NERD Productions on navigating the double-edged sword of animation’s tech boom

From static to motion, from 2D to 3D, from AR to AI, no creative discipline has arguably changed so rapidly since its invention than animation. And, with technology, its accessibility and audience demand, the scene is more prolific than ever. However, despite the democratisation of the field through streaming services, has the creativity behind animation become diluted of ideas, and has the pressure on its talent become too great? Or are we just getting started?

Positioned as a pillar of new ideas, paired with an unrelenting care for the craft itself, international production company NERD opt for a more contemporary approach to animation, having fostered a diverse collection of creatives that make up the talent behind the scenes. Speaking to some of those directors and artists, we take a step back, considering the animation industry as it is now, where it’s been, and where it looks to be heading.

“With progress comes major change, and that’s certainly true for all creative industries right now,” director and animator Jens Mebes tells us. He explains that real-time rendering and the fast-paced release of new AI tools have reshaped not only the capacity and capability of animation but also challenged its workflow. “Ideas that we couldn’t execute before due to technical limitations are now completely possible,” Jens adds. For example, AI allows for agile re-iterations of complex scenes, which in turn speeds up the pre-production process, “allowing us more time in animation, where the real magic happens”.

“We saw that even consumers were creating campaigns with artificial intelligence in their short social media works,” multidisciplinary animation director Ahmet Iltas details. “But what we have found is that AI cannot generate the beautiful drawings, emotional depth, and complex stories that our viewers expect.”

There are positive outcomes to all this, Jens states; for example, streaming platforms have “opened the door to more experimental formats,” – the likes of short-form series or anthologies such as Love, Death & Robots, which has given animation studios greater freedom to challenge traditional creative structures and dive into alternative storytelling approaches. “Animation no longer has to be confined to a box or rectangle; it can extend into so many different forms,” stop frame animation director Hayley Morris adds. “I love seeing handcrafted animation being embraced in video games, public installations, 360-degree planetarium screens, and more,” offering not only greater means of engagement but endless possibilities for artists and industries to progress. 

Beyond the technological developments of animation, the industry, as Jens suggests, “has also evolved significantly in response to changing audience expectations,” namely diversity and representation. “Today’s viewers expect characters and stories that reflect a wider range of experiences,” he opens up, “from different races and cultures to varied genders and identities.” He points to the likes of award-winning films such as Spider-Man: Into the Spider-Verse and Encanto as being at the forefront of this growth that brings underrepresented, culturally rich stories to centre stage.

“Since our humble beginnings, diversity and inclusion were and still very much are at the heart of everything we do,” EP and founder, Milana Karaica, tells us. This means actively searching for talent from underrepresented and diverse communities, embracing all races, gender identities, LGBTQ, social backgrounds and beliefs. “By curating teams from various cultural and professional backgrounds, we bring fresh perspectives to every project,” she continued, “enriching the storytelling process and ensuring our work resonates with a wide range of audiences,” – resulting in an all the more powerful (and all the more interesting) industry. “The stories we tell and the people who create them shape our culture,” producer Ira Giorgetti adds. “Crafting moving and still images is a powerful medium, and as it continues to evolve, it must reflect and genuinely represent the world we live in.”

Through taking these active steps, the future looks bright. As Jens considers the industry’s development and his place within it, he remarks, “Ultimately, I hope to foster more collaborative, inclusive environments where creatives can experiment and take risks,” with the goal being to stay curious of both innovation and inclusivity. “I see the future of animation as a space where technology and creativity come together in even more dynamic ways,” he says, but importantly, one with human connection.

Looking ahead, Hayley is hopeful. “Stop motion and handcrafted animation will continue to be valued for their unique artistry and beauty,” she says. “AI may assist in certain areas, but it can never replicate the love, dedication, and human touch that goes into work made by hand.” She notes how her passion for the craft and artwork is still her driving force, and will remain, no matter the technological advancements. “I can’t wait to see where it goes and how my work will continue to evolve,” she adds. “I’ll always be a handcrafted artist and adapt to whatever changes come along.” 

On this, Ahmet notes: “As artists of the digital age, considering the technology as a powerful tool to be harnessed, we can become better storytellers and produce unexpected content.”

“We envision animation becoming more inspiring, immersive, and interactive,” Milana concludes, grounded in authentic, inclusive storytelling. “At NERD Productions, we’re not just excited about these possibilities; we’re committed to making them a reality, and inspiring and empowering our audiences, as well as up and coming talent entering the industry, about the future of animation.”