Behind the Scenes of Animation: Why Movement Matters (and What It Says About You)

This week, we had the joy of welcoming Elissa Heath into the studio on work experience. Over a few days, she joined our team to explore the art and science behind animation — from the forces of gravity to the weight of body mechanics — and how all of it helps bring movement to life on screen.

While the final product was a learning exercise, the process itself was a reminder of something we believe to our very core: animation is a craft. And like any craft, the quality isn’t just about how it looks — it’s about what it says about you.

In the wild world of West Midlands marketing, "animation" can mean many things. Too often, it’s code for: "we gave this to the graphic designer who knows a bit of After Effects."

Now, don’t get us wrong — motion graphics have their place. But character animation? That’s a whole other kettle of keyframes.

True animation means understanding weight, momentum, anatomy, physics... and how to make a plasticine duck waddle with the comedic timing of a stand-up. It’s about more than movement — it’s about believability. You’re not just shifting shapes. You’re sculpting life.

Here’s the thing: animation is often the face of your message. And like it or not, people do judge a book by its cover — especially when that cover is moving.

Cheap animation doesn’t just look bad. It feels lazy. And when your audience feels that, it reflects directly back on your brand. Stiff, awkward motion implies rushed work. Rushed work implies corner-cutting. And corner-cutting suggests you don’t care as much as you say you do.

High-quality animation, on the other hand, shows attention to detail. It communicates clarity. Confidence. Credibility. It tells your audience: "We care about how this feels, because we care about what it means."

Not every animation needs to be physically accurate. And honestly? Some of the most beloved styles break the rules on purpose.

Think of Aardman’s wobble. Think of our very own I-Me — two fingers, a thumb, and a soul the size of Stoke. Stylistic animation may play fast and loose with realism, but it still needs heart. And heart comes from craft.

Charm doesn’t happen by accident. It’s the product of knowing the rules well enough to bend them with purpose. It’s about creating movement that’s not just convincing — but delightful.

Because it moves more than just characters. It moves people.

The best animation doesn’t just explain — it expresses. It adds emotion to information. It brings your story to life in a way that words alone can’t.

That’s what Elissa discovered during her time with us. That animation isn’t just about making something move. It’s about making something live — and making your audience feel something real.

And when you get that right? You don’t just deliver a message. You leave a mark.