Video Production in the UK

UK Video production is synonymous with high quality output. As a brand the UK is a highly desirable place to shoot video content. Video production companies in the UK have the reputation and capabilities to deliver the highest standards in commercial video production. Workflows and working practices are revered the world over when it comes to video production, animation and VFX. Our Manchester and London offices are often approached by international clients looking to utilise some of the UK’s finest video production capabilities.

Why Choose a UK Video Production Company?

Why would an international client needing a high-end TV commercial or animation choose to collaborate with a video production company in the UK? Be that Manchester, London or anywhere else in the UK. They certainly don’t choose to shoot a video production in the UK because of the weather. It’s not the sort of destination for the guaranteed sun on the beach kind of commercial shoot. (Although you’d be surprised what can be achieved with an incredible lighting set up and an awesome director of Photography!) Miracles can indeed happen.

Technical Video Production Skills in the UK

One of the reasons international clients choose to unleash the video production skills of the UK’s finest is because of the high level of training our teams and crews have gone through. There is an abundance of top video production houses North and South of the UK. And we like to think we sit amongst the best video production companies around with our award-winning reputation in video advertising.

Freelance Video Production

It’s not just full-service video production companies in the UK that stand out. We have a ridiculously talented pool of freelancers in this country. Name the role and we have thousands of gifted individuals who are world-class; Set designers and script writers to producers, directors, gaffers and every role in-between. This is great for a video production company owner in the UK. It’s a real challenge recruiting the best in-house team but it’s crucial to get the correct blend of skills to ensure every brief and video production is executed to perfection. What makes this smoother and easier is being able to call on so many highly skilled freelancers to plug any gaps and boost production values on our corporate and commercial video productions and animations. It takes many years to build up the best list of go to operators, but once you get there things really come together.

A Can-Do Attitude

I can obviously only speak for the Groundbreak team along with the hundreds of Freelancers that we collaborate with year on year. And my conclusion is that a can-do attitude is the overriding trend. Always making sure a shoot goes to plan. Even when it doesn’t, you can ensure that a project is completed to a good standard,  but sometimes making something even better than originally planned with a positive perspective, hard graft and an exemplary attitude. This is both true in live-action and animation gigs.

Groundbreak Team

I have to specifically mention the Groundbreak team who take this positivity to a whole new level. Hours in the day and days in the week become irrelevant. They just want to create outstanding commercial and corporate videos, animations and visual effects. They are simply oozing with passion.

International Commercial Video Production

An example of this dedication would be the commercial video production work we do with some major firms over the other side of the Atlantic. Due to the time zone differences we often have conference calls with our US clients late into the night UK time. Nobody ever grumbles or complains when we’re working on these commercials. They appreciate the importance of communication to ensure the best possible video production process, and end product. One of our Midwest clients once quipped,

“Video production in the UK never sleeps”

And that is true. We’re always planning the next shoot.

Commercial Video Locations in The UK

Another significant draw to create a video production in the UK is the endless picturesque filming locations. We are blessed with a glorious landscape for the perfect shot. We have breath-taking countryside across the land. There’s also the advantage of being an island, so we are surrounded by a calming and beautiful coastline. Simply put, the UK is a stunning location and this shows in our video productions.

Ease of Access

The UK is only a small island. This makes it very easy to travel around. This is ideal when shooting at multiple locations. We have great infrastructure and roads too, so getting around is straight forward and relatively quick. The UK is very easy to get to from most places in the world due to the many airports and daily flights so once we have all gotten past these dark times then hopefully things will get back to being relatively normal later in the year. We look forward to welcoming our international clients once again.

UK Film Tax Relief

Video Production in the UK has a tax relief which is a great incentive for co-production partners oversees. This tax relief helps in a monetary sense in the collaboration with a UK video production company. This certainly helps video production UK to thrive in a financial sense.

Video Production Restrictions

In many countries around the world there are filming restrictions. We do have red tape here in the UK, but it’s only a small amount, and the team at Groundbreak have never had many problems. However, in some countries getting permission to shoot a corporate video can be highly problematic, unlike here in the UK. In fact, in certain countries it can be dangerous to turn up at a location with a video production crew. Whether or not the location has been agreed in advance. I truly believe we are fortunate in the world of video production in the UK because of this. You only notice how good we have it when shooting overseas in certain countries.

At Groundbreak we’re at the heart of the video production UK industry. We love collaborating with our clients and peers overseas when they decide they want to come and shoot on our glorious island. Long may it continue.

If you are outside of the UK and looking for a video production company to collaborate with in the UK, then we’d be happy to help. If you’re a UK-based business or co-production partner, please do get in touch if you’re looking to create something special on your next video production project.

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Choosing a Video Agency in Manchester For Best ROI

Our Manchester video agency clients often ask, “What type of commercial or corporate video content do we need to deliver the best return on investment?” This is a common discussion in our video agency’s brainstorm room in Manchester. It is one thing to devise and create the perfect commercial or animation video. However, it’s a totally different thing to launch a video on the correct platform, at the perfect time to ensure the targeted end user watches and engages with it. At Groundbreak we are a video agency that always considers the bigger picture. It’s not only about creating outstanding and engaging corporate videos and animations. It is also about affecting the correct audience at the right time. This could be live action, visual effects or animation. It doesn’t matter what type of video as long as the results are what you hoped for.

What Are The Benefits of Corporate Video?

There are many benefits to having a corporate or commercial video. Be it live action or animation. Our long-term repeat clients can testify this. Year on year we create video content for our clients to reap the rewards of a well thought out video marketing strategy. They also get an awesome video to be proud of! You might want to create a video for the products that you sell. Maybe a video to show who you are as a brand and what your story is. It could be an explainer animation to showcase how a process or product works. Maybe it is simply a high-end commercial that literally wows the viewer, holds their attention and is ingrained in their mind forever.

Manchester Video Agency

Whatever type of video, you’ll need a quality video agency like ours in Manchester. We can help you conceptualise your video content and advise and action a strategy with you.

Use Video To Evoke An Emotional Response

Whatever corporate or commercial video production you are thinking about for your business, it is important to consider how you want the audience to feel.  This applies both when they are watching the video and the feeling they get long after they’ve finished. Is an emotive theme important to emotionally impact the end user or is it all about facts and information? It could be something that is visually stunning which connects with the viewer by saying ‘everything we do is high quality with great attention to detail’. Maybe a combination of all of the above?

Whatever you decide it is always best to try and tell a story if possible. This isn’t always viable, but it is more often than not even in a subtle way. This is a great technique to engage and relate with the viewer in a powerful way. Moreover, it makes the video content more interesting and engaging.

Corporate Video Strategy

Your corporate video strategy is something you should consider before you commission a video. Our video agency in Manchester can help you with this. We understand the importance of how and when you show your video to the world. Often numerous versions are created for slightly different audiences and different online and broadcast channels.

An example of this would be a thirty second TV commercial that is broadcast on a particular channel at a specific time because that is the most likely way of making the right impression on the right person. There may then be cut down versions for social media and different versions in different languages across the world. Maybe an amended version for your website or a more bespoke ad created for Sky adsmart (or similar) to really home in on your preferred audience. There are many routes to your desired target audience, and these are just some examples.

Full Service Video Agency

At Groundbreak we see ourselves as a full-service video agency with roots in Manchester and London. We offer our creative services for development and idea shaping along with strategising the way in which the video will be used and viewed. Once everyone is happy with the concept and overall plan of attack, we then organise logistics and produce the commercial or corporate video. If it is an animation or VFX gig we handle the entire project until delivery. If it’s a live action video, we script, storyboard and shoot the commercial and handle all postproduction. We do the lot.

It is worth mentioning that if you already have a script/storyboard or strategy then we are a video agency that’s more than happy to execute the storyboard and deliver the content in whatever format you require.

Client Collaboration

Another important factor with our video agency in Manchester is the collaboration with our clients. It is crucial to us that anyone we work with on a video production is part of a collaborative process. Essentially our clients can be as involved as they want to be. Whatever best suits you along the video production journey. If you want to simply leave us to it then that’s fine. We are definitely well versed in the video production process. However, if you’d like to be involved at every stage that is great too. After all it is your video and its absolutely fundamental that you are not only happy with the final video but also the whole process along the way.

If you have a brief and want to collaborate with one of the best and fun loving video agencies around then please give us a call or drop us an email and we’d be happy to help.

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Running a Corporate Video Production Company

As a corporate video production company director, I feel fortunate that I ended up in the creative industry here in Manchester. In particular the video production and animation work here at Groundbreak. Being surrounded by the creative minds in our Manchester studio truly inspires me. Obviously currently I’m home alone which isn’t particularly inspiring. However, as I look through all of our video projects over the last year it brings a sense of pride and nostalgia. With a quick flick through our video portfolio I can easily relive our exhilarating video production shoots in Manchester and around the world that we’ve been fortunate to be a part of. I also remember some fantastic idea-shaping sessions for large animation and VFX gigs that had the entire team desperate to have their input in the storyboard. Being part of a corporate video production company guarantees unique days, experiences, and in our case, lots of laughs too.

Corporate Video Production

The Corporate side of video production was always something I was interested in. I love a challenge and I believe that corporate video production is exactly that. Trying to bring a business, product or culture to life through a video and ensuring the brief is nailed often has its restrictions and complications. It’s our job is to create original and engaging video content no matter what obstacles are in the way. Ensuring key messaging is subtle yet on brand is an art form. The aim is for for the end user/customer to understand and relate to the brand/contributors. It’s a powerful business tool.

Production Budget

Budget is an interesting one. I would prefer to know the budget from the start so we can push the production values as far as possible. That way I know exactly what is or isn’t realistically achievable and maybe a nudge towards the type of production- whether that be live action or animation. An engaging video can be created whatever the budget, but maybe the route would need to be adjusted. Our job as one of the best corporate video production companies in Manchester means we have to figure out the best way to execute the brief with the available resources.

Corporate Video Production for Online, Social Media, or TV?

As a corporate video production company that also operates as an animation studio, I’m often asked by clients ‘which type of video do we need?’ Will a live action, VFX, animation or maybe a hybrid get the most traction and best results? This is the million-dollar question and there is no definitive answer. First of all, we need to analyse our clients target audience. This is how we understand what makes them tick and how best to engage with them. Once we have an understanding of this, we can consider the best output platforms. Will it be online, social media, or TV? Maybe all three at different times to have the most impact with altered versions and assets.

It’s fundamentally important to not only understand your client but also their customers because that is who you have to build a subliminal rapport with. When creating a corporate video production, you are always aiming to affect a specific audience to inspire them and hope they take a particular positive action. It could be to purchase a product with a product demo video. Maybe it is to help them understand a process with an animated explainer video. It could even be to highlight a working culture in a  recruitment video. There are endless types of corporate videos and they are used in an ever-evolving way.

Video Production Style

Once we’ve figured out what platform the corporate video is going to be aired on, the next task of the production is to determine the most suitable style of video. If the corporate video is an emotive piece about a business’s culture and ethos, then maybe live action is the preferred route. This is because live action more often than not appears to be more genuine and sincere. It’s that human connection and emotion. No fancy visual effects or animation characters to hide behind. A message delivered by people to people. I’m not suggesting it is impossible to create an animation with true sincerity, but I do believe it is a much easier sell if there is that human touch that someone can relate to on screen.

Animation or Live Action?

Maybe your client is looking for something incredibly eye catching and informational at the same time. Something truly creative and absorbing that delivers lots of information quickly. In this instance an animation could be perfect. Or potentially live action laced with motion graphics to get extra messaging across quickly or to hammer home specific information. It’s not unusual to go down the hybrid route. It’s really all about creating the most effective video for the end user irrespective of style.

Collaboration

The most important part of the process of a corporate video production company is collaboration. To ensure everyone is on the same page at all times is critical. This means that your client understands why you are suggesting certain things. And the reason they would work as opposed to others. Moreover, the collaboration is crucial because your client will know their customers better than you will. They will undoubtably have statistics and ideas of their own. So implementing them into your overall video production strategy will ensure the best outcome.

Enjoy What You Do

Finally, it’s got to be enjoyable. Working in one of the best corporate video production companies in Manchester has taught me how important it is to enjoy what you’re doing. A fun working environment is a must. Yes, this is important for your clients so that they get a positive vibe. More importantly though your team of creatives who produce the corporate videos will undoubtably create better videos if they are enjoying what they do. And enjoying life often goes hand in hand with a happy work environment.

If you’re looking for a corporate video production company to collaborate with on your next live action, animation or VFX gig then please do get in touch.

 

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Animation

Why do we find animation so memorable? Animation is a video art form that captivates us from our earliest memories. It caters to an innate appetite for visually pleasing stories within us all. A modern revision of ancient tableau; illustrations sketch out the bones of a tale and our imagination fleshes out the rest.  Animation is also perhaps more aptly compared to the antiquarian art form of puppetry, moving models given voice to tell their tale. I recognise the wonder on my daughter’s face as she stands watching a blockbuster Hollywood animation. It’s one that I correlate within my adult life with my own expression on first seeing Vietnamese water puppetry. Accompanied by a visible and magnificent orchestra the puppets played out scene after scene of melodrama and farcical comedy that, while surreal, was lent an impressive pathos and drama by the indelible presence of incredible human skill beyond the stage curtain. And that for me is what maintains the sense of wonder of animation in adulthood. More than the unnaturally vivid palette, the rich music, the anticipation of the unexpected, the truly original story telling for me is the appreciation of the skilled craftspeople executing an awe-inspiring craft.

Animation – Technical and Artistic

An animation whether a feature film, commercial or a promotional video sees a great deal of technical skill meet artistic skill to create a piece of work that could not exist without both. This can be a great source of wonder, particularly with a VFX sequence, as we watch and consider “how did they do that?” With live-action film we can more easily reckon how moments are achieved. How did that car flip over? Presumably they flipped the car over. How did that kung-fu fighter jump on to that tree? Wirework. How did she time that wry smile so perfectly? She’s a skilled actress who embodied a character within a moment and let her subsequent impulses deliver a performance. Or more likely someone shouted a cue for her to do that smile, then repeatedly told her “bigger” or “smaller” or “split the difference” until one looked ok and they cut it in later. Either way it’s easily reasoned if you set your mind to it and this reasoning can allow for some loss of the magic of film. With animation there are so many forms and techniques that create films, in their entirety, from nothing that the magic of the execution remains strong for those of the audience who are not animators.

Unlimited Capabilities

There is also a purity to animation. The limitless capabilities for an animation company to tell a story means that the imagined and the realised can very easily be in harmony in a way that the limitations of live-action filming can sometimes stifle or at least compromise. The character you write does not need to be played by an actor who looks quite a lot like what you imagined. It is the very character that you imagined, right down to the tiniest detail. The shot that you envisioned reaches the screen, changed only by your whims and decisions, not by how well your location scout or DoP or colourist executed it. Animation is a medium in which control is concentrated.

Animation Teams

One animator, or animation team, can be artistically and technically responsible for every movement of every character. Every object and every camera move in the entire animation is by design. Not just how and when they move but what they are and what they look like to begin with. Not only is that wry smile perfectly timed but the whole character was entirely created by the same person/people who timed that smile. They also timed the pulling away of the train that she was smiling out of. And designed the train itself. They designed and gave motion to every other person on that train and the trees passing by through the far window. Guess who designed the camera move that frames a man who looks back at her pleadingly as the train pulls away? They created him and his pleading look as well.

Animation Agency Vs Live Action

In live-action this scene would be the work of actors, production designers, wardrobe supervisors, makeup artists, directors, assistant directors, DoPs, camera assistants, lighting technicians and countless other people. All of these creative and technical roles can be concentrated to a small team or one individual and their animation technique. Naturally this brings a wealth of creative and technical control that ensures a definitive and recognisable style throughout the film. In my mind this must be part of the enduring allure of animation. Animations are necessarily more likely to be an entirely stylised work of art with a signature look and feel than live-action pieces are. Art cannot be wrong, it either resonates with an audience or it does not. Arguably, the more concentrated and focused the execution of the art is, the more it will resonate when it does find its audience. That resonance between artist and audience is where magic lives.

There are many forms of animation, and each has different principles, skills and techniques that are applied to create truly magical video. Each technique is an art form of its own with innumerable styles and applications in the world of marketing and commercials.

Traditional Hand – Drawn Animation (2D Cel)

There is a certain charm to traditional hand drawn 2d animation. The static backgrounds, the stuttering movement and the looping of talking mouths are features that drag me back to childhood and transfix me to this day. While it may seem a laborious process to hand-draw and colour each frame, that process obviously has fewer restrictions as to what one can create. You don’t need a team of people pulling together the necessary elements and technical specifications to capture your story. You just need a pencil. This is the true charm of 2d hand-drawn animation, it is absolutely an skill that lends itself to the auteur.

Pure Form Animation

Traditional 2D hand-drawn animation is a video production method that allows the creator to produce a film exactly how it is in their head. Without ever having to source, collate or shoot any of the actual component parts. It is a very pure form of film with no creative compromise whatsoever. As long as the hand can draw what the mind can see.

The animator will have likely been working from a storyboard with a Director. But the animator physically produces each frame by hand. There is a raw directness to that process that is very captivating. There is a sense of craftsmanship that is present in all types of animation, but it feels artisan or even folksy in hand-drawn animation. It feels like the mother language of the medium of animation. The form from which all others are derived.

Animating Each Frame By Hand

In 2D hand-drawn animation the animator draws each frame by hand. This is not quite as labour-intensive as it may seem. Each drawing is held for 2 frames. This already halves the workload in comparison to what one would imagine it to be. Another early advancement that saved aching hands across the globe was drawing animations using cels. Cels are the name of clear acetate sheets the initial hand-drawn animations are transferred to before being coloured. Another use for cels is creating physical drawn layers that can be stacked to create the composite image of the animation. This is a huge time saver. You can draw a cel background of a shot and as long as the shot is static that background never has to be re-drawn for each new frame. You could draw a cel of an outer space background. That cel can be the bottom most layer of each new frame composition until the camera angle or scene changes. All you’d have to re-draw is anything that is moving in the scene.

Production Values

If you have two astronauts holding their position in mid-air while one talks to the other. All you would have to re-draw for each new frame is the moving mouth of the talker. Obviously moving facial expressions, a shooting star, gesticulations would lift the production value of the animation. But this demonstrates how layering 2D cels works to more efficiently create animations. As anyone who has taken English exams can tell you, anything that minimises hand cramp is a very welcome technological advancement.

3D Animation (CGI computer animation)

The animation form that we are all most accustomed to in contemporary cinema comes from a technological advancement that made animation not only more efficient but much more powerful in terms of what can be created. With 3D CGI animation an animator can create a digital model of a character or object and use this to create scenes digitally, rather than draw every frame.

An Animated Character

A 3D character is modelled to create a digital sculpture of the character or object. This can then be animated to create any motion without having to create the character or object again. After modelling, the animator will rig the character. This is creating a digital rig of points in its design that dictate what can be moved on the character and how it will move in relation to the other points of the rig. It is essentially a skeleton and the points are the joints.

Keyframes

The animator will pose the character to create a frame within the sequence. The animator can then use keyframes to move the character further along in the pose or movement and the animation software can digitally create the motion between the two points. Imagine placing a car on a road. Then move ahead in the sequence and place the car where you’d like it to be at that point, the software can digitally create the movement of the car between the two points and you have an animation of a car moving along the street, from A to B.

Different Type of Craft

This may sound like creating a 3D animation is all too easy. Particularly in comparison to hand-drawn 2D animation, but it is no lesser of a craft, just different. Consider the car that we’ve just animated to move along the street. In the example I’ve described only the image of the car has moved, wholesale, along the road. However, in reality we need a lot more to happen. To begin with the obvious, we need its wheels to spin.

So, the wheels need a rig of their own so they can be moved independently. The animator now needs to set a starting point for the wheels at the same starting point as the car. They also need to design the spinning motion of the wheels and set an end point for the motion, the same as the end point of the car. That all seems relatively straightforward (I know it doesn’t) but the computer-generated motion will only create one fluid motion between the start point and the end point. Cars don’t work like that.

Frame by Frame

Your car moves off with a little jerking motion. Depending on how kind you are to your clutch, and it gathers pace. It then decelerates smoothly to a halt. So, the animator then needs to manipulate the computer-generated motion at each frame. Aiming to create a realistic trajectory of motion rather than a smooth and constant pace. As this is already becoming a lot more complex than one might have imagined we should now consider that there may be a character driving the car, tapping their hands on the steering wheel, a traffic light goes from green to red via amber before the car stops, a bird flies by, the trees in the background shiver in the breeze and all of this might be happening as the camera passes from the side of the car and rotates around the back of it. It takes a skilled animation agency to create such a complex scene.

Drawn From Scratch

In a 2-D hand-drawn animation every composition is drawn anew. The animator can see where the bird was in the previous image and decide where to move it along to within the next image. In 3D CGI the animation is happening within the world of the animation. There is no blank page once the layers of the scene are created. Rather than drawing the next image the animator is designing characters, objects and their motion then fine tuning until the motion between frames is just right. I’m sure there are just as many achy hands as before, if not more.

3D Animation Models

Another additional consideration in 3D animation is that once the 3D models are created and placed in a scene the entire 3D model remains within that scene. Even when we can only see a portion of it.

If our car is driving down the road in a profile view, we can only see the side of it. But the whole model is present. The animator must be aware of the entire model even when it is not in view. This also means that with the camera rotation I described earlier the animator would design the motion of the objects and then subsequently create the motion of the “camera” to rotate around the models which will have been present all along without being seen.

This is a direct contrast to 2D animation where the animator would have to move each object along its projected route of motion a little each frame but also draw from an incrementally new angle of perspective to create the rotation.

Animated Elements in Live Action Footage and Digital 2D

3D CGI animation can also be used to insert 3D animated elements or characters into live action footage. The lines are further blurred as digital animation can be used to create 2D animations. With similar modelling and rigging techniques to create motion as 3D CGI. Most adult cartoon comedies are digital 2D animation. The technique used to create 2D digital animation allows for the creation of computer-generated motion in the same way as the 3D CGI animation described above and also allows for hand drawn elements to be incorporated also. In the simplest terms the key difference between 2D animation and 3D is the exact difference that you would most readily expect. 3D animation purveys an image that appears to have 3 dimensions, height, width and depth whereas 2D animation has 2 dimensions, height and width.

 Motion Graphics, Animated Logos, Typography

You will see animation a lot more than you think. It is used in most forms of video production. Almost every commercial, corporate, promo video you watch will have some animation. Most films will begin with a series of animations. You might not even notice that you’re watching animation but many of the same animation principles I’ve mentioned above are being put to use in some form or another in almost everything you watch – in the form of Motion Graphics.

Moving Logos

Using the principles of designing elements – shapes or words and their movement, short animated sequences make up the moving logos that you see on screen as well as any moving text that you see.

Motion Graphics at its core is the art of animating images, shapes and text to create video. As well as creating animated logos or typography to lay over other video forms. Motion Graphics is often used to create videos wholesale. A lot of explainer videos or presentation videos are entirely motion graphics. It is a simple and clear form of animation that allows information to be visually represented in interesting, abstract and engaging ways.

 Stop Motion Animation

Perhaps the most complete combination of all of the above forms of animation and the skills and techniques applied for each, is contemporary stop-motion animation. There are many forms of stop-motion animation, but the principles are largely the same. Frames are created in live action model form and captured in camera. The frames are then played back in sequence to create video.

Characters

Stop motion characters are literally and physically modelled in the same way that 3D CGI animations are, only in reality. The characters and objects are built around a skeletal structure to allow them to be moved and positioned for each frame. In much the same way rigging is digitally constructed in 3D CGI animation but once again it is a real and physical build that is placed on a real and physical set rather than digital.

The models are moved physically by hand for each frame which gives the hands-on artisan feel of the 2D hand drawn animation. Every element of the scene that is in motion must be physically moved for each frame. In the same way using cel animation with acetate layers works in 2D. However, in this instance these changes are made within the physical 3D world of the animation rather than with a blank frame each time like in 3D CGI animation.

Anything is Possible

The key difference between stop-motion animation and other forms is the reason why it is most like creating a live-action video production. The elements of the production must be physically acquired and created. Teams of producers, designers, modellers, riggers and many other crew members of wildly varying titular skills work together to design, construct and gather all of the elements of each shot and put it in front of a camera. Just like anything is possible that can be drawn with 2D animation and anything is possible that can be digitally designed in CGI animation, with stop-motion anything is possible that can be physically created, rigged and put in front of a camera.

When you combine the illustration and hands-on craftsmanship of 2D animation to create puppets and rigs, use the digital speed and computer processing power of 3D animation in post-production and the physical, in camera, live action of stop-motion then there truly is absolutely no limit to what can be created.

Having drawn back the curtain a little to allow us to have a more advantageous starting point when considering “how did they do that?” the next time you see an incredible piece of animation I feel that no magic will have been lost whatsoever. Understanding the craft of animation a little more should only stir further awe not dampen it. Gaining an understanding of the craft of animation is akin to taking a look inside a mechanical watch. A thing of simplicity with a base function that we understand so deeply as to take it for granted becomes complex and mesmerising when its workings are revealed. Truer still would be to say that animated film is an intoxicatingly impressive craft that becomes more impressive still when we see the intricate workings and loving labour that produces it.

See examples of our animated videos here