Wednesday, 2 February 2011

Easy CG, Lemon Squeezy... Selecting the right agency to create creative CG illustrations

So, your design project’s moving along nicely and now you need to commission some CG work. As you will know all too well, there are an infinite number of different factors that come into play when selecting a company to use: budget, reputation, personality, location, turnaround times, and the list goes on…

But there are certain qualities that transcend the above and really separate a great CG house from an average one, regardless of size. Here are our hot tips on what to look for when selecting an agency to work with:

1) Do they ask a lot of questions?
To get a full picture of your needs and provide you with the best solution possible, you should be answering a lot of questions. Who is the target audience? What is the purpose of the illustration or animation? How does the product fit in with other marketing material? What are the required final deliverables? From this analysis a detailed brief and initial concepts can be produced. These may include boards to demonstrate the mood and pace of an animation, ideas on look and feel and descriptions of how the illustration/animation and cameras will tell the story. This initial stage provides the backbone to the whole production process.

2) Are they research hungry?
Do they undertake as much research as humanly possible in the available time? Are they knowledgeable about the project, your organisation, its target audience? In addition they should always be digging into new styles, history, art, film, advertising, editing. This research, no matter how abstract it may seem, can, and does, influence CG work in a great way. Research should not be restricted to a project, but be part of a CG Artist’s daily routine.

3) Are they experimental?
Do you see them experimenting with composition, story telling, treatment, edits, and colour palette? In this game, it’s critical to always try new things, push the boundaries and never rely on old, tried and tested routines which can quickly become stale. If the work is not constantly evolving, then you aren’t getting the best possible results for your design projects.

4) Do they collaborate?
It’s key to collaborate with people as much as possible, whether that is within in-house teams or by working with other experts outside of the company. Are they working with artists, photographers, musicians, film makers and editors? That’s how to deliver really incredible work for clients!

If the answers to the questions above are yes, congratulations - you've found yourself a top agency! If any of the answers are no, or you're not sure - give us a call on +44 (0)20 7426 2080 today to see how we can help you get the very best CG illustration and animation to represent your projects.

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