We recently chatted with Matthew Stanners, MD at Bearded Fellows; Jonny Ashworth, CD & Founder at Mighty Giant and Stuart O’Donnell MD at Boardwalk Studio. We discussed technology, collaboration, talent and of course AI.
When we asked Matthew how things had changed for the sector in the last 5 years, he reminded us just what a competitive space it is, and that “there are now more than 16,000 companies producing creative video and animation across the UK.” Mighty Giant’s Creative Director, Jonny Ashworth recognised the growth and evolution as a state of play that has “become more democratic”, going on to describe that “with the remote working world, small studios can quickly scale”. Stuart O’Donnell, MD at Boardwalk Studio also observed that as we return to a post-pandemic state, “things have been returning this year with more companies seeing the benefit of physical live events”.
Technology and the Creative Sector
Technology is playing an increasingly important role in the sector, with AI being a significant development. However, our industry insiders emphasise that AI is just one facet of the diverse technologies and methodologies they employ. They believe that businesses that can deliver something different and cohesive will stand out in the crowd.
O’Donnell confirmed early in our interview that “the AI revolution is upon us… and has to be embraced”. As Ashworth put it: “more and more people will join the race, however the distinction will come from those that can deliver something different, and something that is cohesive. You can see a lot of AI generated content looks great, but it doesn’t hold together in message or narrative. You can pick up a chisel, but it doesn’t make you a carpenter.”
Bearded Fellows are currently excited by a project for which they “are writing the story and creative from scratch as well as bringing together various animation techniques, such as Frame by Frame, 2D animation, 3D animation, and motion graphics with varied illustrative styles.”
Photo by Jakob Owens on Unsplash
The Importance of Collaboration, Longevity, and Deep Partnerships
Our interviewees also stressed the importance of collaboration, longevity, and deep partnerships, both with clients and within their industry niches. They highlighted the benefits of long-term creative involvement with companies, rather than just one-off projects.
Ashworth recognised a piece of work for a manufacturing client they are working to “help the company move forward in a radical way, and prepare them for the next stage of growth… it’s a great collaboration”. Stanners described his hopes for the coming 5 years as including a realisation from more clients that they’ll benefit from giving more space to “collaboration and long-term creative involvement with companies. Rather than just the one-off projects.” In thinking about the work, he talked about “VR and AR becoming outputs and tools that video and animation companies are going to have to bring to the toolbox.” And O’Donnell seconded this with a remark about future talent: “the next generation should be aware of how to use technology to deliver creative outputs and ride the AI wave”.
Advice for Emerging Creative Talent
As you would expect, as a leading industry recruiter, our minds are focused on how we support emerging creative talent to break into the industry, and our contributors were well placed to give some advice. They emphasised the importance of continuous learning, ambition, and self-belief. They also encouraged crafting tailored portfolios, networking actively, and finding the right niche within the industry.
O’Donnell starts us off with a message to keep learning: “remain ambitious and have belief in yourself. There are multiple opportunities out there and there’s no such thing as failure. Everything is a learning curve and we grow continually from our experiences.” And Jonny Ashworth urged: “Be bolder. It’s easy to sometimes follow the crowd, and to take the (creatively) sensible route, because the job and the money dictates it. But all those I’ve looked up to have stayed true to themselves and found their passion and let the work come to them. It’s easier said than done though, hence why those that manage it are the ones who become famous for it.” With a note on portfolios, Matthew Stanners suggests: “Work on your portfolio, get out there and meet people. Make your portfolio specific to the job you want or are applying for. Keep going and find the role within the industry you want to be a part of.”
The Value of Diverse Inspirations
Our interviewees also highlighted the value of diverse inspirations. They believe that embracing change, fostering creativity, and nurturing talent are pivotal for future success in the creative sector. Businesses that can embrace technology, collaborate effectively, and nurture talent are well-positioned to succeed in the future.
Head to www.creativeresource.co.uk for more resources and inspiration.
With thanks to our contributors:
Matthew Stanners, Managing Director at Bearded Fellows.
Bearded Fellows deliver creativity with purpose. They take clients on an inspiring creative journey, realizing their brands burning ambitions through compelling video and animation.
Jonny Ashworth, Creative Director & Founder at Mighty Giant.
Mighty Giant are an animation & motion design studio who like to create magical pieces of motion for agencies and brands.
Stuart O’Donnell, Managing Director at Boardwalk Studio.
Boardwalk are a multi disciplined motion graphics and video production studio. They work with agencies and brands to create a range of moving content.