Tell us about yourselves and your company
Jon: Ten years ago, Cloth Cat was founded, initially focusing on series animation and visual effects for children's programming. With the addition of Ben and Shane to the team, we began working on games using Adobe Flash (which ran on a web browser) but later branched out to establish an interactive team that developed games for various clients, including some of the animation series. Also, we were keen to undertake diverse interactive projects, including game shows and second-screen content that allowed viewers to participate while watching TV at home. We also ventured into VR (a head-mounted device that allows users to immerse themselves in virtual worlds), but it was primarily used as an in-house tool. As a team, we have continued to experiment with new technology and eventually transitioned our pipeline to utilize Unity (a cross-platform 2D and 3D game engine) due to its flexibility and ability to reach multiple platforms. We also support HTML5 games development and have begun to use Unreal (a cross-platform game engine) in the studio.
What are the sources of inspiration？
Jon: First and foremost, we are storytellers. Whether it's games, animation, or films, they all revolve around storytelling. The target audience for most of our animations is children aged 2 to 6, so we create content suitable for younger ages. Overall, our focus is on family-oriented games and animations, especially during the pandemic. We aim to entertain children while also educating them with new knowledge through screen-based experiences, keeping them engaged and learning. Education and entertainment go hand in hand in children's games and animations, and this is our core mission, targeting the next generation.
Ben: Compared to animation, games may target a slightly older audience due to their complexity. Our game designs aim to be accessible yet have layers of complexity, so as players progress, the game becomes more profound. The idea is to encourage parents and children to play together, similar to Nintendo's games. Nintendo excels at creating a diverse range of games, catering to every player's preference, and our approach to game development aligns with that philosophy.
What do you think are the advantages of working in Cardiff?
Jon and Ben: For us, there are many advantages. We have an active community, good relationships with local broadcasters and university, and Welsh government support. Additionally, Cardiff offers a lower cost of living compared to larger cities like London. However, the drawback might be occasional travel issues, and clients often tend to choose London-based companies. Therefore, we need to provide more benefits and instil confidence in our clients that we are capable of handling the work. We have an excellent animation team, a strong project track record, and the ability to participate in various conferences and market events. We can stand shoulder to shoulder with giants in the industry, showcasing our work. Moreover, we are highly flexible and adept at remote work, which has become more widely accepted post-pandemic. And our office has a small footprint, reducing our carbon footprint, as employees travel only when necessary.
Are there any exciting projects your companies currently working on or planning to do soon?
Ben: In terms of games, we are currently developing an arcade party game and plan to release it within the next 12 months. Additionally, we have many other projects in the pipeline. It's a very active and creative time for us, both in games and animation. For animation, we are working on a digitally-first release for a show and plan to expand from there. We always have international ambitions and seek broader opportunities.
Jon: The industry is constantly changing, and we need to remain flexible. The landscape was completely different ten years ago when we started, and it's different now. Back then, Netflix had little impact. So now we have to adapt our work and ideas accordingly. In this industry, it's crucial to be responsive to the audience, providing content that suits them and making it easily accessible.
Do you have any tips or suggestions for those people who want to get involved in the animation or games industry?
Ben: If you're just starting to learn, try everything available before deciding on a specialisation, in terms of gaming industry, you can learn coding, but there are also aspects like production, audio, script writing, and unique fields like finding technical artists and animators for special effects. So, accumulate experience and focus on your real passion. Additionally, career advice is sometimes very narrow in school, they might not know what they truly want at their age, so it’s best to keep an open mind, keep learning and networking. Employers prefer familiar faces, so take the initiative to contact and join various events, whether online or in-person. Finally, it’s important that engaging in virtual activities and showcasing a strong portfolio to demonstrate your value when you finish your studies.
Jon: Our work and creative industry is skills-based, learning animation for three years doesn't make you an instant animator, you have to put in effort. Some people have years of experience, while others may have just graduated, we don't expect those graduates to work as efficiently as those with more experience, but we do expect them to have the willingness to continue learning and will gradually accumulate these experiences. The industry is rapidly changing, and there are many resources available, YouTube tutorials enable you to learn diverse skills. Shane, our programmer, applies school-learned math when working on programming, these skills become useful years later, you will never stop learning or reapplying what you've learned since they remain relevant.
