POETRY IN MOTION Animator Angela Yu’s Compelling Vision

Angela_Yu_credit_courtesy_Angela_Yu
Animator Angela Yu: “I love telling stories carrying a message that matters to people.” (photo courtesy of Angela Yu).

With a dazzling visual style, an acute eye for design and a keen ability to overcome unexpected challenges, animator-art director Angela Yu’s boundless technical capacity and artistic creativity are remarkable. Moreover, she has an innate knack for approaching projects with a transformative originality that frequently redefines and improves upon the initially proposed concept.

Yu’s spent her entire life preparing for this, going all the way back to her childhood in Bejing, China. Yu became fascinated by comics, anime and manga books at an early age, covertly defying her parents’ strict bedtime rule to read them by flashlight under her blanket. “I always loved to draw and became obsessed with beautiful things and I wanted to know how to create things like that,” Yu said. “Manga books were my earliest inspiration for drawing—I’d doodle the characters all over my text books. I also loved watching animation, especially Japanese anime—“Dragon Ball” and “Sailor Moon.” I still watch anime these days, such as “One Piece.”

“I grew up in a very traditional family in China, and though I dreamed of being a Manga artist or animator as a kid, I never thought I’d have a chance to do it in reality—because for all my life I had made decisions based on whether or not they would impress my parents,” Yu said. “But when I was 22, I came to America and was studying at Michigan State University, just as my parents planned. This gave me a chance to view my culture from a distance, with a different perspective, and it gave me the space to think independently and the courage to pursue what I really wanted for my own life.”

Once that decision was made, Yu, with an MA in advertising from MSU, did not hesitate. “I studied Motion Graphic Design at the Ex’pression College for Digital Arts. Since I graduated, I’ve worked at studios and agencies such as Goodby Silverstein and Partners, Oddfellows, First person. And I worked on projects for clients like Google, Yahoo, Cisco, Comcase, NBA, Motorola, GE, Adobe.”

“I love telling stories carrying a message that matters to people. It needs to be meaningful. It can be either an artistic short film or a commercial project. As long as I feel what I am creating has a purpose, I find it fulfilling,” Yu said. “It’s all about how strongly I believe in the message I work on, even on a branding video for a digital product. If I believe the message in the video will make a difference to the brand, to people who work for the brand, then I enjoy what I am doing.”

Once Yu brings her talent to bear, the results are impressive. The ability to enhance and elevate has been a hallmark of her career; if Yu is brought in to consult, she’ll envision something that takes the entire project to a higher level; when Yu finishes a task, it often assumes a life of its own, garnering more notice and appreciation than anyone expected, whether a promotional film or a rock music video.

As Dorry Levine, Digital Media Strategist at ReThink Media, describes her: “Angela was easy to work with, very accessible, met every deadline, was flexible with our ever-changing requests, and turned out a phenomenal project that people are still talking about. The video she animated for us was even covered by the New York Times. I’d work with her again in a heartbeat!”

Yu’s artistic vision is a marvel in its own right. Her gorgeous animated short, “This is California,” is a perfect example of the animator’s rich aesthetic. With stunning visual design and flawless animation, it depicts some of the Golden State’s most iconic spots in an arresting, irresistible form that earned Yu the Best Animation award for 2015 at the IndieFEST Film Festival.

Yu’s already impressive roster of successful jobs with some of the world’s biggest companies underscores both her illimitable potential and singular gift for expanding the parameters of any design or animation undertaking. “Angela is the type of person that makes the seasoned artist step up their game, while also reminding everyone what that fire looked like when they first started,” said Mike Landry, Creative Director at Goodby, Silverstein & Partners.

Most importantly, Yu loves what she does: “I see animation as music written in pixels. I don’t play music very well, but I am fortunate to find animation as the medium to express my creativity,” Yu said. “To this day today, I still enjoy spending the whole afternoon nerding out a motion curve in the graphic editor. It is a very ‘zen’ feeling. I enjoy my craft, and I never stop creating original content. I want to keep developing myself as a better animator and designer.”

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