3-D animation takes hold as must-have new media

A visual trend has been emerging during the last decade, perhaps most noticeably in films such as "Toy Story," "The Incredibles," "Cars" and "Finding Nemo." And with the box office success and popularity of the films, the demand for 3-D animation has increased in other media - and the creators of 3-D animation are starting to reap the benefits.

In Colorado Springs, Rob Watt and Pete Schuermann are filling a niche for clients who want to take advantage of the technology. Watt is producer of Watt Imagination! High Definition Studios and Schuermann is director of creation animation. Together the duo produces commercials, marketing videos, independent films and documentaries - and people are starting to take notice.

Greg Kleinert, president/COO of TKA Advertising, said he enjoys the broader range of creative options that an animator/producer combination can provide.

"They think in three-dimensions - the Z axis comes into play," Kleinert said.

John Crane, a managing member of CraneDigital in Fort Collins, specializes in industrial 3-D animation and Web design and has seen a slow but steady progression in the use of 3-D animation in media.

"The demand for 3-D grows and grows," he said. "It used to be 20 percent of our business. Now it's 80 to 90 percent."

Crane's work will soon be displayed at a trade show, where his rendering of a not-yet-built product will be shown on a giant plasma monitor. The 3-D rendering will allow viewers to see how the product works, how it's built - tasks that would be difficult or nearly impossible to accomplish with normal photography.

"When people have a need for something that they can't obtain physically, that's when effects come in to play," said Tripp Vroman, an instructor of 3-D graphics at the Digital Animation Center at the University of Colorado at Denver.

Be it trade shows, advertising or commercials, 3-D animation is definitely gaining in popularity.

Schuermann said he enjoys the "playing God" feeling that working with 3-D animation provides, and "you don't have to worry about actors."

When working with animation, anything is possible.

"(They) allow me to use fantasy, anything I can dream up, allow me to be totally unbridled," Kleinert said. "I deliberately go into a shot not having something in stone. These guys are unique. (There's) no substitute for a good idea."

But despite having such an in-demand skill set, Watt and Schuermann said they aren't interested in moving to a bigger animation or movie market.

"It's a wonderful environment here," Schuermann said. "We've become profitable enough. It works so well, why give it up."

They also have creative control over their work, which is more than they'd have working elsewhere.

Even when Schuermann was in Los Angeles serving as co-director and editor for a special documentary for Disneyland, "Disneyland: Then, Now, Forever," and heard about potential offers, he knew he wanted to stay in the Springs.

"(We) don't have to live in L.A. to do a big job," Watt said. Animation is the type of career that, when working for a variety of clients, any locale will do.

Crane also has enjoyed success working on projects from his Fort Collins base, and he has a strong Internet presence, which helps attract non-local clients.

He said that with the younger animators coming into the field, 3- D likely will become even more popular.

Howard Cook, administrative director of the Digital Animation Center at UCD, is teaching those younger animators. The Digital Animation program at UCD, has experienced quite a bit of growth during the past three years. It has gone from 15 students per class per year to 28 - and a waiting list.

Cook has plenty of experience in the field himself, having used his 3-D skills in a variety of projects, including at the Denver Museum of Nature and Science, where he was responsible for the creation, design and implementation of the $12 million Gates Planetarium. He also worked as the chief technologist and manager of digital media development for the $54 million Space Odyssey experience.

Cook, who lives in Colorado Springs, thinks Colorado's space/ aerospace, medical and gaming industries will be the most affected by 3-D technology.

"It's growing by leaps and bounds," he said. "You can't turn on the TV, see an ad or look at a movie without seeing animation."

Cook said he has watched his students branch into different aspects of the industry, including forensics animation for litigation, which involves car accidents and wrongful death lawsuits.

"Pictures tell a story," Cook said. "We're teaching (the students) to be filmmakers. (We) do the acting instead of actors doing the acting. (The 3-D industry) is very specialized, it requires technical expertise and artistic prowess."

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