4. Aardman case study

Job Roles:

Animator- An animator is an artist who creates multiple images, known as frames, that give an illusion of movement called animation when displayed in rapid sequence. Animators can work in a variety of fields including film, television, and video games.

Story board artists- A storyboard artist is able to visualize any stories using quick sketches on paper at any moment. Quick pencil drawings and marker renderings are two of the most common traditional techniques.

Layout artist- A layout artist deals with the structure and layout of images and text in a pleasing format. This can include magazine work,brochures, flyers, books, CD booklets, posters, and similar formats. 

CGI animators- CGI animators are responsible for generating animated images by using computer graphics.

Characters/ props/ sets:

Characters- The process starts as a director comes through from creatives department with 2d designs and from this the  model makers sculpt and mould a 3d Maquette or prototype, usually in plasticene. This is then modified, adapted and fine-tuned. The sculptors then use this maquette to make a mould and cast pieces in different materials to create the puppet that can be animated.


Aardman do not build sets or props, with the exception of immediate props like hats or suitcases the sets and props are usually built by specialist local companies. 

Aardman Commercials


Change for life commercial: This advert was made using clay characters, props and sets. It was filmed using stop motion animation; like the rest of Aardmans work. The reason the commercial is animated is because it fits the corporate identity theory for Aardman, It appeals to both young and the older target audience and thirdly because the characters do things in the commercial that human couldn't do such as bending their bodies into letters. 













Vimto Vimtoad commercial: This commercial was filmed using both real life people and an animated character. The background is also real rather than animated. The animated character adds fun and appeals to the younger target audience. 












Maynards discovery patch commercials: This commercial is completely animated including, characters, props and the set. The characters in this commercial are animated hedgehogs which appeal to both the older target audience and younger audience because they are cute and cuddly.