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07-9-2008

Radar Online Casino - A New Way of Thinking: PURE Thoughts

September 30, 2004 -- With construction recently completed on its new studio space on Madison Avenue, New York-based PURE, a self-described visual communications studio has hit the ground running. PURE is the brainchild of Founder/Owners Stephen and Bruce Ashkinos and Executive Producer Sally Kapsalis. The studio offers design production services to the commercial advertising, feature film, broadcast television, and emerging media markets.

PURE"s business model is more closely aligned to that of a production company than a traditional design studio. The firm maintains core competencies in brand development and positioning, creative strategy, graphic design and all aspects of visual communications. "The most valuable currency that PURE has to offer is its ideas," explains Stephen Ashkinos, PURE"s Managing Director. "By design, PURE is an idea company. We stand at the crossroads of strategic and creative thinking, and the fact that we can execute from concept through completion is almost secondary."

Those ideas flow from the minds of its two award-winning Senior Creative Director/Designers: Aaron King and Steve Tozzi. Each oversees independent projects while at the same time using one another as sounding boards throughout the design process. "Aaron and Steve each have a unique approach to creative problem solving," comments Executive Producer Sally Kapsalis, "it"s one of the fundamental differences that makes the studio unique." From designers, typographers, fine artists, and CG animators, to musicians and visual effects artists, PURE has assembled a world-class team of creative thinkers who work in a fluid environment where talent moves around as needed and all are accustomed to wearing a number of hats.

PURE's studio environment itself reflects the company's creativity and attention to detail. PURE retained the renowned New York architectural firm Tuller McNealus Feld to collaborate with on the design of the studio. Curves are a recurring theme in the space. In architecture as in design,

a straight line may be the most direct route from point A to point B but an indirect path can often prove to be far more interesting. The open plan layout dovetails with the studio's philosophy of collaboration and its ability to approach challenges from all angles. Adjacent to the studio's client lounge a graceful sweeping bar doubles as the studio's gathering area and the place most likely to find the team during lunchtime. "As much thought went into the flow of the space as went into its look and feel," notes Kapsalis. "The concept was to develop a space that our team and our clients would feel comfortable in and that would lend itself to bringing people together to foster creativity, ignite discussions, and critique work." PURE also incorporated an eleven seat screening room into the core of its studio space. On any given day team members can be found screening work, presenting design concepts or gathered inside for one of the monthly, standing-room-only, PURE: Inspiration screenings. An event where anyone and everyone brings in inspirational material; video, films, music, fine art and anything in between to serve as a catalyst for discussion.

In the few months PURE has been in existence, it has completed numerous projects for clients such as AT&T, Indy 500, BMW and the rebranding of American Media"s Star Magazine. The studio was also tapped by leading Japanese advertising agency, Dentsu, to create three ten-minute films for electronics giant NEC. The films were available internationally on a website created specifically to showcase them. PURE is currently working on the main title sequence for the independent feature Slingshot directed by Jay Alaimo and starring David Arquette, Thora Birch and Julianna Margulies in addition to the commercial campaigns it is currently working on.

About PURE:
Pure is a visual communications studio, an idea company, a design studio. Based in New York, Pure focuses on all facets of design, strategy and brand development for an array of clients. Pure develops uniquely tailored compelling solutions for a wide range of fields, from feature films to commercial advertising and network branding to event packaging as well as emerging media. Visit PURE online at http://www.pureny.com

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