Wednesday 15 December 2010

Task One... Who Am I, Who Are They?

Possible client groups that use Graphic Design, that I am interested in:

- Music industry - Promotion, Cover Art.
- Public health- Campaigns.
- Entertainment - Cinema, DVD, Idents, Advertisements, Title Sequences
- Fashion - Branding, Magazines, Promotion.
- Retail - Branding.
- Technology- Branding, Apps (iPhone).

- Photography is an area I have a keen interest in, that covers all of the above.

I have no idea, still, of what area I want to focus in on, but for the purpose of the task I will choose the music industry...
Through research I have found that most of the cover art jobs in the music industry are for freelancers, who are picked to come in and work with the others.

What skills I have and how they relate to the needs of your client group?

- Idea generation - to build any concept for a project, a confident generation of ideas is essential.

- Keen interest and knowledge of the music industry - this is obviously vital to have knowledge of past and current music genres, artists etc.

- Ability to work in a team - producing TV adverts requires a team of professionals to produce a piece of work, e.g. sound engineers... and in contrast producing cover art, the designer may be required to work to the needs of the artist.

- Continuously growing knowledge of Adobe software; Photoshop, Illustrator, InDesign, After Effects.

What skills are needed and what skills do I want to develop?

- A sound knowledge of video editing, animation and sound - I have a very limited and basic knowledge of animation, but I plan to develop this further as I am very interested in this area of Graphic Design.

What are my professional/creative aims and how do they relate to the needs of the client group?

- A good foundation of knowledge in design for screen, with knowledge to be applied from designing for print, so I am not too restricted.

-To become a well established designer, known for reliability and high quality, which will make me more appealing to clients.

- To transfer the passion I have on to others - behind any good graphics requires a passion in that subject matter to effectively pass on the message to the target audience.

MPC...

"MPC (The Moving Picture Company) leads the world in post production and visual effects for the Feature Film, Advertising, Digital and Television industries. MPC is based in Soho - London, Santa Monica - CA and Yale town - Vancouver. The facilities are centrally located, networked and have a dedicated digital infrastructure.

MPC Digital takes traditional VFX to the plethora of new Advertising channels available today; whether banner ads for internet websites to special projects such as code driven LED installations, the team can advise on how to re-use content created for traditional media in today’s world; or indeed start something from scratch…"

I would love to be part of their team, they create some of the best adverts out there, and win some well deserved awards too. One of my favourite adverts that they were a part of is the Cadbury, Gorilla's Moment.



The 90 second spot was the first chapter of a series of Cadbury commercials, and in this one it featured a gorilla effortlessly but passionately playing the drum solo in Phil Collin's 'In The Air Tonight'.

Another fantastic advert is the Evian, Skating Babies commercial, which won a Gold Award at the London International Awards '09 and also got into the Guiness Book of World Records for being the most watched viral.

Monday 13 December 2010

Company: Pixar

With my new brief on Motion Graphics and Animation, and my new interest in this area of digital media I decided to investigate the careers in this line of work. I then began researching Pixar, which I realise I have no hope of becoming an animator for this company due to my lack of drawing skills, but I am still interested to know what a job in this area entails. The interview pasted on my Design Context blog from an animator at Pixar helped inform some of my curiosities, but I dug deeper and searched the FAQs on the website...

What animation software do you use and what do you recommend for those hoping to work for a company like Pixar?

Pixar uses its own proprietary software built and maintained in-house. In general, we look for broad artistic and technical skills, rather than the ability to run one package over another. We concentrate on finding people with breadth, depth, communication skills and the ability to collaborate. If you have those attributes, we can teach you the specific tools.

What do you look for in animators?

One of the most common questions Pixar receives nowadays is, “How can I become an Animator at Pixar?” There’s really no good answer that’s both short and useful, so we’ve put together some information to hopefully provide guidance for people who dream of being involved in the animation process at Pixar.

Pixar places the technology of computer graphics firmly at the service of the art of animation, not the other way around. This priority is expressed clearly in Pixar’s production process, in which the Animators specialize in animation, with virtually all technical concerns handled by Technical Directors.

The implication of this structure and this value system is what Pixar looks for first and foremost in Animators – we want you to be able to bring the character to life, independent of medium. Computer-graphic technical prowess is of course important, but the emphasis is not as strong within the Animation Department. The reality is that computer graphic animators have no advantage over pen-and-ink animators, clay animators, stop-motion animators, etc. So while it’s preferable for someone to have 3D knowledge, it’s not paramount. In fact 3/4 of the Animators on Toy Story were new to computers when hired.

A common question is, “What software should I learn?” The answer is implied by the above: “Software doesn’t matter; learning to animate matters.” Still, you might expect that learning the software that Pixar uses would give you a leg up. However, even this isn’t true: Pixar uses its own proprietary software. Your knowledge of basic animation fundamentals is the foundation for your computer training, not the other way around.

What are the qualities of a good Animator? A Pixar Animator should be able to bring life to any object or character, showing the character’s internal thoughts and feelings through its physical external motion. To do this, the Animator must be a good actor. His or her work should communicate clearly, containing simple ideas with which an audience can empathize. The animation should be entertaining to watch, employing good timing and relying on individualized, believable characters to put forth humor and emotion.

The Animator also needs an understanding of physical motion. Knowledge of weight, balance, overlap, texture, and form should be evident in the work. In fact, in evaluating a prospective Animator, Pixar relies very heavily on the demo reel presented by the candidate.

You could say that three things are important in pitching yourself to Pixar (the reel, the reel, and the reel). Other factors will of course come into play, including collaborative spirit, timeliness, compatibility with Pixar itself; but these issues never even come up unless the reel passes muster.

Of course, the more a reel shows the qualities discussed here, the better.

We want to see your ability to demonstrate a strong sense of acting, more so than movement. Reels that show fast moving space ships, etc. are difficult to judge because we're not able to get a sense of someone’s ability to understand physics and the fundamentals of animation. We would much rather see a simple story line with strong acting. We’re interested in your animation ability – not your ability to model, shade and light.

Acting is the key element and then we review reels to get a sense of weight, timing, staging, physics, etc. People frequently ask if they should include a flatwork portfolio demonstrating their life drawing skills. While this is nice, it doesn’t give us a sense of your ability to animate a character and bring something to life.

There are at least three other issues that can help make the reel a more effective reflection of the person behind it.

First, it can be very difficult to figure out who did what in a collaboration or group project, and correspondingly difficult to evaluate the work, unless there are clearly describable divisions of labor (see item #6 in “Putting Together a Reel”).

Second, it should express what you want to do. The freedom of being in school encourages experimentation and going beyond what you would normally try. However, unless the result shows what you want to do in the “real” world, this tendency does make it harder to see who you “really” are.

Third, realize that whizzy technology is not great art. There’s something about three-dimensional computer graphics that dazzles people until they get lost in achieving this one ray-traced effect, or adding just one more texture map. When you finally wake up and get back to the content, there’s no time left for great animation.

Good animation is clearly visible through almost any technical limitation. In fact, the thrill of great animation is seeing pencil lines or matchsticks and glue come to life; why would it be any different with a computer.

Or, as we never tire of saying: Computers don’t animate. People do.

And in an effort to hit you with even more information, below are some quotes from our Directing and Supervising Animators about what they like to see in reels:

"I'd rather see 15 seconds of amazing animation than 3 looooooooooong minutes of an unwatchable film. Those 3 minutes can feel like an eternity if everything isn't perfect."

"You’re applying for Animation? Well--show me good animation! Show me acting. Show me thinking. Show me a character that is alive. I don't care about lighting, modeling, shading, particle effects, or how clever you are. Blow me away with something I've never seen. An original character with a distinct personality!"

"Do you draw? Are you a good designer? That's great! Make sure it's in your computer animation as well!"

"Animation. Computer. Drawn. Stop Motion. Sand under glass. If your reel kicks arse, we may hire you regardless of the medium. We don't want to see only computer stuff."

"Keep your reel short n' sweet. We watch a lot of these things in reel review so if there's weird, older, not-so-good stuff at the beginning we might pull the tape out before your great stuff! We don't need to see where you came from--we need to know how good you are right now. Edit down to your best stuff."

" The classic animators were inspired by real life and all of the other films around them. And so are we. We're not looking to hire Animation Nerds. We want people who draw from their own other experiences, from live action, and yes, from the Old Masters!"

After reading this, I am now realising, at this present moment in time, I have no hope whatsoever... However, I will keep practising my drawing, and work hard at this brief... Maybe one day...

What kind of internships do you offer?

Pixar offers internships in Animation, Technical Direction, Production Management, Story, Marketing, Engineering and Editorial.

Hope is not lost!!

What are the qualifications to be considered for an internship?

If you are interested in a Technical Director Internship, you must be currently in college working towards your Bachelors, Masters or PhD Degree and returning to school following your internship at Pixar.

For all other internship opportunities you must be in or have completed at least your Junior year of college, be a graduate student, or have graduated the year the internship commences.

International students who are able to show work eligibility in the U.S. can apply. We do not provide internship opportunities for high school students.

What kind of opportunities do you offer recent graduates?

We have a new program titled Technical Director Resident. This position is similar to a Technical Director position, but specifically designed for recent graduates. To be eligible for a Technical Director Residency at Pixar, you must be a new graduate from a Bachelor’s, Master’s or PhD Program at the start of the residency. The goals of the program are to provide new graduates the opportunity to apply their academic training and knowledge to a real job at Pixar. Residents will work on Pixar’s films and will have the opportunity to build their skills and learn from our creative and talented workforce. All technical “Residents” will receive ongoing mentorship and training throughout their time at Pixar. The residency is a twelve-month program. Residents will be evaluated during their term and may be considered for ongoing employment, dependent on overall performance and Studio needs. Recent graduates interested in being a Technical Director are also welcome to apply for a regular full time position with Pixar. The Technical Director Resident position is just a great way to start off your career.

If you are a recent graduate interested in other positions at Pixar, please feel free to apply for a full time position or an internship. Positions will be posted on our website when they are available.

Friday 10 December 2010

Company: Mainframe

This is a UK based company with offices in London and Manchester, voted one of the top 50 studios to work for in the November 2010 issue of Computer Arts. They're main specialties are motion graphics, VFX and animation.

Their founder, Adam, has been invited to be a judge at the D&AD 2011 awards for the TV and Cinema Communications category.

Here is a link to two of their show reels, in Quicktime, otherwise I would have uploaded them to the blog:

I believe they did the cool effects on the woman in this Courteeners video for 'You Did It Doll':




I would love to be a part of something like this! The effects are brilliant, and I love the camera angles used to emphasise the depth of the debris.