Category Archives: Motion Graphics Design

China’s Yihan Xu animates for sold out European concert tour

As an internationally sought-after motion designer, Xu combines her passions of animation and illustration to bring captivating and artistic graphics to various projects all over the world. She specializes in two-dimensional character animation, which involves bringing small characters to life on every project she embarks on. She begins by taking a script or basic description of the character and plays with lines, shapes, and color until she eventually has created an all new being. It is truly magical.

Xu had worked as an animator with many high-profile design and animation studios for countless renowned clients, including Apple, Samsung, T-Mobile, HBO, AirBnB, and more. However, one thing she loves about her job is that in addition to working on television shows, movies, commercials, and videos, she also gets to work on concerts for some of the world’s biggest stars.

Pop music has always been one of my interests. I am a sucker for almost all the mainstream music. I love listening to music and I am usually stuck in one to two hours of traffic every day, so I pass the time by doing car karaoke while driving. It is exciting to get to work with well-known pop stars on their music videos and graphics projects,” she said.

Xu worked with Possible Inc., a leading design company, as one of the lead animators/compositors on the project. She worked closely with Creative Director Michael Figge to design, shoot, animate, and edit together 27 custom full-song scenics for artist Chris Brown’s European tour. The concept was to use different graphics elements and textures for each song to convey different moods to the fans at the concerts.

Each artist was assigned five songs and needed to create visual elements for the music videos first and combine those elements into After Effects software for compositing. Xu was responsible for “Don’t Judge Me”, “New Flame”, “Five More Hours”, “Ayo” and “Loyal”, some of Brown’s biggest hits. She combined visual elements for the songs and put them together onto one screen, making sure that all those elements were part of the same scene and matched with the themes of the music videos.

“I like Chris Brown’s music. It is thrilling to get to work on some animation and compositing for something you listen to every day. Also, I like doing composting work for music videos. It is amazing to see how visual elements synchronize with the beats, tempo, and the whole style of the music. For example, in the song “New Flame”, we created lots of different shapes and forms of flames for the song. It was fun to composite different shapes of fire to get the best result for the music videos,” said Xu.

Xu’s graphics were played in 15 different cities in Europe during the “One Hell of a Night Tour” including Munich, Paris, Hamburg, Oslo, and more. The tour and its animation received a lot of public attention and they delivered a successful sold out tour to the fans. For Xu, knowing so many around Europe saw her beautiful artwork is reward enough, because she simply loves doing what she does.


By John Michaels

Advertisements

Motion Graphics Designer Rupa Rathod talks working with Kylie Minogue and living her dream

Being a motion graphics designer gives Rupa Rathod the opportunity to channel her vast creativity. While designing and creating LED screen content for pop tours, events, television performances, and awards shows, she has the freedom to create anything and everything while working with some of her musical idols. Each treatment differs from the last, and she is always challenged to interpret a client’s concept, something that she finds hugely fulfilling. For this English native, there’s nothing that can’t be achieved, and she enjoys all aspects of the journey; it’s a feeling of achievement that she doesn’t think will ever go away, and what keeps her constantly motivated.

“Combining the two passions I have; music and the creativity of motion graphics design was like taking two perfect past times and fusing them together. It seemed like a natural progression in my career, to channel my creativity as a motion graphics artist into music. I was determined to make this happen any way I could,” said Rathod.

Rathod started working for Blink in 2014, where she was employed as an editor initially focused on screens for music festivals. She pushed herself to prove her talent and was quickly given an opportunity to work on a high-profile tour with Robin Thicke. Since that time, her work in creating graphics for concerts has gone from strength to strength and is now well recognized and well respected at the top of the industry.

“My style of designing is always very much influenced by the music I’m working to, whether it’s a pop song, metal, drum and bass, indie, it all determines the style the content needs to be in.

I’m fascinated by light installations and lighting design which is always very sharp, bright and tightly timed to music, so everything I design always has that accuracy to beat responsiveness and the biggest moments in music always need to be visually bigger. I focus on making obvious moments in a track very obvious on screen and the ability to be able to do that is what I would define as my own style,” she said.

This past September, Rathod worked alongside Kylie Minogue for a second time on her most recent European tour, Golden. Rathod had previously worked with the pop icon on her “Kiss Me Once” Tour in 2014, and the two formed a close professional relationship when working on her Sleepwalker film.

Having turned 50 this year, Kylie’s new album channeled her country side, and “Golden” was released. The album was recorded mostly in Nashville, giving it a very authentic country feel and setting the tone for her new tour. The concept for this 2018 “Golden” Tour revolved around a journey from a desert landscape to Nashville, which would eventually all come together in a 70’s spaghetti Western style movie interpreted on stage with Kylie as the protagonist. Rathod was brought onto the team right away, creating content for the tour while Kylie promoted the album, and the motion graphics designer was extremely excited about the concept.

Kylie_Lovers_Golden
Kylie Minogue performing “All The Lovers” on her “Golden” tour

“I loved the conceptual idea of creating a 1970’s movie executed through the medium of a full multi-sensory concert and working with filmed content to create a cinematic visual was a beautiful piece of art,” said Rathod. “This tour was a completely new direction for Kylie and her dedicated team. It was a bold new move for everyone involved and to see it met with such positivity was gratifying.”

While working on the “Golden” tour, Rathod worked closely with Creative Director Rob Sinclair, who she has worked with on many projects throughout her career, including Kylie’s “Kiss Me Once” tour. Sinclair trusts Rathod’s ability to take his references and turn them into more graphical visual concepts. They understand each other’s styles and they work well developing them. For the “Golden” tour, there was a lot of filmed content, which is not often done; it adds a decadent touch and requires a large scale of planning. Rob and Kylie’s vision featured a lot of filmed content, which is what made the show so rich and so bespoke. It spoke for itself and helped to narrate the journey the audience were being taken on. The desert scenes at the beginning half of the show were filmed in California and Nevada deserts which was handled by Kylie’s longterm Video Producer, Tom Colbourne and the Blink team in Los Angeles. The second half of the show was shot in a London studio which was handled by Producer, Kirsten McFie and and Rupa in London. Rathod worked closely with Sinclair on the shoot, who was feeding his thoughts and notes to her on the day, which helped her get a sense of how it would sit in the show. She ended up working across all the content through the London post production and onsite rehearsals near Birmingham right up to opening night in Newcastle.

“This tour was an incredible experience to be a part of, not only because Kylie’s team remain wonderfully warm and welcoming, but also because Kylie herself has a huge amount of input into every aspect of her shows and she’s always so grateful to everyone involved. Her enthusiasm and excitement make all the hard work and devotion worthwhile. Kylie is genuinely just a very lovely artist who appreciates the hours of hard work and dedication that everyone puts into creating her shows with her,” said Rathod.

Having just wrapped up this latest tour, Rathod has a lot to look forward to. She recently won a prestigious award for her work on rock band The Killers’ most recent tour, and she has a lot more in the pipeline. She has worked hard to get where she is now, and for those looking to follow in her footsteps, she offers some wise words.

“For those looking to pursue a career in motion graphics, my advice to them would be to not be afraid of having your own style. It may take you a while to develop it, but you’ll have one and to have conviction in the work that you do, because if you don’t, no one else will,” she advised.

 

Written by Sean Desouza

Ana Lossada inspires children to live healthy lives with work at Disney

Despite having an interest in the arts from an early age, Ana Lossada never really thought she would have a future in the field. As a child, she enjoyed drawing and painting as most children do, but she also enjoyed sports, dance, and playing with friends. Creativity was an instinct for her, she was never conscious of it. As she began to grow, her other interests slowly started fading away, but art was her constant. She started to realize that she could pursue a career in the arts and do what she loved every day. It was this realization that changed her life, and now, as an internationally sought-after motion graphics designer, she has never looked back.

“As a kid, I never really saw it as a ‘this is what I want to do when I grow up’ type of thing. Doing creative things simply came to me very easily and effortless an. Besides being the artsy kid in school, I have always loved watching cartoons and also movies filled with action, sci-fi and a whole lot of visual effects. These tendencies worked out, as my art interests led me to pursue a career in the digital media world,” said Lossada.

Throughout her esteemed career, Lossada has worked with some of the world’s most well-known production companies and television shows. She recently collaborated with Disney to create the opening theme for the new show Raven’s Home, a spin-off of their older classic That’s So Raven. Premiering earlier this summer, the opening garnered a lot of media attention, and Lossada’s work is a large part of that. A similar experience occurred with Lossada’s work on the opening of Netflix’s hit show Atypical, where Lossada perfectly captured the autistic main character’s tendencies and feelings in her work. All that work alongside the designer are impressed with what she can do.

“Throughout my career I have worked with many talented designers and no one comes across like Ana has. Not only does she have amazing technical skills when it comes to handling computer software, she has a natural ability as an artist and illustrator. She is incredibly dedicated and gives her best in every single project. Her hard work will lead her to an incredible career,” said KA Batcha, who worked with Lossada on The Walking Dead: The Journey So Far, a thrilling recap of the first six seasons of AMC’s iconic series The Walking Dead.

Despite such success, one of the highlights of Lossada’s career is her work with Disney Jr. on their “Be Inspired” spot. The concept of the project was to encourage children to live healthy active lifestyles with promotional videos showing easy exercises that kids can follow along with, designed in the setting of the Disney classic The Lion King. The project was an immense success, and at only 23, Lossada showed one of the largest and most renowned production companies in the world, Disney, that she was extraordinarily talented.

After the success of Be Inspired with the Lion Guard, Disney wanted to team up with Lossada once again, this time with the spot Be Your Best with Miles, featuring the character Miles from Miles from Tomorrowland, a popular children’s show for the network. This segment is a 2-minute spot in which cartoon Miles and “real” Miles are compared side to side, teaching us how to live a healthy lifestyle by following a healthy diet and exercising frequently.

“The way children eat from a very young age impacts their growth and health throughout their childhood, and for the rest of their lives. A healthy diet and good nutrition are critical in preventing some of the issues and illnesses that are caused by bad nutrition, such as nutrient deficiencies, poor bone health, increased risk of injuries, poor academic performance and increased risk of eating disorders. Teaching children how important a healthy nutrition is and also the importance of a vigorous fitness routine throughout their childhood years will lay a base for a healthier and fulfilling life,” said Lossada.

The music video with exercises are currently being aired on Disney Junior worldwide. Each exercise video has over 60,000 views on YouTube alone, and the music video “Teke Ruka Teleza” has over 250,000. Such success could not have been possible without Lossada’s contributions.

Working with her team at Big Machine, Lossada helped design and animate the main title for the spot. Additionally, she needed to create modern and stylized split-screen graphics for the spot and also a UI/UX interface graphic that explained what audiences were seeing on screen. She did all this using her own unique style, as she is known for her distinctive artistry. Her artwork speaks strongly to people, and with Be Your Best with Miles, it has resonated with children around the globe.

While creating the video spots, all of Lossada’s skills were put to use, from designing to illustrating and even animating. Not only was she leading the team, but she was also working on the live action set as well, ensuring her graphics would perfectly transition with the live footage.

To generate ideas and inspiration for the project, Lossada watched an episode of Miles from Tomorrowland. Upon doing so, she noticed there were many simple shape designs in the show, primarily hexagons. This is therefore the primary element seen throughout the whole Lossada’s work on Be Your Best with Miles. She used it for overlay shots, for example the scene where Miles analyzes a breakfast kitchen, for transitional designs between live-action Miles and character Miles, and lastly for the split screens where they are seen together. Such attention to detail is what makes Lossada one of the best, and while working on Be Your Best with Miles, her co-workers were able to see all of talents really shine. Not only does she have the technical skills when it comes to mastering any software, but she also possesses the innate natural ability to design and illustrate.

“Working on Be Your Best with Miles was very fun. Mainly, because we had to find activities and exercises performed by the live-action Miles and compared it to the 3D character Miles,” said Lossada.

No matter what she takes on, Lossada puts everything she has into her work. This is not for the accolades or awards, but for a passion for what she does. She is a perfectionist in the best way. When people enjoy what she has produced, she knows she is doing what she was meant to do.

“I take a great deal of pride in my work and do everything I can to ensure every aspect of each project I touch is perfect, so it truly means a lot when people acknowledge the quality of my projects.  Seeing the look of astonishment on their faces as they wonder how exactly I animated and designed these various projects makes all of the hard work worthwhile. I have always believed that the entertainment industry, particularly the creative side of the business, can convey powerful emotions and messages. It is my goal to use my knowledge and skillset to bring these feelings and experiences to the general public and leave an everlasting mark on the industry,” said Lossada.

She is already well on her way. Watch Lossada’s tremendous work in Be Your Best with Miles here.

Art Director/Motion Graphics Designer Ilya Tselyutin’s Innovative 3D Revolution

Art Director/Motion Graphics Designer Ilya Tselyutin specializes in a field of media technology so advanced that it almost seems he’s straddling a unique cusp between day to day creative facts and out of this world science fiction. Already recognized as a master in his field—a fast moving discipline that combines graphic design and animation in motion picture title sequences and television commercials—Tselyutin also excels in the exotic field of spatial augmented reality.

“This is also known as projection mapping, video mapping and 3D mapping,” Tselyutin said. “One of the earliest public displays of projections onto 3D objects was Disneyland’s Haunted Mansion ride back in 1969, but it wasn’t until the early 2000’s, when more advanced tools and software became available, that artists began using projection mapping in artwork.”

“It is a special technology used to display moving objects on various surface as a video projection, so, for instance, an entire building can be turned into a multimedia installation and become a part of a compelling story.”

The California based Tselyutin’s singular palette of skills, both as a creative artist and technical innovator, made him particularly well suited to explore this territory, a long-standing interest which he first he became involved with as a university student back in his native Russia. His fascination with 3D graphics, animation and design coincided with formal training in computer science and provided an ideal confluence for opportunity when the technology first arrived in the country in 2009.

“I was working at Channel One Russia as a broadcast designer,” Tselyutin said. “I was constantly exploring other areas of 3D motion graphics and the ways it can be implemented. And when I heard the Radugadesign agency was looking for 3D professionals to work on something that was quite new and challenging I was eager to try it.”

Audi-3.jpgAudi-2.jpgThe Moscow agency was the perfect new professional home for the talented, ambitious Tselyutin, and he quickly distinguished himself in the vital new field. “I saw great potential in this and left my job at the TV channel to focus solely on 3D mapping and augmented reality,” he said. “And 3D mapping technology was unheard of in Russia when we created the first car projection show for Audi in the country.”

Created for the 2011 Audi Car Design Awards the spot featured graphics that changed the colors and tires of a 3D car model and established Tselyutin as a fast-rising 3D sensation (see it here). “I took part in all of the 3D mapping projects while working at Radugadesign,” Tselyutin said. “We worked on commercial projection shows for such clients as Audi, Samsung, some national mobile operators and many others.”

 Tselyutin’s dedication and groundbreaking achievements benefitted everyone involved. “Working with Ilya was always a very pleasant experience,” Ivan Nefedkin, Radugadesign founder-CEO, said. “He was one of very few professionals in Russia who completely understood the specifics of 3D augmented reality. There was no really a university degree for what we did, so there were only a few people who could do the job. He always went extra mile to support our team by overtaking the hardest tasks to make sure the project is delivered on time—on the Audi projection show, he would stay up working all night. Ilya played a critical role in establishing Radugadesign as one of the country’s leading media agencies.”

Tselyutin’s professional reputation as an innovator and visionary quickly spread throughout the international media world. “Right after we produced that first car projection show, many agencies in Russia and abroad started implementing the same technology,” Tselyutin said. “I was invited to produce a projection show by the National Institute of Technology Kartanaka, Mangalore, India, who were quite impressed by what we were doing in Russia. I began receiving many offers from all over the world, and decided to move abroad.”

Currently residing in Hollywood, where he serves as Art Director/Motion Graphics Designer at the prestigious Trioka agency, Tselyutin is still breaking new ground, always expanding and elevating his technique. “Working on those challenging projects helped me master a great variety of new skills,” he said. “The most important knowledge I gained was learning how to successfully generate dynamic visual effects on static footage for a completely immersive effect. This proved to be very useful later on in my career,

Taken with an already impressive roster of achievements, the influential Tselyutin’s future potential is limitless.

“Ilya has a unique set of skills,” Nefedkin said. “From the advanced technical knowledge he acquired studying computer programming to his outstanding graphic design skills—he always came up with new creative ideas, challenged himself and the whole team, and pushed the boundaries of what was possible. Our clients loved it. He never ceased to amaze us with his both creative mindset and perfect technical execution.”

 

“Couts” Diego Coutinho celebrates 50th anniversary of D&AD with Wish You Were Here?

pic1
Coutinho and the crew working on Wish You Were Here?

Diego “Couts” Coutinho did not always know he would eventually be considered a top art director and motion graphics designer in his country. He started working at the age of eleven, fixing cars. A year later, he began working in a chair factory. During his time there, he learned what hard work really was, and what it meant to succeed. At the age of 20, he went to school to study graphic design. He was the first in his family to go university.

Despite his humble beginnings, Coutinho quickly became one to watch. He has been recognized worldwide for his talents, winning awards and festival selections. Yet, even with all he has achieved, for him it is still about doing what he loves.

“The art director is one of the people in charge of the project, so if it goes wrong, it’s your responsibility, but if that’s okay you’ll get your laurels too. In this position, beyond the possibility of having more space to act, I feel very stimulated with the possibilities to explore my own ideas and solutions for the project,” said Coutinho.

Coutinho’s success continued when he worked on the film Wish You Were Here? to celebrate the 50th anniversary of the famous D&AD Awards for design and advertising. Design and Art Direction (D&AD, formerly known as British Design & Art Direction) is a British educational charity which exists to promote excellence in design and advertising. Widely considered one of the most prestigious and difficult-to-win awards in design and advertising, D&AD celebrates the finest creativity each year across a diverse range of disciplines.

“It’s a dream to be part of the 50th anniversary of such an important festival and to play with such groundbreaking pieces of art direction and advertising. So, for a festival of such importance like D&AD to give us the opportunity to promote next year’s awards is fantastic,” said Coutinho.

The spot summarizes the five decades of the awards in a creative and unusual way, recalling memorable pieces of design and advertising that won the coveted pencil-shaped trophies. The over 20 references Coutinho’s team picked from the immense D&AD archives were reinterpreted, using various techniques like 2D and 3D animation, stop-motion, live-action and puppetry, all the while swapping characters and narratives between the ads. The resulting fragments were sequenced in a free-associative way, with elements from a scene “trespassing” onto the next creating a flowing, surrealistic narrative that reflects the ambiguous, unpredictable nature of memory.

“It was great to work with such creative freedom. Of all the work I usually do, this one was like the ‘cherry on top’ because of the creative freedom we had and all the extra fun we had along the way,” said Coutinho.

Wish You Were Here? went on to win multiple awards, including one from D&AD itself, the Wood Pencil for Branded Film Content & Entertainment online. It also won the Silver for Visual Language and Graphics at the Cannes Lions, the Gold for Title Sequence at Ciclope 2015, the Bronze in Motion Graphics at LIA, and the 2015 Merit Award for Broadcast & Moving Image/Animation at One Show.

02“I like the touch of mood that is important for the pacing of the film. I believe that it is fun for people in the field, who know the history of design and advertising, to try to identify all the references,” described Coutinho. “And receiving awards in many festivals for this project was an honor and a privilege.”

In this movie, Coutinho worked on the creative team, responsible for creating what would happen in the film. The storyline connects one commercial into another, and he had to think about how to merge two or three commercials in just one shot. After this, he created motion graphics and designed the posters of the movie.

“We began exploring ideas and concepts of what could turn out to be the film. After many suggestions, we got the proposal that summarizes, in a creative and unusual way, five decades of the Awards, all the while recalling memorable pieces of design and advertising that won the coveted pencil shaped trophies, mixing the commercials in a not your typical look-back piece, however,” he described. “The biggest challenge was to implement the concept of ‘let’s put mixed commercials in one spot’. The answer was gradually emerging based on associations, sometimes associations between elements in each commercial, sometimes in action or even free associations.”

The result is not a movie to be viewed from the perspective of the common market, in which technical elements as a clear identity, typesetting, and color work clearly permeate throughout the video, according to Coutinho.

“The final product asks for a moment of questioning about what is happening in the video, a fact that is obvious when we pay attention to the way how the track was built,” he said.

To create the posters, Coutinho used the same logic that was used to create the movie. He picked over some references from the D&AD archives and reinterpreted them in a fresh new way. The result of the posters come from mixing references of the Wish You Were Here? campaign, and other posters that were awarded in D&AD in the past. He used some materials that had been used in the creation of the short, and kept the references consistent with the identity of the campaign.

“Highly motivated, Diego has an amazing professional attitude that always brings a huge production value to any project he is involved,” said Diogo Kalil, a motion designer and 3D animator on the project.

You can view Coutinho’s work on the posters here, or check out the full video here.

Ilya Tselyutin masters multi-tasking for television spot in Russia

Ilya Tselyutin has had an outstanding career as a senior motion graphics designer. He has learned from many talented professionals from all over the world including Konstantin Ernst, CEO of the Channel One Russia and the director of the 2014 Winter Olympics opening. He has worked with famous personalities from different industries, such as Formula One Champion and Tibor Pleiss, an NBA player. He has represented brands such as Lufthansa, BMW, Mercedes-Benz, Porsche, Audi and many more.

The 20th Anniversary of Internet in Russia was celebrated during 6 months with the major concert on April 7th, 2014 at Arena Moscow featuring an array of famous musical groups and musicians. The show started with a video streaming of the Russian Prime Minister giving a speech on the anniversary, followed by the concert alternated with the short reels with the TV pack identity we designed. The event was attended by a total of 2,500 people including major Internet business entrepreneurs and state officials.

Part of this included a promotional TV show spot dedicated to the 20th Anniversary of Internet in Russia. As a Leader Designer on this project, Tselyutin developed the concept, the opening title sequence, bumpers, lower third and a 30 second promotion using design elements typical to the past decades.

“It was really interesting to work on the project for your home country in collaboration with designers from Germany and Argentina,” said Tselyutin, being from Russia himself. “This kind of mixture helped us to create something completely unique for the Russian TV market. It’s a minimalistic, bold and yet clean brand identity.”

Stephanie Helou, currently the Design Manager at Unilever Germany Productions, and former Brand Consultant & Managing Designer at Vision Unltd, worked alongside Tselyutin for the project with the company Creative Worx GmbH. She describes him as Creative Worx GmbH’s most experienced designer and was trusted with directing projects that required both creative and advanced technical skills.

“As a Brand Consultant I worked closely with Ilya on many projects including the TV show pack for the 20th Anniversary of Internet in Russia. Having made an extensive research Ilya took an unusual approach to design and created a minimalistic and clean concept that was rather different from other TV packs we produced,” said Helou. “A remarkable combination of bold vibrant colors and animated geometrical figures made this spot stand out among all other TV commercials on Russian television. Ilya showed his strong leadership skills by guiding this project from its inception to completion as a conceptor, designer and animator. This was a truly enjoyable project and Ilya once again proved to be a highly skilled professional with a non-standard thinking.”

Together, Helou and Tselyutin were invited to give a speech about their work for the TV show pack for the 20th Anniversary of Internet in Russia at a Behance Dribble NRW Community event in Dusseldorf, Germany, where they presented design, concept and a making-of.

“Stephanie is an incredible source of ideas. From the very beginning she suggested doing something creative and new for the Russian TV market and set us up on the right course of actions. Also, as a brand consultant she supervised the process of following the brand guidelines to make sure all of the products including printed and digital were consistent,” said Tselyutin.

The project did present some challenges. Working in a refined schedule is always a challenge in the industry, but Tselyutin had to also work with another country remotely. This presented languages barriers, time differences, and communication difficulties, and gave him the additional role of translator. Despite this, he says the design industry is constantly evolving and it is important to maintain certain level of workmanship and live up to clients’ expectations. To continue improving despite his successes, Tselyutin frequently agrees to work on projects that he knows require some set of techniques he does not have a complete mastery of.

“I learned how to handle an international team on a project where I acted in both administrative and creative roles. I needed to take care of communication in one country and control the design process in another,” Tselyutin described. “I guess I mastered my multitasking skills.”

In the future, Tselyutin aims to keep evolving as a creative director and take on a managerial role in the creative process, especially on projects similar to this.

“I liked the idea itself – present the history of the Internet in Russia. Loved working with bright bold colors and mix them with clean and minimalistic geometric objects,” he concluded. “Overall, this was a very pleasant design project.”

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.”