Post-production company Prime Focus has launched Amazing Spectacles, an animation studio based at its Dean Street facility in Soho.

Hilary Macdonald, executive producer at Amazing Spectacles, said the unit was created in response to calls for “a more director-led, conceptually creative approach”.

“Our breadth of experience allows us to offer all animation techniques and styles, from 3D CGI, 2D and flash to hand-drawn, puppeteering and stop-frame animation,” she said.

So far, the animation unit has completed work on commercials for Sony PSP in Japan and Zip firelighters in Ireland. It is currently involved in a pitch for a pilot for a long-form children’s entertainment programme.

Producer Jules Pye said the unit will also be pitching for work creating title sequences and idents, as well as more commercial work.