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Market pioneers: reinventing the computer animation studio

We recognize as pioneers those who have made groundbreaking technical contributions in the field of computer graphics since the 1970s and early '80s. Many of these leaders have also been market pioneers, championing the application of computer graphics in such diverse fields as medical imaging and product design. By so doing, they have opened traditional markets to computer-generated imagery, and often invented whole new market segments. Today, one of the most exhilarating frontiers for computer graphics is the entertainment industry. The early pioneers of computer animation shared a common vision: that computers could become a successful medium for storytelling. Over the past decade, computer animation studios have reinvented themselves often many times in the endeavor to create great entertainment from our stories. Along the way, we've convinced clients as diverse as ad agencies and film studios to take risks, and invented techniques to match our creative vision in order to achieve new imagery. We've educated our clients to the possibilities and the limitations of technology, and proved the value of CGI in both creative and financial terms. In order to realize our long-term goals, we've had to be diligent in acquiring all the skills and artistry required to breathe life into characters and tell compelling stories. We learned these crafts from our clients, too. We learned about lighting and scene development, and about the importance of delivering a convincing performance. In the last two years we've seen this pay off in the feature film arena as fully computer-generated creatures and characters have begun to appear on the screen in starring roles. Perhaps the most significant new frontier faced by computer animation studios is the shift from being providers of animation services to being creators and producers of content: original feature films, television shows and CD-ROMs. Two years ago, when pitching a story for a film that would be animated entirely on the computer, one studio executive voiced what was at that time a universal concern. "Nice idea;' he said of the story,"but who's gonna sit through 90 minutes of computer animation?" In its commercials for MilkyWay's "'Rough Day"campaign, PDI created furry, computer animated bees which are aroused after a tennis ball hits their hive. PDI Executive Producer is Brad Lewis.