Last year I had the chance to attend a talk with animator Zane Whittingham (In a nice empty theatre with some of my classmates and with some of the other seniors from DFGA), who shared with us the variety of works he has done over the years. And this year, his lovely wife, Kath Shackleton, paid us a visit to talk about her role as a producer and project manager in this husband and wife tag team.
Whilst Zane normally stays in the studio to get the animations done, Kath is the one that heads out to submit pitches to various clients in hopes of getting their commission. She has to face the brutality of rejection most of the time, especially when these clients unsurprisingly wish to go with someone cheaper. But despite all of that, Kath just continued pushing until she got that commission!
"Fall down 7 times, get up 8 as they say."
With their office situated in the heart of Pennine Yorkshire (Hi Anna!), Fettle Animation takes commissions for all sorts of animation, from promotional films, to children's TV, to animated documentaries to animated music videos, which is no surprise considering that they have the versatile Zane Whittingham as their animation director.
"You are as good as anybody, no one is truly better than the other."
"It just happens to be price over quality, sometimes."
Fettle Animation was soon enough commissioned by BBC animate a series of poignant short films on interviews with people who experienced the horrific genocide first hand, as a way to educate the UK children on the Holocaust. Titled the "Children of the Holocaust", these shorts were created by Zane, Kath, as well as several trainees, thanks to funding from Kirkless Jobs Fund and Creative Skillset, with Paul Honey, providing the soundtrack.
It was a long process getting the commission for "Children of the Holocaust", Kath previously worked with the National Media Museum on "Fragile Stories", a series of animated documentary shorts based on interviews with members of Bradford's Polish Community, and it was from there that she caught the attention of her next client.
"TV people do not innovate, they iterate, they avoid risks and always try to stay safe."
Needless to say, it wasn't as easy as that, while the client was indeed interested, Kath still had to make sure her pitch jumped out from the first page alone before she was able to get that commission, and when that was done... that was only just the beginning. Various people still needed to be brought in, especially when it came to their finances, which most of us in this area probably dread and will panic about the most (God, I really wish I still had my Principal of Accounts textbook...) for any project.
While I had the chance to watch an unfinished preview during Zane's talk and one during the Bradford Animation Festival, Kath happily allowed us to actually watch all of them during this talk. Needless to say, most of these shorts easily pulled at my heartstrings, especially as I thought about my own family when these brave souls recounted how they had lost their own during their nightmarish ordeal.
As mentioned before, several trainees were hired to work on this series, some did good work, some did better than others, while some just thought way too highly of themselves... Needless to say, it was an experience working with these newbies, and on the bright side, most of them were hard workers that did what they were hired to do. Regardless of how talented you are and how well you did in school, don't be a douche.
For such a project, Fettle Animation had to work with people such as Lilian Black from the Holocaust Survivor Friendship Association, whose role is to double check on the accuracy of the historical facts that would be presented in these animations. A Sales Agent was hard to find, seeing many believed that animation doesn't sell in this day and age, but they got one soon enough.
Before the talk came to an end, we were given a few tips on how we should present our pitches to potential clients in the future. I honestly wished that we had been give a copy of that sheet that she showed us instead, but hey, just take what you can get, am I right? So anyway, the first things you should most definitely consider are:
- What's your idea?
- Write/Draw it down
- Who is your target audience? (Remember what these people are like)
- Who might be interested in paying you for it? (Eg, internet, commission through different channels)
- Who do you want to pitch it to?
- Did you do your homework?
- Refine that idea
- Summarise each point into one sentence if you can.
For the pitching process, what you write is absolutely minimal, think who your commissioner is this and persuade him/her that there is an audience for this product.
