Artistry Unleashed: Inside an Animated Video Company
25 May 2023 Video production tips and best practices

Artistry Unleashed: Inside an Animated Video Company

Explore the fascinating science behind animation. Discover how art and technology intertwine, turning ideas into vivid, relatable characters in animated videos.

If you've ever sat, spellbound, as Simba ascends Pride Rock or marvelled at the detailed landscapes of "Spirited Away," you've felt the magic that an animated video company can conjure.

But beneath that magic, there's a science. Animation is a complex interplay of art and technology, where ideas transform into beloved characters that inhabit fantastic worlds. Let's delve into this fascinating process of bringing characters to life.

Concept & Design

The first step to animation is concept and design. The process often begins with storyboards—a series of rough sketches outlining the key action points in a scene. This is where the story begins to take shape. Concept artists develop the characters, environments, and props that will inhabit the world of animation. This stage is crucial as it lays the foundation for the visual aesthetic of the project.


After the concept and design stage comes modelling. This is the point at which our characters begin to gain dimensions. Using software like Blender, Maya, or 3D Studio Max, digital sculptors create a 3D model of the character, providing it with a physical form that can be manipulated on screen. This phase is similar to sculpting a figure out of clay, but instead, it's done on a computer.


Rigging is the next step in the process. Just as puppeteers use strings to make a puppet move, animators use a virtual skeleton, or "rig," to manipulate their digital models. The rig defines how a character can move, with joints at all the key points, such as knees, elbows, and the neck. This stage is critical for making the characters move realistically or to fit a particular artistic style.


Next is the animation stage, where characters truly come to life. Here, the animator manipulates the character frame by frame, capturing a series of poses. Each frame represents a tiny increment of time, and when these frames are played back at speed, the character appears to move. This is the heart of animation, the illusion of life. This process can be manual (keyframing) or automated (motion capture), but either way, it requires an intimate understanding of physics, anatomy, and acting to bring characters to life in a convincing way.

Texturing & Lighting

Texturing and lighting are the final steps. Texturing involves giving surfaces a certain look, be it the soft fuzz of a teddy bear or the shiny metal of a robot. Good textures bring a level of realism to the characters and make them more relatable. On the other hand, lighting sets the mood of the scene, enhances the depth, and highlights important elements. It's an art in itself and contributes significantly to the overall visual storytelling.


Once all of these elements are complete, the scene is rendered. Rendering is the computer process of calculating and producing the final video from all the elements that have been created. It involves combining all the models, animations, textures, and lights, and converting them into a video format that can be watched.


Even after rendering, the work isn't over. Post-production processes such as compositing and visual effects are used to further enhance the animation. Compositing involves layering all the different elements of an animation to create the final image. Meanwhile, visual effects add the finishing touches, like magical sparkles or dramatic explosions.

But what truly breathes life into animated characters is the emotion they convey. A deep understanding of human expression and body language is crucial to creating characters that audiences will relate to and care about. And this is where the magic lies—in the animator's ability to convey joy, sadness, surprise, or determination, with a few skillfully manipulated pixels.

To sum up...

Animation is an intricate blend of art and technology. It requires both creativity and technical expertise. From concept and design to rigging and animation, each stage of the process brings characters a step closer to life.

It's an intricate dance that requires patience, skill, and a deep understanding of both the artistic and technical aspects of the craft. So, the next time you watch an animated movie, spare a thought for the scientific marvel that makes magic possible.

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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