EVOLUTION Kits have changed significantly over the years. Neil explains, “Back in the 00’s quantity was a large part of the
projects. 4,000-unit orders would be typical for a project, however with the rise of Youtube and Twitch it’s now more about creating deep, theatrical, bespoke fan moments. Each Fluid kit prioritises the lore and narrative of the game IPs to create unique items of the highest quality. We want creators to open our kits full of excitement and adventure for the game’s launch.”
Much of their early work originated from the nexus
between brand identity, key art, and CGI. As projects required increasing levels of CGI, the team grew into a dept which handles the full spectrum of motion projects, with a CGI & game engine specialism. But as Alex explains, the core of their work remains
grounded in the artistic discipline of storytelling. “The ethos underpinning much of Motion team’s
success is our determination to place the creative story at the heart of our CG and motion offering. Technology never leads the work - the story always comes first, however technical the solution”
LONG STANDING CLIENTS “Thrustmaster came to us to produce a trailer for the original T248 steering wheel… five years and loads of other Thrustmaster projects later, it was a pleasure to be asked to work on the trailer for the T248R. So many projects are continuations of existing relationships.” Recent projects continue the team’s upward trajectory.
With so many incredible AAA kits in their history,
many stand out. But Neil recalls some personal favourites. “Beyond: Two Souls grew from a press kit into a
Collector’s Edition in Asia, featuring behind-the- scenes content written by esteemed developer David Cage. “The Last of Us is another stand out for me. It
personifies the game so well - from the distressed slipsleeve to the USB tape featuring a soundtrack from Academy Award winner Gustavo Santaolalla. “Other memorable moments include seeing Jet Li
holding our Rise to Honour press kit; the PlayStation Move kit for which we created an Augmented Reality app; making hand crafted miniature figures for Resistance 3; and the kit for God of War III that involved hand distressing 2800 wooden boxes. “Some of our newer kits are real stand outs too. We
won a Clio award for Lies of P, which was a real career highlight, and our recent kits for Capcom are just stunning.”
MOTION Alex Cragg joined Fluid as an intern over 10 years ago and now heads up Motion - Fluid’s youngest division. The department now boasts a full AAA production shop whose credits include on-service work for Netflix, global cinema pre-rolls for clients such as Disney, and Award-winning videogame trailers headlining at global games showcases.
February/March 2026 MCV/DEVELOP | 35
Alex recently directed and produced global CG cinema pre-rolls for Disney Lorcana, Ravensburger’s trading card game, which ran worldwide ahead of Wicked: For Good, and Zootopia 2, as well as across web and TV. The project required an exceptional technical precision to accurately recreate each unique premium foiled card. Seen by millions of cinemagoers globally, the work combined spectacle with clarity, translating intricate physical details into cinematic storytelling. Alex’s team blend artistic discipline, technical
mastery, and narrative instinct, helping define Fluid’s Motion division as one offering a rare blend of storytelling and innovation.
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