GenArts

About GenArts

GenArts, Inc. operated as a key developer of visual effects (VFX) software for the film, broadcast, and video industries before its acquisition. The company was established in 1996 as Genetic Arts in Cambridge, MA, by Karl Sims, a computer graphics artist with degrees from MIT in Life Sciences and computer graphics. Sims' background in artificial evolution and computer animation heavily influenced the company's trajectory. He served as CEO until 2008 when he moved to the board of directors.

The company's business was centered on developing and selling high-end VFX plug-in packages for post-production and video editing software. GenArts served a global clientele of digital artists, film studios, and broadcast post-production facilities. Its primary revenue stream came from the licensing of its software products. The flagship product, Sapphire, became a gold standard in the industry, known for its extensive collection of effects like glows, lightning, fire, and fluids. These plug-ins integrated directly with major editing platforms from companies such as Adobe, Apple, Avid, and Autodesk.

Initially focused solely on its Sapphire product line, GenArts embarked on an expansion strategy in 2008. This led to a series of acquisitions, including UK-based SpeedSix in 2009, which brought the Monsters and Raptors plug-in brands, and Wondertouch in the same year. A significant milestone occurred in September 2016 when Boris FX, a leading developer of VFX and workflow tools, acquired GenArts. This strategic merger was part of Boris FX's growth plan, following its 2014 acquisition of Imagineer Systems, the developer of Mocha planar tracking software. Following the acquisition, key GenArts personnel, including co-founder and Chief Scientist Gary Oberbrunner, joined the Boris FX team, ensuring continuity and combined expertise. The Sapphire product line continues to be developed and sold under the Boris FX brand.