The definition of animation is “a dynamic medium in which images or objects are manipulated to appear as moving images”. And sometimes I see work that matches exactly that sentiment. And that drives me mad. A great animator does so much more than “make an image or object move”. A great animator uses their skill to take a story and enrich it. If animating something doesn’t improve it then why bother?
At the end of the day, I see the role of animation in exactly the same way a copywriter or graphic designer would see their tools – as a means by which they can create a story that is meaningful, impactful and resonates with the audience.
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