Ed Ulbrich to Lead Virtual Reality and VFX at Deluxe

Ed Ulbrich Headshot P 2016
Courtesy of Deluxe

Ed Ulbrich, a producer and former Digital Domain CEO, has joined Deluxe Entertainment Services Group as president and general manager, Deluxe Visual Effects. He also will drive Deluxe VR, a unit focused on producing virtual and mixed reality experiences.

"[Deluxe's VFX brands] Method Studios and Iloura are doing extraordinary work in Los Angeles, Vancouver, New York and Australia,” said Ulbrich, who will report to Deluxe CEO John Wallace. “And there’s an enormous opportunity to unify the talented teams in other disciplines across Deluxe into a global VFX force — making the best use of different skill sets and the economics of different geographies to service clients on a much bigger scale." On the VR side, he said Deluxe has the "capabilities of a full service agency."

Ulbrich joined Digital Domain when it was formed in 1993, and during his two decades with the company worked his way up to CEO. While at Digital Domain, he also executive produced Academy Award-winning visual effects for The Curious Case of Benjamin ButtonTitanic and What Dreams May Come. Ulbrich also developed and led the company's advertising production business and produced projects including Lionsgate/Summit's 2013 feature Ender’s Game and the Tupac Shakur hologram-like presentation for Dr. Dre and Snoop Dogg’s 2012 Coachella performance.

"Bringing in someone of Ed’s caliber and experience helps us to be a global provider to our content partners, serve them in new ways and at increasing scale, with the highest quality visuals," said Wallace.

Method is currently working on VFX for Marvel’s Doctor Strange and Guardians of the Galaxy Vol. 2.