03/13/2025
Dear friends and colleagues,
I write this letter for those who remember how much fun it was to be in the post-production business back in the ‘90s thru to the 20-teens.
I write this with pride and with sorrow, but most of all, with thanks.
After editing and producing TV commercials, documentaries, music videos, and all kinds of corporate films, for over twenty-six and a half years, Just Add Water will be ending it's long, successful run.
God has truly blessed the owners, the editors, the staff, and all those ‘regulars’ who stopped by for work or just for good conversation. It has been an absolute pleasure doing what I love to do, for so long, and alongside so many talented people.
My partners and I started this little shop in 1998. We put together a cast of curious characters that transformed our company into the most inviting atmosphere and attracted some of the most creative artists in the city.
I can’t tell you how many of our clients, colleagues, and employees have reached out to me to express their fondest memories of working at Just Add Water. It was truly one of the best places they’ve had the pleasure of working.
As a matter of fact, it was less like work and more like play!
But that’s how it should be, right?
Just Add Water was a creative editing house with some really nutty people!
So, thanks for the best 26 ½ years of ‘playtime’!
To our clients and creative partners – Graphics artists, Editors, Colorists, Animators, Producers, Directors, Writers, Art Directors, Audio Mixers, Musicians, and Voice Talent - all of whom collaborated with us to make 30 seconds of magical mini-movies every day, thank you for having the confidence in our talents and the patience to deal with all the rest:)
I’ll miss the office banter and conspiracy-theory conversations, the Ping-Pong games and mid-day breaks on the fire escape, the daily bagel breakfasts and extravagant client dinners, the comedic goings-on in the edit rooms that no one can ever make up, and the late-night creative turbo-boost you would get after eating the heaviest eggplant parm hero at 9pm!
I’ll miss the client’s eyes opening with surprise and awe - “How did we do that?” they would often say. The pleasure it brought to their faces ran only second to our kids' on Christmas morning. I’ll miss a lot that we considered normal for all those years but what was truly far from normal in the outside world. Most of all, I will miss my second family - the crew that was diehard reliable and crazy creative.
Oh yeah, there is a sit-com here waiting to be written!
Just Add Water was a once-in-a-lifetime company, and I am so grateful to have been a part of it from the very beginning!
I love you all and thank you for making Just Add Water the fun and creative place it was. I look forward to the next chapter.
Perhaps there is an opportunity to create something special…. again:)
God Bless!
Enrico Madonna
VP/ Editor /Creative Director
Just Add Water, INC
