Animation is everywhere at the moment!
From CGI films like Pixar's Up to the traditional approach of Sylvain Chomet in The Illusionist there appears to be an ongoing and increasing demand for animation in all it's forms.
TV advertising is also following suit. Different types of animation are being used to sell us anything from from insurance to pints (see below).
The enduring strength of animation which comes through in all of these examples is its ability to create a mood or convey a message in a way that's perhaps more heightened or exagerated than through live action. As techniques for digital animation get more sophisticated, the ways in which this can be achieved become ever more diverse.
I'm interested in how stylised animation (whatever the technique) can be used to convey a message more effectively than a different medium would, and specifically in using CGI to do this. Hopefully, this new understanding coupled with specific CGI technical skills, will allow me to join the growing ranks of people already working to bring the unique potential of animation to fields as diverse as games, commercials, broadcast and feature films.
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