How to get clients on board with animation

"One thing clients sometimes worry about is whether animation will make their brand 'childish'," says Russ Etheridge, senior creative at Animade. "But you can have something that moves in a way that's akin to a kids' TV series, and at the same time you can have something that's extremely sophisticated – that's very much a watchword for us recently."

Creative director Ed Barrett agrees, adding: "Animation is everywhere. It's so versatile. It fits into all different moods and sentiments."

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Julia Sagar
Editor-in-chief retail

Julia is editor-in-chief, retail at Future Ltd, where she works in e-commerce across a number of consumer lifestyle brands. A former editor of design website Creative Bloq, she’s also worked on a variety of print titles, and was part of the team that launched consumer tech website TechRadar. She's been writing about art, design and technology for over 15 years.