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TNB

The Imagination Lab

Ah, the creative process – the stuff of legends and the bane of those who think it’s as easy as pressing a few buttons! It’s like asking a painter to “just paint something new” or telling a musician to “let the Artificial Intelligence come up with a hit song.” Hilarious, right?

We decided to run with that line of thinking and imagined what the process might look like for those who think creativity is just a matter of pressing a few keys. Spoiler alert: it involves a lot of ethical questionability and a dash of pure ridiculousness.

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Design | Script | Directorial | Production | Editorial | Motionography | Animation | 3D | Simulations | Compositing | Color Correction

Where do all the great ideas come from?

Directed by: Eric Edwards
Creative Director: Bobby Hougham
Written by: Eric Edwards
Designed by: Eric Edwards
Animation/Compositing Team: Eric Edwards, James Webber
3D / Simulations: Marcus Kulik
Sound design: Eric Edwards, John Buroker
Voice talent: Mike Previti, Bobby Hougham, Sevrin Daniels, Eric Edwards
Produced by:
Bobby Hougham, Lindsay Cloudy
Executive Producer: Andrew Kobliska
Executive Creative Directors: Bobby Hougham & Sevrin Daniels

Directed by: Eric Edwards
Creative Director: Bobby Hougham
Written by: Eric Edwards
Designed by: Eric Edwards
Animation/Compositing Team: Eric Edwards, James Webber
3D / Simulations: Marcus Kulik
Sound design: Eric Edwards, John Buroker

Voice talent: Mike Previti, Bobby Hougham, Sevrin Daniels, Eric Edwards
Produced by:
Bobby Hougham, Lindsay Cloudy
Executive Producer: Andrew Kobliska
Executive Creative Directors: Bobby Hougham & Sevrin Daniels

The Big Idea

We love poking fun at our industry, and we joke about common misconceptions about our industry all the time. “Winter Holiday Explainer” was our first attempt at answering the question, “What is it you do for a living?” while also poking fun at behavioral nuances of people working in various parts of the industry.

The second in our series: “The Imagination Lab,” is a testament to the complexity of the creative process. Our culture has monetized and commoditized ideas and creativity to the point that now there are those out there who are desperate for Artificial Intelligence (AI) to solve that “problem.”

We set out to poke a little fun at this and created a video that would be next to impossible for AI to accomplish.

AI struggles with the kind of intricate details found in this video, often glitching out when it tries to make graphics that relate to each other within a single shot. Rendering small graphic details and typography are usually riddled with errors. It also has trouble keeping characters consistent throughout a longer story. Even the best AI animation tools, like Sora, can’t quite nail it.

But our animation, crafted by human hands and minds, keeps every character true to themselves from start to finish. The viewers can get lost in the story without being pulled out by inconsistencies.

In a world where AI is getting better every day, “The Imagination Lab” shows that there are no shortcuts to good ideas. It’s a reminder of the power of traditional animation and the importance of appreciating the creative process in the face of advancing technology.

FEATURED WORDS

The New Blank Invites You Into “The Imagination Lab”

April 23, 2024, in Stash

In their latest in-house animated short film, director/designer Eric Edwards and Seattle prodco The New Blank drop a mischievous two-minute jab at the shortcomings of AI and the “commoditization of ideas and…

I used to experiment all the time with my hair color.

Olivia Wild

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