What's more fun - the thinking, the building or the result?

Ilya Tselyutin

“there's always an answer why it's not working right, you just have to find it”…

Ilya Tselyutin is a creator of the flying graphics and objects we are seeing more and more as part of any brands arsenal. It’s a pretty unique talent, involving a design eye, a directors vision, and a strong grasp of technology. And as our online world continues to unpack, the era of kinetic branding will become the standard way we interact with design.

So, Ilya, given the labour involved in such work, whats more fun - the thinking, the building or the result?

Definitely the thinking. I enjoy the planning part of the project when I visualize what the animation is going to look like at the end and just let my imagination fly.

I always start creating assets in my mind before even opening a 3D software. I think of still frames and how I am going to animate them. I think of various rendering styles and compositing techniques that may be suitable for this specific task. Proper planning can save hours of work in future. So, basically, I have a final idea of what the project is going to (or at least what I expect it to) look like at the beginning of the project.

Do you ever get nearly to the end and think this isn’t working? Then what?

This actually happens a lot. The frustration after putting tons of work into a project and the pictures don’t match is so real! The picture on my screen and the one I have in mind. And there’s only one way to proceed for me – delete everything and go back to square one, and do it all over again until the pixels on my screen start making me less angry. I love 3D animation for this, there’s always an answer why it’s not working right, you just have to find it.