Wednesday, March 15, 2017

An Animated View: Trends, Challenges & Women in Animation

Significant Trends Affecting Animation Today

I loved the recent Oscar-nominated film Ma Vie de Courgette (My Life as Zucchini). The film marks two significant trends. First, in terms of technique, it’s a great example of the return to a more handcrafted approach—in this case, beautifully designed stop-motion directed by Claude Barras. There is a bit of a backlash against realism-driven CGI animation currently. This film, however, shows that character and emotion can be even more potent with simply animated tactile characters and gently paced storytelling.

In terms of content, My Life as Zucchini manages to deal with a range of challengingly sensitive issues for children in a relatable, humorous, emotional way. Barras worked with Celine Sciamma, the French director of Girlhood, to adapt the screenplay from the original novel by Gilles Paris. The collaboration marks a brave step away from preconceptions about what constitutes a successful animated feature for a family audience. Ultimately, it is a film that understands its audience and does not patronize them. I’m hoping this marks a trend toward more diverse and thought-provoking subject matter for children’s content.


Women in Animation

Women have been involved in animation—particularly in independent animation—right from its inception. Lotte Reiniger and Claire Parker are key examples here. And of course, over time, women working in animation have adapted their practice to and evolved with the changing opportunities and challenges of the medium.

At Aardman, I work with women in all capacities. We have brilliant directors, producers, sound designers, VFX artists, designers, model makers, execs, writers and animators. Looking outside of Aardman and across the industry, I think that women access all areas—but there are also areas that would benefit from more female representation, particularly lead creative roles and in technology. That said, I do feel this is slowly improving.

The Commercial Directing Conundrum

In the U.K., I believe the split between male and female students in animation degree courses is roughly 50/50. However, something is still going wrong in the industry because there are so few female animation directors. I read that in the last decade of major US–released animated features, only one out of 93 was directed solely by a woman (Kung Fu Panda, directed by Jennifer Yuh).


A recent Women in Film and TV study found that from 2015 to 2016, women made up only 26% of creators, directors, writers, producers, executive producers, editors and directors of photography working on broadcast network, cable and streaming programs. It’s not just animation—film as a whole, and especially comedy, is a male-dominated field. Misguided preconceptions about women not being able to direct comedy or fantasy are still quoted from major studios in the industry. This worrying reluctance to encourage women directing comedy/animation is easily proved wrong by directors such as Joanna Quinn, Rebecca Sugar or Michaela Pavlatova. Personally, I would love to see a major feature directed by Quinn. And I have to wonder, would she have already been given that opportunity if she were a man?




Tuesday, January 17, 2017

How to Focus and Get Better Clients This Year



That’s something I hear a lot from creative professionals who feel like they’re all over the place, because they are!

Are you too? If so, one thing I can tell you from almost 30 years of experience advising creative professionals: when you focus, you get better clients. Is that something you want in 2017?

Well read on, because this is the second in a series of posts that will give you the simple formula and tools to find your focus and make it easier for better clients to find you.

Each post in this series goes into detail about a different strategy you can easily implement today. (Read Post #1 here.)

This “formula” is also the schedule of topics for the Get Better Clients Bootcamp, May 2, 2017 in Chicago, a half day intensive hosted by HOW Design Live and presented by Marketing Mentor. (Details here: http://bit.ly/GetBetterClientsBootcamp)

Here’s the first step: Step 1: Decide Where to Focus.

Focus is the key to success, no matter how you define success, whether it means having fewer clients paying more money or just getting better projects with higher quality people.

Focusing is the way to get there. You may resist the idea or maybe you embrace it but just don’t know where to focus.

Start with 2 points of focus:

Focus on what is different about you and convey that in all your messaging.
Then focus on the market to whom that one thing is important, essential, will make a difference to them – that’s your market.
There are many different — and often creative — ways to focus on a market. Here are 10 to consider:


  1. Vertical
  2. Horizontal
  3. Vertical + Horizontal
  4. Technology
  5. Umbrella idea
  6. Related industries
  7. “We understand your customer”
  8. The way you work
  9. Company size/need
  10. Issue-driven