BETA | STUDIOS // AARDMAN DIGITAL
A selection of Aardman Digital games, and an iconic piece of the studio’s heritage (top left)
some Oscars looking out at us. It’s a motivating factor, and helps make everybody here feel like they are part of something special, and that they can contribute to that and have their own part in it.” That heritage is hugely alluring, and several of the Digital staff Develop spent time with pointed to how working in a stones throw of the desks where Wallace, Gromit and Shaun’s adventures are concocted does much to push the team. “We have a name to maintain, and we can’t let that crack,” explains Manion. “Aardman has a very good reputation, so we can’t do anything below standard, or we will get pointed out.” “And that also helps with what our
freelancers give us, because in working for Aardman they are getting to deliver something that is above and beyond what they normally get to do,” interjects Burvill. “So whether it’s us or our freelancers, we all give a lot of love to what we do. The product that comes out the end always has to have that Aardman quality and humour, and that feel that has made the company what it is.”
FUNNY BUSINESS That Aardman quality is famously evident throughout the company’s output, but the
26 | OCTOBER 2013
humour Burvill highlights is a more abstract concept. Nonetheless it is a vital ingredient in what defines the Digital department, and key to attracting the right kind of client work.
I’m sure if you ask any digital studio
they’d like to make lots more of their own stuff, and we’re no different really.
Lorna Probert, Aardman Digital “There is a real character to this place, and
it’s quite hard to put a finger on it,” suggests Probert, before a long pause. “In fact, it’s really hard to put a finger on it.
Perhaps it’s to do with our priorities. More than anywhere I’ve ever worked, creativity is the priority here. Obviously we need to make money, but that seems to come further down the priority list. Everybody is focused on making the very best, really beautiful, funny thing that they can.” The result is that the team have produced an abundance of projects that, be they own
IP or not, have character in ample supply, and as such, a fortuitous circle has formed, where potential clients looking for that Aardman touch come to Digital with, often, just the kind of work the team love to tackle. “I’m sure if you ask any digital studio they’d
like to make lots more of their own stuff, and we’re no different really,” admits Probert. “We would love to do more, but it’s about finding a balance between that stuff and the bread and butter client work.” The team does have sizeable internal
projects that they describe as ‘bubbling away in various stages’, but the fact remains that client work for broadcasters, galleries, museums and more pays the bills while the developers concoct their dream projects. “Fortunately it’s really interesting stuff we
get to do for clients, perhaps because of our heritage, and we learn so much from it and have gained so many skills that we’d love to apply to our own brands and to developing new brands,” continues Probert. “That’s something that we’d love to do
more off, but that’s not to say we’d want to move on from the other stuff we do; it’s just about getting the balance right.” The client work Aardman undertakes may be a necessity for the studio, but as bread and butter goes, it makes for a fairly tasty dish.
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