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This talk was interesting as it was centered about how to pitch for your projects. the speaker noted good reasons for always continuing to work on personal projects and learn new software if the industry is always changing.
one of his personal projects he noted working on as a child was a project about a story of a group of friends that had special needs, and he mentions how he continually designed different 2d characters throughout his life, and always tries to be inclusive and respectful.
He mentioned how many creators, when starting off projects, benefit from having a planned structure called a proof of concept and pilot. Somewhere similar to how it's useful to plan a previs or an animatic or moodboard or character sheet before trying to bring the idea to life.
He mentioned an enlightening observation about his experience when working on a project where this production team was unfamiliar with the life in east London, and he felt annoyed how creators may sometimes dull down their representations of groups of people from fearing the risk of offending them. He feels this can skew the real-life representations of the characters and how he helped work on creating characters that fit the setting much better.
Studio AKA - Philip Hunt
studioaka.co.uk. (n.d.). STUDIO AKA -. [online] Available at: https://studioaka.co.uk/.
This talk was a longer talk which happened in another building.
Philip gave insight into keeping in tune with other softwares and how he feels Maya may actually be on the way out in the industry. And learning softwares such as Procreate, Blender, and Unreal Engine are still just as useful.
he gave information on AI and how it will eventually just be a tool and its already here to stay so staying aware of its uses is vital.
Philip taked about how Studio AKA originally started off in adverstising working for clients, understanding how to efficiently convey a variety of ideas within animation, but later transitioned to a more of an independent creative company managing more of their own media and projects. This seems to be a trend for a few studios who have come in and done talks for us, Such as DNEG.
Some of their known productions are Hey Duggie and Jo Jo in the Stars.
I managed to get feedback on my previs animation this time. He said previs-wise its very good. He mentioned potential extra polish on the exit shot where she's leaving the room, as she looks like she could be sneaking from the timing of the movements. I felt this was great advice if I was to continue this project for a better previs readability, but also bring it closer towards a polished animation. He also mentioned making sure to reanalyze and check that it fits the 12 principles of animation to a good degree.
I have started to improve on my previs from before and will make these changes to consider if the previs is of high enough quality to be put in my showreel. Below I show I changed my rig so she wasn't so low to the ground, making her seem quicker as she leaves.
tutorials and researching for my phase 1 previs
Over the semester i cam come across very useful variety of tools/workflows/techniques that are commonly used within previs. One of them is the camera sequencer. Riggers and modelers may not need to invest in learning the camera sequencer or other aspects such as the Maya Studio Pose Library, as they wont provide much benefit in that specialism, but these tools both seem extremely useful for animating and arranging animations and cameras throughout a given sequence in previs. One of the most useful tutorials I used for understanding the camera sequencer was from a very well-presented tutorial video from Skitty Animates.
Skitty Animates (2020). HOW TO USE MAYA’S CAMERA SEQUENCER - Maya Tutorial. [online] YouTube. Available at: https://www.youtube.com/watch?v=MUSnfJBmA8g [Accessed 31 Mar. 2025].
Some extra research points related to my current mocap previs in unreal
Mocap advancements
Wonder Dynamics. (n.d.). Wonder Dynamics. [online] Available at: https://wonderdynamics.com/.
After collecting first hand research in the field of mocap and AI years ago with Wonder Dynamics software while at my college course and year one at Ravensbourne. being chosen to take part of the beta period where we were given access to a new video-based motion tracking software, Wonder Studio, which allows users to easily record themselves and track the motion onto a model in a 3d software. i thought this was revolutionary at the time and would allow personal digital creators to become much more involved and intimate with their projects in ways aside from just sitting at a desk.
I took a stand back from AI in my projects for a while after as it was getting some shade thrown at it and i wanted to learn a more manual approach. But recently I have noticed the first-hand impact of having lots of recorded mocap at your disposal for a new use: previs.
By collaging assets together efficiently and using premade mocap assets from the community online this has widened my view and knowledge and understanding of the practical applications of such tools, aside from just personal projects. the almost 2,500 mocap actions on Mixamo and within Rokoko studio have shown very useful at producing fast game style cinematics utilising a range of movements given by the community. I talk more about my knowledge and new first hand research about mocap with Unreal Engine on my development page.
Movie research
Extra first hand research in this area comes from analyzing different media online, such as Severance, a tv show about people who live split lives, separating work from everything else. This show displays the efficient use of mocap, which shows beneficial in this case as they wanted the main actor to be replicated in a stylized 3D dream-like animation. They found that by using mocap with the actual main character of the show - the recreated version of him, that by moving in the same fashion as the actual main actor, making it suit and mimic him even more, but still have some small uncanny valley touches, fitting this style well in this dream like world that he's in. This shows not only the effective choice of who does the mocap, may it be suited for different heights, but this also shows the limitations of my current mocap experimenting workflow I'm using with Unreal Engine, and may give me more reason to jump back and stay in tune with Wonder Studio, as mentioned before, possibly giving the opportunity to record someone else now who would have fit my Unreal Engine characters bodyshape and height better, as characters with different bodyshapes and styles actually move around differently. By me using standard mocap from mixamo- albeit with the small tweaks of speeds and actions they provide- I still may lack the accuracy of my mocap recording from not having the right body build type of my 3D character used in the mocap project.
Here is a video from Chomp Studio on YouTube, that talks about how the title sequence was made in more detail, and they state at 1:07 - "The main characters' moves are actually Oliver's moves."
Apple TV (2025). Severance — Opening Title Sequence: Season 2 | Apple TV+. [online] YouTube. Available at: https://www.youtube.com/watch?v=uKT5bwMkOAw.
Chomp Studio (2023). Animation Behind the ‘Severance’ Intro Title Sequence | Behind the Title. [online] YouTube. Available at: https://www.youtube.com/watch?v=QJm7e7uwq9w.
This session was a bit of a unique one.
we usually have speakers who come in to tell us how it works in the industry and talk about differnt studios and roles.
but we didnt have much in person, watching the proffesionals work, and what their practical workflows are in the moment.
to see how a high level 3d animator goes about their routine of setting up their project and scene, and bringing real reference into maya and how to adjust it with the proper timings to add more expression or impact. To help us understand hius workflow he took us through a personal project of him animating a lion getting up and walking. he showed all the way through from gathering references to polishing and framing the animation. he did this by jumping through different saves of the project so it didnt bore us to much and just get to the useful bits.
Although the class felt they knew these principles that were being demonstrated already, i felt it was good oppotunity to see the practical steps each animator takes, incase we may pick up some beneficial tips.
I asked questions such as querying why he does not use autokey and also why he priorotises uses a digital pen and not a mouse- which many others do not. he stated that he doesnt like autokey because he has to remmeber to set an initial keyframe at the start of every control, but he acknoledged that once getting into the habit of doing such every project in the long run it may still help. and stated that he uses a pen because he was starting to get wrist strain with a mouse, which i have heard from others who use a mouse for their work. it would be beneficial for me to consider trying differnt method to help reduce my wrist strain for future if i start experiencing RSI or wrist pain.
it also goes to show that staying up to date in the current options of maya and its tools to offer.
I mentioned on the first year of me learning Maya that it was like working in the graph editor is a lot like working in the Matrix and how during this speak he also mentioned he found the same. I went on to ask him a question about whether he uses the motion path in his software as their surely more like a 3D version of working in this "matrix software" but on his version of maya he experiences bad bugginess with motion paths, which i found better luck when upgrading to maya 2025 when i tried it. staying up to date and making use of the tools available provide better chances at efficiency gains when working.
He mentioned how useful the "[" and "]" or "," and "." keys are in maya and when learned how to jump to and from keyframes quikcer it really helps save time rather than sliding your mouse to the next keyframe on the timeline everytime you want to jump to the next pose. i found this resonated with me greatly as i have put together a macro keypad with dials that allows me a very efficient way of scrolling through the timeline, in a very similar way to how DJ's scroll the timeline of their tracks with their wheels.
He mentioned tips such as organising panels and windows within maya. This one i already have mastered as i use multiple monitors to help with all the maya windows, but he went on to talk about how maya doesnt let you bring video into it easily for reference so he reccomended a good tool called KeyframeMP which can easily sync up to you timeline and work as a wondows video player, i feel i will likely purchase this plugin as i use references a lot.
Ollie gave me useful tips on areas that could do with improvement.
He drew my attention to areas like the belly which had enough forward motion when he shifts his weight, but could do with some extra twist, as his arm moves with it slightly too. this leads to a more realistic impact with the feel of follow through.
He also gave me tips in this area where my characters neck doesnt really follow the line of action in the body, which lessens the impact and full body force hes trying to put into the point.
Or framing in general. he said the impactful moment was at the end and the audience should feel the ending thrust more, the camera should be framed accordingly.
Incorporating and making these changes created a much more appealing animation with more defined actions and readability.
I have gone back into my showreel this week and updated these modifications and will update my home page with the improved showreel.
Blinkink.co.uk. (2024). Homepage | Blinkink | London Production Studio. [online] Available at: https://www.blinkink.co.uk/.
I really liked this trip, Understanding how a more freelance based studio navigates it operations and structures its projects was very enlightening and down to earth.
we started off being split into two groups and our group was first toured around the facility into the differnt floors and levels which was nice, it was like walking up into a cosy mansion.
They have worked alongside major labels such as:
coldplay
burberry
prada
They even worked on a project for the Paris Paralympics.
The environment looked cosy and also elegant and homely. but also very active and busy. There was many games spread out and a playstation in the lobby area, circled above.
it seemed like the workers were allowed to customize their workspace to a large degree. Its felt like a calm environment.
I would love to work at a place like this, The desk with lego on it resonates with me greatly. This organisation seems to allow more diversity and personality into the industry and is a fresh breath from the blank gray walls of modern industry places.
They mentioned how Blink is split up into Blink industries and Blink Animation, to help split up the managing and production of projects.
As being the first person to learn unreal engine to help develop towards my specialism in my own time, I was grateful to finally get a dedicated lesson on unreal. as I have encountered many struggles and instances where I would have liked a tutors advice. such as lighting issues and issues with motion blur persistantly being applied between translations even when turned off. After showing my tutor sanjay previously my unreal engine work he mentioned how it is very useful as we will practice unreal soon and this will help me get to grip with this software more. after getting micha to look at my current unreal engine project, he managed to suggest some possible solutions to my lighting issue. he mentioned it is strange but it could be due to how unreal handles motion smoothing on each camera independently and to see if my cameras have any specific settings on them that may be causing the issue.
He mentions how keeping in tune and up to date on different softwares is useful to 3d creators and how he originally was using 3DS MAX but london studios and some of America prioritize Maya so he had to move over to Maya. and now he specialises in Unreal Engine
Our lesson was primarily about layout and camera work in Unreal. we got given a test scene to download, and setup cameras to plan out the best shots for the sequence. The scene and animation sequence was of a old fashioned horse and cart and few people. the driver gets out the cart to go down towards a lake he sees but then he sees something in the water and gets scared. I've managed to set up a few decent camera angles that I felt suit this scene appropriately.
I show this lesson on my development page.
Where he has worked:
Nexus studios
Carphone warehouse
mpc
Double negative
Dneg
Projects he has worked on:
300
The jungle book
Guardians of galaxy
Dr strange
wonder woman
Fast and furious 6
Fantastic beasts and where to find them
Life 2017
Kingsmen
VenomLove death robots
Screenshots from in class lesson
Winder Toby Curtis - industry speaker - Animation and VFX pipeline professional studio workflows
This talk was given online for us to join a teams call and watch.
We were given time to ask questions at the end.
He showed us behind the scenes footage to the show wicked, IT, and many more.
Toby provided great insight into good practices when animation multi-legged creatures for shots. He mentioned how when animating pennywise in IT that the amount of legs on the spider was way to hard to individually animate so they had to break it down into different "layers" or stages such as animating the body first, then animating the legs as secondary actions.
He talks about the importance of developing your own shot workflow. And how many of us probably already have one we just might need to make it more professional to stay afloat in the industry.
Images that Toby provided showing the stages of an studio and animation pipeline.
He talks about the different stages in animation, such as pose to pose, or layered, or a Hybrid of both. And that most people he works with end up doing a hybrid of both. As stated before the layered approach may be useful for multilegged creatures to help focus on certain bodyparts at a time.
He also gave great resources online in where to look to find great reference for animating quadrupedal animals. and also simulating physics and ragdols in rigs. And once again reaffirmed at the end about the importance of adapting to new practices and softwares.
Danielfotheringham.com. (2017). QUAD BLOG BETA | Daniel Fotheringham – Animator. [online] Available at: https://danielfotheringham.com/quad-blog-beta/ [Accessed 10 Mar. 2025].
ragdolldynamics (2024). Download - Learn Ragdoll. [online] Ragdolldynamics.com. Available at: https://learn.ragdolldynamics.com/download/ [Accessed 10 Mar. 2025].
extra tutorials and researching for my previs
After recommendations from industry professionals and my mentor Micha, I explored the Pose Library by watching tutorials on YouTube. While working with the Akali rig and posing her multiple times in a single project, phase 1 - then planning to reuse her for the next WBL task - I realized how essential the Pose Library is for speeding up my workflow. Fortunately, Sir Wade explained it clearly in this very informative YouTube video. He explained it also works on faces poses, not just the usual body poses, which happily surprised me.
www.youtube.com. (n.d.). 400% FASTER Animation with Studio Library. [online] Available at: https://www.youtube.com/watch?v=isIuRfM0u1o [Accessed 17 Dec. 2023].
they talked about their different sectors in the creative field they manage
automotive
episodic
and games
They gave useful interview tips such as
be honest
positive and enthusiastic
don't speak badly of others
be humble and demonstrate and understanding but don't be arrogant
and get there early
they gave tips on what makes a good application and CV
make sure your work is specific to the role you're applying for
be clear about your strength software roles
cover letters aren't really important
the type of project you have worked on the role the duration the type of work the responsibility
always have a link to your portfolio or your CV
they gave tips on what makes a good showreel
put your best work first
1 or 2 primary killer shot or any strong projects you are passionate about
it should be specific to the role you are applying
be clear about contribution to the shots
breakdowns are good for clarity
your first show Real should be no longer than 2 minutes
don't include work directly from tutorials
cut it to music to help with pacing
make use of artstation and LinkedIn
"Don't include work directly from tutorials." This is good advice. I already use many tutorials online and knew already that although it can demonstrate you know the software, it doesn't inherently demonstrate your creativity. Whenever I follow a tutorial, I don't try to follow it exactly the same; I try my own project and use the tutorial as a tool to help elevate my work. It's great to hear that industry advice agrees with this.
they mentioned a great program they have for graduating students called the "level up program" (LUP):
it is for final year graduates and people with less than 2 years industry experience
it is paid full-time permanent position across a variety of disciplines
led by our House of skills and development team, Sam Taylor
it lets you train while you work on live projects
it's 4 days on projects and 1 day training
it's hybrid working. one day you will need to travel for training.
they talked about the culture at their industry
they mentioned how it has a flexible working policy
it's invested in staff development
commitment to diversity and inclusion
employee assistance programme
paid volunteer days
attend several industry events, FMX, develop, etc
regular social events
I found this talk very useful and interesting and feel like I may apply for the level-up program when the chance comes around next year as I am very interested in vfx.
Producer Amy Ashton Graduated in 2014 at UWE
She talk about how it works inside a 2D production studio:
The client wants to sell a product. They approach an agency.
The advertising agency creates idea to sell product for client, like a film, then they approach the production company
The production company pitches the ad with a director and responds to the brief with a treatment on how they'd make the advert.
Amy also states how important animatics are for 2D projects such as this. Saving so much time later from having to redo final shots that weren't well planned.
I can completely agree with this, as I found recently with doing my 2D Pixel Brief challenge that I was quite lost without a proper draft to go by and found my instructions weren't quite clear, and I would have benefitted from an animatic.
She mentions that in her company, she frequently has to consider the aspect ratio of the pieces being created and where the objects of attention should appear on the screen. This reaffirms the consideration of media size as first stated previously with our Nexus Studios industry talk last semester.
Amy states the importance of keeping active and lets us know what to do after we've even wrapped up a job that we have just done work on:
send invoice
update showreel
credit list
contact studios
update portfolio
A new piece of advice that I hadn't heard before was making sure that when you're doing 2D art and painting in colors, you're using the proper hex codes and not the color picker, as compression from sending files can mess with the precise color, ruining the final image in cases.
She mentions what we should or shouldn't do on our Showreel:
DO
Credit yourself & the work clearly & correctly
Keep it concise, no longer than 1min
Put your best foot forward, be selective
Hold attention (snappy edit, complimentary track)
Ask permission before including work
Include your name, role & contact info
Optimise the file so it can be shared & play easily
DON'T
Make it too random
Include unfinished shots (WIPs are fine)
Fuzzy footage
Jarring music
Weird file names like
"SHOWREEL_DONE_FINAL_FINALFINAL.MP4"
she mentioned what we should or shouldn't do on our website:
DO
Keep it simple & complimentary to your work
Make sure it’s easy to navigate
Check links work
Credit yourself & crew correctly
Lead with visuals
Include essential info (email, socials)
Play to your strengths
DON’T
Put form over function
Quantity over quality
Fuzzy images
Post work that doesn’t represent you or what opportunities you want
Amy mentions extra pointers if your website and showreel are already great:
ASK MYSELF
What opportunities am I looking for?
Storyboarding? Animation? Designing?
Does my reel or portfolio align with those roles?
Show examples of relevant work.
Are my website & socials working properly?
Check images & links are working properly.
She mentions how we should be approaching Studios and directors:
DO OUR RESEARCH
Research studios
Look up directors of interest
Follow them (on socials)
Get familiar with their work
Find the email or relevant contact
And how we should come across in emails:
DO
Be personable
Tailor each message to your recipient
Keep it short, sweet & straight to the point
Be patient before following up
BE PROACTIVE
Attend screenings, festivals & events
Network & say hello
Make new contacts
Follow up & check in with your contacts & peers
DON’T
Be overly formal
Take yourself too seriously
Use old or embarrassing emails
Write an essay or your life story*
Amy even goes as far as to show us how we could start off writing an email to a company, which is very insightful.
Her example was something like:
" Hello ___,
My name is ___, and I am a recent graduate of the MA animation course at ___.
I am a big fan of your studio, I recently saw ___, and I love it so much!
I am looking for junior animation positions, either animating or as a clean-up and colour. I used Flash, Photoshop and TV paint, and I can work remotely or in the studio.
You can see my work HERE and my grad film HERE.
Have a great day,
___
Email Signature
NAME
LINKS – Website/Vimeo
LINKS – IG
MOBILE "
She ends the talk with some questions. One of the questions asked about software, to which she stated they primarily use the Adobe Suite at her work, but they sometimes use TVPaint.
But for 3D artists she would even still reccomend c4D and Blender, as she feels they still demonstrate skill, and Blender in particular has recently been used to create one of the world's best animated films - Flow, which won an Oscar.
She also states that she thinks Maya is not keeping up with the times and may also be on the way out in the industry. This resonates with other talks such as Studio AKA - Philip Hunt, previously this semester, where he also agreed that Maya was slowly fading away.
Kirn, P. (2025). How Latvia’s Flow used open source Blender in Oscar animation win - CDM Create Digital Music. [online] CDM Create Digital Music. Available at: https://cdm.link/flow-and-blender/ [Accessed 29 Mar. 2025].
One of the most useful pieces of information that I've got has been this diagram, which shows how different stages are planned according to time and job allocation in industry.
Seeingthat there is an overlay period in areas makes sense, as often there are adjustments of animations that when comped together may need to go back and be tweaked.
As a vegan for 7 years now, I've come across a few beneficial pieces of media and some not so favourable. I will talk about one of the impactful pieces I have found and compare it to another one, which I found not as well constructed for promoting social change.
Kinship.com. (2023). Why You Need to Watch ‘Save Ralph’ Right Now. [online] Available at: https://www.kinship.com/pet-lifestyle/save-ralph-movie.
The short animated film Save Ralph (2021) was created by Humane Society International (HSI)
I feel it serves as a powerful example of how animation can be used to inspire real-world social change.
It was released during a time of growing global concern around animal cruelty, ethical consumerism, and the rise of vegan and cruelty-free lifestyle. The campaign resonated across countries and cultures.
Humane World for Animals. (2022). Save Ralph nominated for best Public Service & Activism video in the 26th annual Webby Awards. [online] Available at: https://www.humaneworld.org/en/news/save-ralph-nominated-best-public-service-activism-video-26th-annual-webby-awards.
The stop-motion piece is about a rabbit called Ralph that was used for cosmetic animal testing. The rabbit was voiced by Taika Waititi.
Ralph explains in a blunt way how he is frequently blinded, burned, and hurt in the name of humans and product safety.
While the visual style might seem charming and playful at first, it builds on an increasingly bleak narrative and forces the viewer to confront the normalized suffering behind everyday beauty products for these animals. This blend of innocent characters and horror was deliberately chosen to engage audiences emotionally with contrast without using graphic violence.
Humane World for Animals. (2022). Humane Society International’s Save Ralph campaign film wins two prestigious Webby Awards. [online] Available at: https://www.humaneworld.org/en/news/humane-society-internationals-save-ralph-campaign-film-wins-two-prestigious-webby-awards [Accessed 25 Mar. 2025].
HSI’s strategy was well planned. They contacted Vero who is a communications consultancy, and they were put in charge of helping HSI amplify the campaign in nine SEA countries: Singapore, Malaysia, Philippines, Indonesia, Vietnam, Thailand, Laos, Cambodia, and Brunei.
Save Ralph was released globally in several languages and featured a cast of celebrity voice actors including Ricky Gervais and Taika Waititi. I thought Taika Waititi was very engaging with his performance in Free Guy, and I’ve always found Ricky Gervais to be relatable and down-to-earth. His past work that I read as a child, called the 'Flanimals' book series, and his show called After Life, shows his effectiveness for turning seemingly strange concepts into engaging content for the audience.
Save Ralph was designed not just as a short film to entertain, but as a shareable campaign with petitions, educational tools, and legal action and big names behind it. The video quickly went viral - garnering over 150 million views online, shared across Instagram, TikTok, and YouTube. Unlike many traditional awareness campaigns, Save Ralph led to tangible change after its release, noted below:
Besa, A. (2021). Save Ralph, Stop Animal Testing. [online] Change.org. Available at: https://www.change.org/p/sephora-save-ralph-stop-animal-testing [Accessed 27 Mar. 2025].
Mexico banned cosmetic animal testing.
Humane World for Animals. (2021). Mexico becomes first country in North America to outlaw animal testing for cosmetics. [online] Available at: https://www.humaneworld.org/en/news/mexico-becomes-first-country-north-america-outlaw-animal-testing-cosmetics.
South Korea, Chile, and Brazil advanced legislation to restrict testing practices.
Vero. (n.d.). How #SaveRalph Raised Awareness of Cosmetics Testing on Animals... [online] Available at: https://vero-asean.com/case-study/how-saveralph-raised-awareness-of-cosmetics-testing-on-animals-in-southeast-asia/.
Cosmetic brands publicly endorsed cruelty-free reform and supported bans in their regions.
Cosmetics & Toiletries. (2021). IBA Responds to 'Save Ralph," Issues Statement Against Animal Testing. [online] Available at: https://www.cosmeticsandtoiletries.com/news/companies/news/21844205/iba-responds-to-save-ralph-issues-statement-against-animal-testing?utm_source=chatgpt.com [Accessed 29 Mar. 2025].
"HSI’s “Save Ralph” film features an all-star international cast including Taika Waititi, Ricky Gervais, Zac Efron, Olivia Munn, Pom Klementieff, Tricia Helfer and others. Within weeks of its April 2021 launch, “Save Ralph” went viral worldwide, with more than 150 million social media views, over 740 million tags on TikTok, and nearly five million signatures on HSI petitions." - from the link below.
This measurable impact shows how strategic animation, strong emotional and well-acted storytelling, and supported by global outreach, can influence both laws and consumer behaviors. The campaign didn’t just preach to vegans, it educated general consumers who had never considered these issues before, raising curiosity and awareness.
As a future content creator, Save Ralph is a model for how I might approach meaningful topics like veganism. It taught me that animation doesn’t have to be extreme to be powerful. It can use soft design, empathy, and character-driven stories to shift public opinion. It also made me think about the power of collaboration - between animators, activists, legal teams, and influencers. Most importantly, it showed that highlighting one clear, focused issue (cosmetic testing) can often have a greater impact than overwhelming audiences with a broad, guilt-based vegan message.
In contrast, many of PETA’s animated campaigns fail to gather the same attraction and produce the same effect. To give an example, they released a Pokémon Black & Blue parody that attempted to criticize animal cruelty using violent, graphic visuals of the popular game characters being abused. However, it was widely mocked and thought offensive to fans of the franchise and a joke. The campaign went viral, but not for the right reasons.
games.peta.org. (n.d.). Pokémon Black and White Parody Game: Pokémon Black and Blue. [online] Available at: https://games.peta.org/pokemon-black-and-white-parody/.
Rather than creating empathy, PETA’s approach this time doesn't resonate with the audiences it was aimed at and alienates them with shock tactics that have unrealistic messaging, or graphic imagery that feels disconnected from the real world. While their intentions may align with those of Save Ralph - to help the animals - their Approaches typically don't have narrative finesse, emotional nuance, or strategic targeting. As a result, I have felt they don't really often create measurable positive change or influence legislation as much as they could do.
Joffe, J. (2019). PETA Uses Pokémon to Communicate Its Values Again. [online] PRNEWS. Available at: https://www.prnewsonline.com/peta-pokemon-brand-values [Accessed 25 Mar. 2025].
The contrast and differences between Save Ralph and PETA’s campaigns make it clear that success in ethical animation comes not just from talking about it and raising awareness but also from how the message is delivered. For me in this case, as a digital creator and developing previs artist, it’s a reminder that having well-planned storytelling, the right tone, and understanding the target audience is critical to success. If I want to address veganism or other urgent social issues through animation, it has to be accessible, grounded in emotional truth, and part of a larger, well-planned campaign and not just something designed to provoke outrage.