Amit Russell Gicelter: "Our goal is to help grow this new base while keeping the creativity flowing"

Intending to unite talent and resources from the South Mediterranean region, The Hive Studio has partnered with AnimaSyros Productions to establish a permanent base in Greece. In conversation with Señal News, Founder and CEO Amit Russell Gicelter discusses the state of the animation industry in Greece, the goals of this new partnership, and how The Hive plans to drive growth and creative excellence in the region.

What encouraged the decision to open a new branch in Greece, and why partner specifically with AnimaSyros Productions?
"My connection with the Greek animation industry began at the Animasyros International Animation Film Festival, when 'Letter to a Pig' was selected to screen there. At the festival, I met many talented animation professionals, and we quickly found common ground that led to a strong creative relationship. Out of that positive experience came our first collaboration: the short film 'P', directed by Stelios Koupetoris and co-produced by The Hive Studio and AnimaSyros Productions. That was the first co-production of its kind between Greece and Israel. Working with such a skilled and collaborative team naturally sparked conversations about expanding our production arm into Greece to support more projects like this. Of course, Greece's attractive 40% rebate incentive on investment also made the decision to produce there all the more compelling."

How do you envision The Hive Greece strengthening the animation industry in the South Mediterranean region?
"One of the things we hear more and more about in our region is the 'brain drain.' The best talent decided to pack their bags and go where the work takes them. But in the same breath, they also say they're just waiting for a good reason to return and work from here. To answer your question, we believe that by investing in education and job opportunities in the region, the talent will grow and eventually return, helping to strengthen the industry from within."

The Hive Studio has gained global recognition, especially with "Letter to a Pig". How will you bring that same creative excellence to this new base?
"The Greek Animation industry has an excellent base to work with. I have met incredibly talented creators with a creative spark and unique style to their work, but it's still very local right now. The Hive prides itself on being a hub of creativity with a strong emphasis on quality workflows. By combining that local talent with a manageable creative system, experienced in independent and commercial pipelines, our goal is to help grow this new base while keeping the creativity flowing."

What stories are you looking to explore through The Hive Greece?
"As we already do at The Hive, I'm most drawn to stories that are personal yet touch audiences around the world, universally understood stories. Hopefully, these will also carry a Greek touch, a connection to the rich local culture or history, which would be an amazing bonus. We're already developing a project with strong ties to Greek history, though it's still a bit too early to share more details."

Greece offers a 40% rebate on foreign investment. How vital was this incentive in the decision to expand here?
"It was quite important. The international industry is going through turbulent times, with studios shutting down and much of the work staying in North America. This rebate is imperative to convince clients to work with you as a studio. Yes, investors, broadcasters, and big North American studios might seek you out for your talent and storytelling experience. But if a company is going to put their hard-earned cash into working with you, they'll need to be sure it makes financial sense for them. It is great for the industry that the government is willing to support its country's talented and creative people. Look at countries like France, Canada, or South Korea, and how they've invested in their local industries."