Objective

The card went to every associate of DigitalCity at Teesside University, a network of the region's digital businesses, which is to say an audience of people who make this kind of thing for a living.

That raises the bar rather than lowering it. A seasonal animation sent to animators is judged on craft, and the audio is where a small production most often gives itself away.

Creative response

Foley and effects across the piece. Foley is the performed detail, the sound of things being touched, moved and set down, recorded and cut to picture rather than pulled from a library.

In a short animation it is the entire difference between images moving and objects existing, and it is the layer an audience of practitioners notices.

Results

Loday Gonpo, Creative Director

The card is still online.

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