Mr Aherne’s tenure at Rising Sun Pictures, ModelFarm specialises in VFX, animation and virtual production.

Initially, it operated solely as a visualisation studio, bringing high-end content to industries including property, advertising and manufacturing.

“After a few years of successfully establishing itself within those industries, interest peaked from film producers who saw ModelFarm's visual output as something that belonged on the big screen,” Mr Aherne said.

“Two years ago, ModelFarm expanded its operations into Brisbane and became a partnership bringing on board VFX Supervisor Rangi Sutton.”

Since its inception, ModelFarm has worked on projects such as The Equaliser 3, which knocked Barbie off the top of the box office sales.

“That remains a real high point,” he said.

Other work the company has been involved in includes The Moogai, The Pope's Exorcist and the upcoming Beast of War.

Mr Aherne said while the creative industry regularly changes, and he has faced challenges such as the US writers' strike that impacted workflow, his career had been rewarding.

“Try to diversify your offerings and keep a keen eye on where future technology is headed—try to keep ahead of the curve,” he said.

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