Every once in a while I come across a firm in our industry whose performance stands out against of sea of mediocrity.

Semerad is the company but you won’t find them at You will need to go to the dot tv domain ( to uncover this production and creative gem.

Johnnie Semerad, Creative Director, is the unassuming and modest founder of the company. A visual effects “maverick”, he has won just about every creative award on the planet. A visit to their offices houses a glass cabinet with dozens of glittering CLIOs, Golden Lions and Emmys.

The layout of the company, on the fifth floor of a building, in the disappearing wholesale market and flower district, is in and of itself a lesson on space management, encouraging late-night shifts (and a sleep-over if necessary).

But it’s the work in the area of 3D animation, visual effects and motion graphics that makes this place stand apart. If you go to the site, check out the Dairy Queen “Inhale” ad created by GREY with the help of Semerad. Or just view it below. It’s one of my “favs”.

Only one nit-pick … Johnnie: for those of us that require reading glasses, please bump up the font on your text!

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