Electric Theatre Collective

Visual Effects & Animation

Date of investment
January 2024
GCP team members
Contributing Sustainable Development Goals


Electric Theatre Collective (ETC) is a globally renowned Visual Effects (VFX) and animation company providing high quality, highly creative post-production services for screen-based advertising. Its creative and technical expertise is valued by its clients which include some of the world’s largest brands such as Apple and Coca-Cola. Due to its outstanding work and incredible people, ETC has won numerous of the industry’s most prestigious awards.

Led by CEO, Jon Purton and Chair, Michael Baulk, ETC has achieved strong growth and has reached headcount of over 140 highly talented people.

Our investment partnership

ETC has created a market-leading position in a large and growing market that is supported by structural tailwinds. Due to the explosion in the number of platforms where brands connect with consumers using video, there is a need for more content as well as the highest quality content, to enable the world’s most valuable brands to cut through the noise.

The business has developed deep, embedded relationships with a large global client base, that has supported a strong track record of historical growth. This has been sustainably underpinned by a focus on culture, coupled with a commercial mindset and well invested artist-focused technology infrastructure.

We look forward to sharing our experience and supporting the ambitious management team with ETC’s continuing journey.

Strategic support through our Growth Toolkit

Over the life of our investment, we will closely support the ETC team with numerous strategic growth initiatives, leveraging our Growth Toolkit and Network:

People & Organisation

  • Supporting the continued investment in world class creative and production talent

Funding for growth

  • Flexible funding structure to provide capacity to drive growth initiatives, including international expansion

Driving Growth

  • Supporting with strategy, network, and personnel for delivering international growth
  • Continued investment in technology to provide artists and support functions with best-in-class tools to continue delivering highly creative and technical work

Systems & Processes

  • Support investment in back-office systems and processes

Doing the right thing - our role in sustainable investing

ETC is focused on developing and maintaining a diverse culture where creative excellence is able to thrive, acutely aware that a great culture attracts great talent.

ETC puts employee wellbeing at the fore, whilst continuing to deliver the best and most technical work, for the largest and most demanding brands.

In addition to this, ETC has developed strong relationships with universities, where they support with graduate courses and teach-ins. This provides students with invaluable experience, learning from some of the best creative talent within the industry, whilst also supporting ETC in developing relationships with the next generation of talent.

Continuing to promote diversity within the business will remain a focus for ETC going forwards, along with tracking employee engagement, supporting sustainable growth.

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