Justin Cone’s Post

This is a transition most animation, motion, or design studios (or however you want to call them) should have started some time ago. It's no surprise that BUCK with all that amazing talent pool managed to figure it out. If studios want to thrive in the upcoming years, there should be a mindset change in how you approach and build relationships with your clients and your talent. And find a way to give the most value to everyone in the process. The classic asymmetry in design shops is overdue.

I remember at Leviathan we started the trend of “open toolkits” for installations, we provided open source templates and extensive documentation and then handed the keys over to a curator for future works. 150 N Riverside being a prime example. So many artists have been able to create content that otherwise would not have if we created our own “proprietary” media server. I can’t speak to the business strategy but it was also the “right” thing to do. It’s nice when you can get a win win.

It’s actually a relief to see all the good thinking and hard work a team puts into a project living beyond the brief moment of an ephemeral campaign, if not growing beyond the initial constraints. 150 N Riverside is a great example of something that has such an awesome lifespan it’s becoming an icon.

Those are the creative partnerships with clients we always wished for. If the relationships are growing deeper, then that's a great validation that the partnership is mutually beneficial. Sometimes insecurity and ego can get in the way of a mutually beneficial relationship. Nurture the clients that embrace the future of the industry we thrive in.

In the past two years, I think 3/4 of my work was about creating motion guidelines that would accompany the rest of the branding or preparing ever more comprehensive AE templates and presets. From the creative point of view, it releases us from those small but urgent tasks like creating banners or social media posts and allows us to focus on more significant projects.

Interesting perspective. I would say in the long run, the challenge isn't whether you are 'giving away the golden goose' in building toolkits and frameworks; it's pretty clear that your company's relationship will get stronger with your client's creatives. However, what you are 'giving away' is the opportunity to give more work to your studio's usual freelancers.

I'd love to see some BTS of the toolkits you build. I've had experience building some After Effects toolkits for editors while working at ESPN but rarely see anything "online" outside of people selling templates, etc.

This is absolutely the arc I’ve seen at all the best creative studios I work with, and it’s been a pleasure to participate in the growing sense of partnership and collaboration with brands and clients that feels so much more meaningful than just being a pure vendor!

I'd love to see what that means in real world terms.