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24 July 2017

Aardman and Independent assemble.

by Andrew MacGregor

 
 

Aardman Animation and Independent Films look to bridge the gap between live action and animation with their new joint venture.

As the industry pursues memorable results with ever-tightening budgets, the two companies believe their one-stop shop approach will entice brands and agencies alike.


Heather Wright, Executive Producer and Head of Partner Content at Aardman, says: "Increasingly we have noticed that agencies are working on projects with a need for live action performances and animation and looking for creative and financial solutions outside the big post-production company model."


How do you achieve a brilliant idea on paper when you donít necessarily have all the resources that you would want?

 


The two outfits have accordingly gone all in with their respective talent pools. Independent's diverse roster is on board, while the Bristol studio provide both animation and post-production nous. One point of contact will handle incoming queries.


Independent's Managing Director Jani Guest hopes thIs united front will produce dynamic results: "Big ideas generated by agencies can often lead to a mismatch with what the brand is willing to do in practice.

"How do you achieve a brilliant idea on paper when you don't necessarily have all the resources that you would want to have to do that?"

By combining forces, Aardman and Independent are confident more of these ideas will become reality. Keep your eyes peeled for the first wave.


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