VFX Interview: Mohamed Moolla, CEO, Inet Media

VFX Interview: Mohamed Moolla, CEO, Inet Media

August 15, 2019 – I have years of experience in the media industry beginning as a postproduction specialist, visual effects supervisor, lecturer and finally graduating to becoming a creative director. As a lecturer I have custom designed curriculum’s as well as fine tuned courses that had fallen behind dynamically, injecting new life into sterile course content.I have worked with large clients and agencies including Audi, BMW, BP, BAT, Sanlam, Pharma Dynamics, Pfizer etc and have taken projects from implementation to final output, leading teams along each process. Some campaigns were fun and challenging while some made me want to open a chicken farm and sell eggs haha. But no matter what, every project was a huge success.

Today, Mohamed Moolla spoke to VFX Online about his work experience of Visual Effects and Animation industry.

// From Mohamed Moolla, CEO, Inet Media

How do you describe yourself professionally?

I believe that you should never take yourself too seriously and that is really my ethos behind the real me. Every job, while being totally professional, should be an enjoyable and interactive experience for all concerned.

What sparked your interest in visual effects? How would you describe in visual effects?

Well, I love was and still am a big fan of science fiction movies and always wondered “How did they do that”. So I decided to educate myself and this slowly led to my love for visual effects.

What is the difference in experience between working on films, commercials, TV shows and Music Videos?

Feature films are truly hard work. The long waits between shots, the continuity issues, the art of getting it perfect, it can be gruelling on the nerves. The end results are always worth the sacrifices and this is what makes it interesting to work on them. TV Shows are like being in a busy street in Cairo. Everyone is everywhere. People are yelling for makeup and grips are to be seen scampering around North and South. The AD is truly funny on TV shows as he/she is continuously trying to make order out of the chaos.

Music Videos are great as they allow a lot of creative freedom, especially as a director. The artists I have worked with have always been great and I have rarely encountered any Diva sort behaviour. These videos allow for on the fly changes which leads to more creativity. Gotta love them.

What made you choose visual effects, what was the primary inspiration, and how long did it take before you finally ‘made it’ to the big league?

If one takes a great performance that goes hand in hand with believable vfx, it makes for some true magic on screen. This magic is what I always wanted to create. It took many long years doing small projects and getting excited when I saw my work on screen. You would often catch me smiling like a drunken hyena when I saw a small particle I created float across the screen. But as this career path matured and I got onto larger projects I realized it was very serious work and I adjusted accordingly. I wouldn’t say I am in any sort of “Big League”, it’s just that I do more serious work these days.

What is the best & worst thing about working on feature films as compared to commercial/advertising/video work, and are there any funny stories that we just have to hear?

The best part of a feature is being part of a big team. Its just a really great feeling to see the teams come together. Base camp food is also awesome. The worst is the long waits between shots. It can make you go completely bananas.

As mentioned, feature films, especially when A-list actors are involved is a daunting task. I remember being on the set of Safehouse. We were shooting 2nd unit at 2am. The shot was where a car smashed into Denzel Washingtons jeep which was rigged to flip. So I just had to get this on my phone. I snuck into a nearby car without the director seeing me. Just as action was called he caught sight of my head peeing over the steering wheel and called cut. You don’t even want to know what happened when I got out the car. Lets just say the Australian stunt crew will remember me forever.

TVC’s are my favourite type of shoot because they combine the professionalism of features, the mayhem of tv shows and the fun on music videos. An incident I will never forget was on a KIA TVC with a particularly pedantic DOP from Germany. We had a lot of differences on set but since Inet Media was also producing the TVC and I was visual effects supervisor, I felt had the right to offer an opinion. So we go to a location at 8pm and shoot this KIA going around poles with a chase vehicle for almost 3 hours. I told the director this was a wasted shot but he just would not listen. The shot ended when the chase vehicle ran out f petrol and we said we could get any more. But the funny part of this was me putting just 1 second of the 3 hour shoot into the final.The director and I are great friends today and we always have a good laugh about this.

What are some of the projects you have worked on / clients or studios you’ve worked with?

Some of the clients I have worked with are Pfizer, BMW, Audi, KIA, VW, Barclays, BAT (British American Tobacco), BP, Vodacom etc

Are there different needs or expectations from clients, depending on where they are in the world?

All the clients I work with, no matter where they are from expect one thing from me, “the wow factor”

What kind of projects would you like to work on in the near future?

South Africa is a very difficult region for my speciality as most clients take their work overseas. There are a few giants in SA and most of the work is given to them so its really difficult for the independents. I would love to work on a feature that requires very subtle effects. I would also love to get a TVC or 2 that also uses subtle effects work to enhance the product.

What’s the most important tool you think is the best for vfx / animation?

This truly depends on the scale of the production. A TVC could need just After Effects while a big feature would need a combination on C4D, Blender, AE, Houdini etc to bring it all together.

Which is your favorite film in VFX and Animation and why?

My all time favorite has got to be Interstellar. Christopher Nolan did a fantastic job of bringing it all together with the use of subtle yet effective use of visual effects. I am not a huge fan of movies that rely too heavily on CG. This becomes truly boring after awhile and while I have huge respect for the artists who work on these sorts of movies, I personally feel VG and vfx are meant to augment the story, not tell it. The 3 exceptions on this are Avatar, Harry Potter and Alita: Battle Angel.

Whose work (both past and present) do you really admire and why?

James Cameron and Christopher Nolan are my two all time favorite directors but for totally different reasons. James Cameron won my admiration when he decided to fund Titanic personally when studios didn’t want to. That to me was one of the most courageous acts of any filmmaker I have ever seen. He is also on the forefront of film technology i.e Avatar, Alita. Truly amazing director who loves to operate the cam. Any director who operates is my hero. Chris Nolan shoots gorgeous visuals. His shots and are captivating and how he manages to ring it all together is a work of art.

Who are your favorite artists, traditional or digital, and can you explain why?

I like the work Allan Mckay does. He isn’t afraid to experiment and his mentor-ship programs are great.

How was the experience to working in Inet Media? Share something about Inet Media?

I formed Inet Media and built it from the ground up. I remember when I owned just a little quad core pc and couldn’t afford a 24” screen. I worked as a lecturer and saved until I bought my first Mac Pro. I saved again and bought a SONY EX1 with all the money I had. That was how it all began. Since then its been challenging, fun, frustrating, amazing and an experience of a lifetime. If I was based in a country that truly recognized and respected talent and skillsets I feel Inet would be one of the giants of the vfx industry.

What was your Best VFX project worked for? What was the main challenges in this project?

We were tasked to do the CG vehicles for Mad Max Fury Road. Inet Media studios were used, together with a whole contingent of Modelers and rigging crew. The challenge was ensuring the models were perfectly rendered and the timeline was met.

What do you like to do away from the computer?

I enjoy Diving, flying helicopters, shooting, martial arts, casual gaming on a PS4 and of course time with my wife.

Can you tell us a little about your process on the recent project worked on?

I was tasked to do 2 launch commercials for BP for IMAX viewing. This was a precursor to the launch of the last Fast and Furious release. I had to create both a narrative that spoke to the end consumer re the benefits of the Magnatec brand and also a much more adrenalin fuelled 30 second ad for the Castrol Edge brand which is a more high performance product. Timelines were tiny but the project was a huge success. From storyboarding to creating CG elements, all the way to the final visual effects, edit and sound score, it was an amazing process which I thoroughly enjoyed.

What projects, personal or commercial, are you currently excited to be working on?

Working on a really exciting project based in Saudi Arabia which I cant say too much about just yet but…when it releases you will be the first to know. We are at storyboard level currently.

Which direction would you like to take your career in the near future?

I really don’t know to tell you the truth. I would love to be working abroad in a country that celebrates skillsets and doesn’t look at it as competition. The UAE and Dubai would be great but anywhere that shows open minded thinking is where I would love to take both myself and Inet Media.

Any advice or tip for the young struggling artist?

Stand out from the crowd. Create something never seen before. If you don’t you will remain invisible. On the days you feel like you cant go on, just stop, gather your thoughts, go outside and breathe, then come back…and do it all over again. Never ever give up.

We would like to thank Mohamed Moolla for the great interview, and if you like to know more about, Feel free to reach out and .