HI Shaaz, How did animation come about? What aspects were the prime motivators for this field?
Hello All! I am Shaaz Ahmed.
I studied Animation Film Design from the National Institute of Design (NID), Ahmedabad and have been associated with the animation industry for over a decade now. I have always believed that every communication need Story/ Narrative has its own unique individual space – the Space, the Form and the Structure. And, it’s been my endeavor to explore the realm of storytelling and tell each narrative in its own unique style which makes us pursue innovation in animation and the exploration of diversity in the telling using various approaches and methods. These have been recognized across varied platforms, winning multiple accolades and awards.
Studying Animation and then making a great career in it don’t always go hand in hand, how did you manage it so well?
In the animation space, I have worked in both digital and non digital formats, with primary focus being on the design methodology and innovation. I have personally attempted to study closely the behavior patterns of various elements and materials, and each time the results have been fascinating and heartening. In the stop motion animation space I work with oil paints on glass and in the material animation space I love animating with various materials and object (sand, sawdust, leaves, marbles, brick, cloth, etc). The body of work includes short animation films, an animated song for a feature, ad films, viral, promos and packaging, channel ID’s, design work including murals, graphic design, short films on social causes, and animation workshops at some leading institutions.
An interesting passion is engaging in live performance art – live painting on shows and events! The zest for form and color comes out exclusively on this platform. For me, live painting is a select passion!
Mud n Water Studios; can we hear something about it from the founder himself?
MW brings to life any idea, concept, need or script! The creative framework ranges from ad films & Virals to promos & packaging, design work including graphic design, poster design & murals, short films & longer duration projects. We also actively engage in live performance art.
At MnW, our design spectrum covers the entire range of visual architecture – from conceptualization to content design, visualization, execution and post-production. The treatment style varies from Stop Motion to 2D cell; Flash to innovative 3D animations. Mud n Water believes in a world ofinfinite possibilities! There are as many ways of telling (animation) as there are stories in this world! We aim to be a One Stop Shop for all your communication needs – ‘Clutter breaking’ and ‘Out of the BOX’ features and narratives!
Please take us through the projects Mud n Water Studios has worked on?
- Concept, script and Visual Design for Maruti Alto
- Concept, lyrics, Sound and Visual Design for Gandhi Jayanti 2011
- Live Paint performance for the opening of ART MARTIII Epicentre
- An animated promo for The Indian Wrestling League
- Set Design and production for a Muppet show ‘The Wizard of Oz’
- Animated Ads for Apollo Munich’s restore plans
- Animated Teaser Films and Virals for Ford Eco sport
- Design and execution of Corporate Web identity Videos for Genesis BM
- Pre Prod, animatic and sound design for Canon
- Corporate Branding and Identity Design for a Hospitality outfit
- Film visualization and Design for Honda
- Conceptualization, Scripting and storyboarding three animated Short films for Samsung.
- Pre production and Design presentation for upcoming Canon Tvc’s
Ads and Virals done by your studio, can we know more?
Mud n Water have used Paint animation for Apollo Munich illustrating their new restore plans and also , Used Stop motion and Pixilation in actual locations along with a cast and crew and some serious post work to make TVC and subsequent Viral for launching Ford Eco sport.
Short Films are also a forte of Mud n Water, right?
In the past, we have done a lot of short films, including some in-house/self sponsored films including “Steve’s Job: An Application” – approaching it with a view, that a film maker’s job application would obviously be a film!
We are currently in the process of rendering three short animation films, which would be presenting futuristic concepts in a storytelling format.
How difficult does it become to manage a client’s requirement for a certain project?
MW believes that, the Client is always the boss! We are there to facilitate and improve upon the client’s thought, idea and expectation. By using Design methodology and research, we attempt to bring the client and us on the same page, post which things are smooth. Getting a final rendered storyboard (often colored) approved by the client is imperative to avoid roadblocks and hurdles.
Expectation management and open communication is the key to a mutually satisfying outcome.
Which has been your most challenging project till date?
Teaser films for a leading automobile brand – has been the most challenging project in terms of the technicalities and the stringent timeline. The Background and the Foreground were shot separately in places and together in others. Stop motion and pixilation, in natural outdoor environment, handling natural light and substituting it with artificial lights when required was quite a task. At the same time, making sure the entire cast and crew is in good spirit despite the on-looking crowd, the cops, the legal permissions, etc.
All was well in the end as the client and the agency loved the final product!
What are your studios future plans?
Presently, we are working on Animated films for a leading automobile brand, another for a leading technology giant, corporate branding for a hospitality firm, corporate branding and animated promos for an international organization dedicated to Indian Art
Well, Animation in India still suffers from the ignorance of design and Mud n Water wish to further the design aspect in Animation with Furthering Animation features in Entertainment business, Attempting co-production tie-ups globally, specially United States of America, Increasing the range of applications for animation such as documentaries, etc and attempting to make a Unique language for Indian animation is the way Mud and Water is planned with.
What’s the team strength at Mud n Water Studios?
5 core members with a contractual network of 15+ members.
What do you believe is the toughest part of running a Studio?
The toughest part is Expectation management of both the client as well as the employees. Also, Indian animation industry is still largely unstructured – lack of a common platform for networking and reaching out to larger audiences. So, visibility becomes a little bit of a challenge, especially if you‘re starting a new set up.