HEX Opens a New Chapter in Los Angeles

The production company formerly known as Electra Filmworks unveils a new name, mark, and operating system for commercial and narrative work.

LOS ANGELES — HEX Filmworks has stepped into public view with a leaner name and a sharper brief: design, film, and AI under one production roof. The rebrand, which retires the Electra Filmworks wordmark in favor of a closed-hexagon system, is already live across the company's site and outbound kits.

Founder Ze'ev Waismann framed the change as a tool, not a costume. "We needed a language that matches how we actually work — geometric, work-first, and fast enough to keep up with the jobs," he said. The new portal instrument maps departments to six faces of a single mark, a move that has already shown up in brand books, mailers, and on-set stamps.

Industry observers noted the timing. With AI tools accelerating previsualization and finishing, HEX is positioning craft and judgment as the product, not the software stack. Early clients will still find the same producers and directors on the line — the channels simply have a quieter chrome around them.