Understand first. Then choose the production method.
Motion, CGI, generative production and post. Which of them a project uses is decided by the problem, not the tool.
How the work gets made
Understand the thing
The first job is not animation. It is understanding the product, system, research, process or technology well enough to know what the audience actually needs to understand.
Show what can’t be filmed
Internal mechanisms, microscopic processes, technical systems, products, simulations, and concepts that do not physically exist yet. Opsydia and Panasonic are both built this way.
Make the idea move
Not software operation. Motion is the craft used to explain, structure, launch and simplify, and to give a brand a way of moving that holds across everything it appears in.
Expand what’s possible
Generative AI widens what can be explored, visualised and produced. It is not the whole process. When a model reaches its limit the work moves into CGI, motion, compositing, edit and post, instead of stopping at whatever the model returned.
Finish it properly
Outputs, renders and assets still have to become finished communication: cut, graded, mixed, versioned and delivered. That is the difference between generating material and delivering work.
Hybrid production
One idea. Whatever production method it needs.
The difference is not having six capabilities. It is being able to move between them without losing the idea.
How I work
Senior level, hands on from brief to delivery. Small and direct by design: you work with me, not an account manager. I also design and build AI systems, which is the same job in a different medium. Work out what has to be understood, then build the thing that makes it clear.