In October 2012, STUDIO and The Loop gave four Australian artists the chance to bring their ideas for a STUDIO brandspot to life on national television.
Thom Fraser won the Create STUDIO competition with this amazing stop-motion glass animation commercial. Here, he tell us a bit of the story behind the project.
How did you come across the ‘Create STUDIO’ competition?
I’d just recently created a Loop profile. I think the Create STUDIO competition was one of the first notifications I received.
How did the concept for your brandspot come about? Did you spend a long time brainstorming or did you have an instinct for what you wanted to create quite immediately?
I’ve always wanted to create a piece of work that demonstrates the process of animation, probably because as animators we feel the audience may not be aware of the life force sapping process involved in creating a few seconds of footage! The Create STUDIO brief emphasised highlighting the artist at work, so it seemed like a potentially great marriage.
Why did you choose this particular approach to the brief? What is your creative background?
Although it was an idea I’d had for some time prior to looking at the brief, I really made an effort to make it work for the STUDIO identity (which I researched before addressing the brief) and the other constraints of the brief. It certainly became more about capturing the STUDIO brand rather than me having a whinge as an animator! I’ve worked for a diverse bunch of clients so that’s taught me the importance of presuming nothing and interpreting a brief with a fresh perspective each time. I guess I think a good response to a brief requires a balance of creativity and consideration for the client’s needs.
How did it compare/contrast to the other finalist’s entries?
I thought all the concepts of the other finalists were fantastic, and when Warren (the project’s producer) first described them to me I could immediately see them all working perfectly as a STUDIO brand spot. The exciting thing was seeing how the concepts were realised. They turned out very different to each other, which is also great for the STUDIO brand, but strong concepts tie them together and make the pieces work as a set.
What was it like working with STUDIO to make your vision a reality?
When I first pitched my idea I didn’t really think STUDIO would be interested because of the logistics involved in creating 30 seconds of animation in such a short time. However it became clear that for them “concept” came first, so they were happy to get on board for the hectic ride.
How did you achieve the final brand spot? What techniques did you use?
Once the space was set up, (which was a huge factor in determining the success of this particular project) it was just me animating in a dark basement. I didn’t have to do much with the edit, as with animation all the shots are usually refined before the shoot starts. The technique is called “paint on glass” animation. There’s some amazing paint on glass animation out there, Google it! I normally describe it as stop motion animation, but instead of using more familiar materials, such as, clay or plasticine, the animator moves paint around on a glass pane.
Did you face any challenges along the way?
Many. Too many to go into, but I guess the biggest one was the studio getting burgled with a day of shooting to go! They stole cameras, lenses, a laptop and a bunch of other equipment, but kindly left the computer and backup hard drive with all my footage on it, so thanks guys.
Have you ever worked on a television project before?
I’ve done some animation for television projects before, but certainly not in a capacity where my work is the focus of the project.
What has your career path been up until now?
I actually studied Industrial Design at Uni, but I’ve spent the last 5 or so years working as a freelance designer/illustrator/animator. More recently I’ve tried to bring a bit more focus into what I do. I’ve decided I’d rather do a couple of things well than be average at everything.
Who and what inspires you?
That’s a tough one. I don’t think about things like that until someone asks me! Great ideas inspire me. As I get older I seem to be more inspired by people who have mastered their craft, where you can see all the years, refinement and skill in the beauty of their work.
How will you spend your $10,000 prize money?
Most of it was spent in Sydney on Wednesday night after the announcement party! I guess I’ll spend the remainder paying off my credit card… In all seriousness that money is great. There is some equipment I’d love to get, which I can now. It’s also just nice to have a financial buffer for a change.
We look forward to seeing more of your animation and illustration work on The Loop.
Thanks, it’s been a great opportunity working with Warren and the team at SBS!
