We’re on the cusp of a new era in media and entertainment. Traditional production methods are strained by soaring demand for high quality content and the constant pressure of accelerated timelines. Teams are often working in silos, with data and technology sometimes being more of a barrier than an enabler for better collaboration. New technologies and new approaches—from AI and connected data to open standards—can help by automating and simplifying mundane, tedious, and error-prone tasks, so artists can focus on being creative.
These AU Theater talks feature trailblazers in the fields of animation and VFX that have embraced new technologies while celebrating the creative spirit that drives them. They explore the relationship between people, technology, and the art they create, and show how embracing and strengthening that relationship can help us to reach—and move beyond—the next frontier of film and TV
From “That’s Never Been Done” to Delivery
Constraints necessarily limit creative possibilities—but they’re also a primary driver of innovation in the creative industries. This insight, shared by David Lawson, creative director at The Mill, and Jocelyn Birsch, who runs the experience team at The Mill, can help us fundamentally reframe the challenges and opportunities that come with groundbreaking projects. Lawson shares three key principles that are crucial when tackling creative projects: ensuring the creative is exciting, understanding the client's broader goal, and effectively communicating the direction and intention. Birsch emphasizes the need to tackle projects piece by piece and aligning creativity with new possibilities. Birsch and Lawson both urge professionals to remember these principles when approaching pioneering projects—things that have “never been done before”—and they emphasize that technology only becomes truly meaningful in the hands of creators.
Artists and Technology in Harmony
How can we strike a balance between creativity and innovation in the entertainment industry? Chay Carter, head of creative content and brand partnerships at Artists Equity, and Hansjeet Duggal, the company’s head of visual effects, champion the idea of valuing and investing in people while recognizing the transformative role of technology. Carter advocates for a paradigm where artists are empowered with ownership and responsibility, fostering a more productive and supportive environment. Duggal showcases historical examples of the successful fusion between human imagination and technology, emphasizing the importance of human emotion in crafting compelling visual effects. They both underscore the need for harmony between artists and the tools they use, arguing that this balance not only increases the quality of entertainment but also cultivates a sense of community and diversity within the industry.
Art as a Driver for Technology
Innovation and art can naturally challenge and inspire one other in a continuous cycle. Drawing from his work at Mikros Animation, Gaspard Roche discusses the studio's experiences with adapting the 2D show SpongeBob SquarePants into a 3D animated feature. The team had to develop new techniques and push their technologies to capture the unique identity and extreme poses of the characters. Roche then discusses their work on Teenage Mutant Ninja Turtles: Mutant Mayhem, where they collaborated to create a unique sketch-like style, which led to the development of multiple types of lines, a new shader for tone mapping, and their own motion blur effect. These projects exemplify how creative intentions drive technological advancements, and in turn, these advancements inspire new creative possibilities.
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