Covert: a 2024 Retrospective

This roundup has been written by Covert’s newest marketeer, and, although humble is a fundamental word from the nifty little Brand Bible, it’s getting ignored just this once because 2024 was clearly a belter for Covert.

We’re no longer a Dirty Little Secret...

2024 was the year Covert stopped hiding. Once a creative industry secret whispered about in backrooms, brainstorms - and quite possibly, the bedroom - this year Covert stepped boldly into the spotlight (putting the overt in Covert it seems). With a spanking newly polished identity, ground breaking work, and an ever-growing team of visionaries and legends, we made sure the world not only heard of us but couldn’t stop talking about us. In fact, we were named in Televisual’s Top 10 Commercial Post Houses - ohh snap.

A Rebrand that Rewrote the Rules

Way back in Q1 we tore up the rulebook (and possibly a few NDA-bound pitch decks) to establish our DNA. Our rebrand wasn’t just about a new look or sexy new logo, it was a declaration of intent. Curiosity, courage, and a commitment to craft became the backbone of exactly who we are. Guided by our apt core values ‘Hungry, Humble, Human’ we turned bold promises into a stunning reality. This wasn’t a quiet post-getting-dumped glow-up; it was a full-on EXPLOSION of awareness. By the end of the year, Covert was firmly on the map, no longer a whispered name but an essential in every creative conversation. On a side note if you’re a nosey lil f***er (exquiiise my French) and want to know how the company was born, there’s an interview here with Little Black Book that’s rather insightful.

Morteza and the Amazing Technicolour Dreamcoat

In 2024, we didn’t just expand; we elevated and focused exactly on who and what would be pivotal to continue riding that silky VFX wave. A prime example was our UK sponsorship of the talented Iranian artist Morteza Parsadan, who was facing increasing restrictions imposed by the Iranian government, paired with an atmosphere of hindering personal and artistic expression - and let’s face it, no one likes to be kept in a creative cage. He sought an environment where his professional ambitions could flourish unencumbered, and Covert ticked all the boxes.

And a big bonus for us - with our team getting bigger,  we made a landmark addition to the team: introducing a head of computer graphics. This role, now expertly filled by Morteza, marked the beginning of a new era for us. From hyperreal renderings to fantastical worlds, our CG work has redefined what’s possible, establishing Covert as a creative and technical powerhouse.

Highlights from the Covert Frontline

From Guinness’s bold campaigns to redefining the narrative for women in sport, we didn’t just produce spiffing work and split plenty of G’s - we worked with stories that mattered and made us a tad emosh. Here’s a look at some of our proudest moments:

Women’s Rugby World Cup / Women’s World Cup: A celebration of resilience and empowerment, the vibe here wasn’t just about ruggers and footy. It was about driving inclusivity and highlighting the brilliance of women in sport... on and off the field.

Dell Alienware: Absolutely stella. Futuristic, cutting-edge VFX, and a gaming-nerd’s heaven - this campaign showcased our ability to merge technology with artistry and we had a BLAST being part of it.

The Glenlivet 200: These visuals were SILKY smooth as the whisky itself. We married elegance and innovation, intertwining the art of forward momentum with the heart of timeless craftsmanship. Happy 200th birthday babe, slàinte!

IMAX: In our latest hurrah of 2024, we brought the awe-inspiring magic of IMAX to life with two STUNNING campaigns for Extraordinary Awaits, handling the ENTIRE CG production for both the oceanic and extra terrestrial realms.

Longform Love

Olivia Rodrigo’s GUTS World Tour: Topping the Netflix charts, this exhilarating concert special gets a look at Olivia (touched-up and looking beaut) experiencing her powerful performances about heartbreak and betrayal. Stunning visuals if we do say so ourselves.

Andrea Bocelli’s 30: The Celebration: "Who performed at my wedding? Andrea Bocelli. Who performed at Kourtney's wedding? Andrea Bocelli." (IYKYK). On this Netflix number, we crafted legendary VFX for a legendary voice - because when icons call, Covert delivers.

The WFH Life

While many companies worldwide rushed back to five-day office weeks (boooo!), Covert stuck to its balls: work isn’t about where you are but what you bring. It may sound cheesy AF, but our curated team of talent proves that this type of flexibility fosters creativity, productivity, and a sense of belonging, even if we’re dotted about all over the joint. You don’t need to clock into a cubicle to do great work. We’re all adults at the end of the day and those Amazon deliveries ain’t gonna get signed for by the dog.

Retreat, Recharge, Revive

As well as a few cheeky team pints across the year and co-hosting The Creative Circle after-party with RSA, in November, the Covert fam were treated to a well-deserved pause at the picturesque Fair Oak Farm. It wasn’t just a retreat, it was a chance to reflect, reconnect, and reignite our collective hunger for brilliance (and slap-up breakfasts; we had a private chef on hand). Because although we function brilliantly remotely, there’s nothing like a lil human connection in person, and creative heart-to-hearts get pretty inspiring.

Empowering the Galdem: On the Field and Behind our Screens

It wasn’t just a year we celebrated women’s excellence on the rugby and football field; it was the year we championed it within our own ranks.
Covert’s commitment to inclusivity and diversity has made a tangible impact. While the VFX industry averages a mere 21% female workforce, Covert has proudly risen to 30%. And that’s not a stopping point; it’s a foundation. We’re on track to grow this number, ensuring that women’s voices, creativity, and leadership remain a vital part of our DNA.
Just as the Women’s Rugby World Cup inspired millions, Covert continues to set an example - proving that excellence thrives in environments that embrace equity. Watch this space as next year we’ve got MEGA news.

The Future is Bright (and Slightly Naughty)

If 2024 was about stepping into the light, 2025 will be about taking it to new heights. With colossal projects on the horizon and a team more ambitious than ever, we’re not just hungry for more, we’re RAVENOUS. So here’s to the work, the wins, and the wonderfully talented and special humans who make it all possible, awwww. The secret’s out. Covert is here to stay, and we’re only just getting started baby.

Merry Christmas, ya filthy animals.