Studio AKA's 'Big Win' spot for the National Lottery captured the hearts and minds of millions. Marc Craste takes Julia Sagar through the character design process for his favourite projects.
Breathing life into your creations is one of the hardest elements of character design, and it can be easy to miss the magic when you're developing your own projects. While the most successful characters often look deceptively simple, it can be difficult to deconstruct why certain characters and their characteristics work, and some don't.
Understanding the importance of personality and environment is key to a good design; a fact no one knows better than Studio AKA's BAFTA-winning director, Marc Craste. With a portfolio boasting an impressively eclectic array of commercials for the likes of Lloyds TSB, Guinness and Orange, as well as Cartoon D'or-winning short film JoJo in the Stars, few in Britain will have missed his recent animation work.
From inspirations and early drafts through to revisions and finalised versions, Craste takes us through the design process for some of his favourite characters, describing complications that arose during development and how they were overcome.