Airbag

What Airbag does

Airbag is an Australian premium production studio operating from Melbourne and Sydney, delivering three integrated service lines: VFX & Animation (3D CGI and 2D compositing with full in-house pipeline control from raw plate to final output), Experiential & Tech (creative technology, brand experience, and engineering-driven production combining designers, animators, and engineers), and Facilitation (production services including location filming, crew management, and liaison with local and overseas production companies across Australia). The studio serves a diversified client base spanning enterprise brands, government departments, advertising agencies, nonprofits, and music/entertainment clients, with a visible portfolio that includes Shell, AMPOL, XERO, NBN, Mitsubishi, AAMI, the Victorian Government, PTV, WWF, and Meat & Livestock Australia.

The studio's underlying technology centers on a 3D CGI and 2D compositing pipeline with end-to-end in-house control, combined with a creative-technology practice that integrates designers-who-code, animators, and engineers. Airbag is a participant in the Victorian Digital Screen Rebate (VDSR) scheme administered by Vic Screen, enabling it to offer clients up to a 45% combined rebate (15% VDSR + 30% PDV) on qualifying VFX work in Victoria, which functions as a structural pricing lever for inbound film, television, and advertising production.

Airbag's business model is professional services on a project-based engagement basis: bespoke VFX quotes, experiential production fees, and facilitation charges, with no public pricing, no platform or self-serve product, and no disclosed recurring-revenue contracts. Go-to-market is enterprise field sales — direct relationships with brands, agencies, and government buyers — supported by an active portfolio/case-study website, VFX capability reels, and industry awards (notably the 2023 London International Awards Regional Production Company of the Year, Australia/NZ). The company is privately held with 11–50 employees, no disclosed funding history, no parent company, and no public listing; the studio is led by founder Adrian Bosich (Managing Partner / Creative Founder), with Martin Box and Eddy Bell (Director) also in leadership roles.

Name

Airbag

Website

https://airbag.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Airbag is an Australian premium production studio delivering VFX, animation, creative-technology/experiential, and production facilitation services to brands, government, agencies, and nonprofits across Australia, operating from Melbourne and Sydney.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Infrastructure, Marketing or Sales

Revenue model

1. VFX and Post-Production Services: Bespoke visual effects and post-production services for film, TV, and advertising projects. Revenue generated through project-based fees for CGI, compositing, and visual effects work.
2. Experiential and Tech Services: Creative technology and experiential production services for brand experiences, involving cross-disciplinary teams of designers, engineers, and animators.
3. Production Facilitation: Production services including location filming coordination, crew management, and local production talent sourcing across Australia.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Airbag is a premium Australian production studio delivering integrated VFX, creative technology, and production facilitation services. Its three core offerings are VFX & Animation (3D CGI and 2D compositing for film, TV and advertising), Experiential & Tech (cross-disciplinary digital and physical brand experiences), and Facilitation (location-based production coordination across Australia). All work is delivered bespoke under project-based engagements through the studio's Melbourne and Sydney offices.

Product overview

Airbag is a premium production company offering three integrated service lines: VFX & Animation (3D CGI and 2D compositing studio), Experiential & Tech (creative technology and brand experience production), and Facilitation (full production and post-production services). The studio operates from Melbourne and Sydney offices, providing a comprehensive solution from filming through VFX and post-production to final delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• VFX & Animation Premium visual effects studio service focused on 3D CGI and 2D compositing, controlling the entire pipeline from raw plate to final output. Capabilities include environments, crowds, characters, effects, and deliverables such as Environments Reel, Crowds Reel, Characters Reel, and Effects Reel. Targeted at film, television, and advertising producers and offered under the Victorian Digital Screen Rebate scheme.
• Experiential & Tech Next-generation cross-disciplinary production service combining creative technologists, designers who code, photographers who animate, and engineers to deliver emotional brand experiences and innovative campaigns. Targeted at brands and agencies seeking engagement beyond standard advertising formats.
• Facilitation Production services encompassing collaboration with local and overseas production companies, extensive knowledge of filming on location across Australia, and offices in Melbourne and Sydney providing access to leading Australian production talent and crews. Coupled with Airbag's in-house VFX and post-production facilities, the service offers a comprehensive production solution from shoot through final delivery.

Quantifiable outcome

• Up to 45% total rebate available (15% VDSR + 30% PDV) for qualifying VFX work in Victoria

Named customers23 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Victorian Screen (Vic Screen)coreStrategic or Co-development PartnerAIRBAG participates in the Victorian Digital Screen Rebate (VDSR) scheme administered by Vic Screen, enabling the studio to pass on up to 15% state rebate on VFX work, which can combine with PDV incentives for up to 45% total rebate.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Rising Sun Pictures: Adelaide-based VFX studio providing 3D, compositing, and CG services for film and episodic television. Closest direct peer to Airbag — same Australian geography, similar scale of VFX work, and competing for the same regional rebate-driven projects.
• Animal Logic: Sydney-based animation and VFX studio known for feature animation (Happy Feet, The LEGO Movie) and visual effects. Comparable Australian VFX/animation peer with similar service mix but larger scale; competes for the same talent and production work.
• Iloura: Australian VFX studio (Melbourne/Sydney) specializing in feature film, episodic, and advertising VFX — now part of Method Studios. Direct overlap with Airbag in service offerings, geographic market, and client segments (advertising and film).
• Buck: Global creative studio specializing in design, animation, and experiential work for brands. Highly comparable to Airbag's Experiential & Tech service line in combining creative technologists, designers, and animators for brand experience projects.
• B-Reel: Creative production company with offices in LA, NYC, Stockholm, and Berlin, focused on branded content, interactive experiences, and film. Comparable to Airbag's integrated production/VFX/experiential offering for global brands, though larger and more international.
• Perception: NYC-based design-driven VFX and creative studio for film, episodic, advertising, and experiential work. Strong overlap with Airbag's VFX & Animation and Experiential & Tech service lines, particularly in brand-engagement-driven VFX.

Broad incumbents

• Framestore: Global VFX and creative studio with offices in London, Montreal, and other major hubs. Overlaps with Airbag's VFX and experiential offerings but operates at far larger scale with film/series tentpole work — the kind of workload Airbag could grow into.
• MPC (Moving Picture Company): International VFX and post-production studio (part of Technicolor) offering CGI, compositing, and creative services across advertising and entertainment. Comparable VFX pipeline capabilities, but operates globally and at substantially larger scale than Airbag.
• Weta FX: New Zealand-based VFX studio (formerly Weta Digital) known for high-end film VFX. Strong geographic and capability overlap with Airbag in the Australasian VFX ecosystem; significantly larger scale and focused on feature films.

Emerging players

• Tool of North America: Los Angeles-based production and experiential studio producing commercials and brand experiences. Comparable to Airbag's Experiential & Tech and Facilitation service lines, especially for cross-platform brand campaigns.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/airbagprod
• Facebookfacebook.com/airbagproductions

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Airbag