Rushes

Rushes was a Soho-based visual effects and post-production studio that operated from 1977 until December 2017. Founded by former film editor Godfrey Pye, the business worked across advertising, music videos, feature films and broadcast television, later extending into immersive and virtual reality projects. Its four decades of work spanned the transition from film transfers and early digital image manipulation to CGI, digital compositing and contemporary finishing.

The studio brought together creative colour grading, telecine, animation, motion graphics, editing, sound and visual effects. Its production capabilities included on-set VFX supervision, digital matte painting, crowd duplication and photorealistic compositing, alongside conceptual design and look development. These disciplines supported projects ranging from short commercial spots and pop promos to longer film and television productions.

Selected work

Rushes contributed to Dire Straits’ Money for Nothing music video and the 1997 Ford Puma McQueen commercial, which digitally inserted Steve McQueen into newly produced advertising footage. Its music video work also included projects for Gorillaz, Aphex Twin, Moloko, Kylie Minogue and The Streets. Later work included Björk’s notget VR music video and the Cancer Research UK VR Life Garden project.

Film and television credits included Tomorrow Never Dies, Lost in Space, 28 Weeks Later, Stardust, Hellboy II: The Golden Army and Human Body: Pushing the Limits. The studio also worked on broadcast identity projects, including the 1999 aerial opening-title sequence for EastEnders.

Ownership and closure

Initially independent, Rushes was acquired by Virgin Group in 1987 and sold to Liberty Livewire in 2000. Liberty Livewire subsequently became Ascent Media Group. Rushes joined Deluxe Entertainment Services Group through its acquisition of Ascent Media’s creative services businesses in 2010–2011, continuing as a distinct Soho studio.

Deluxe announced plans to close Rushes in October 2017. Following staff consultation, physical operations ended permanently in December that year. The registered company, Rushes Postproduction Limited, was subsequently dissolved in September 2024.