Slingshotting Fan Enthusiasm: The Art of Sports Animation with Greg Walter

In the vibrant world of sports, creativity and innovation play pivotal roles in engaging fans and enhancing their experience. This takes a deep dive into the fascinating journey of Greg Walter, a creative force behind 2Tall Animation, as he shares insights on the intersection of sports and storytelling. With over 25 years of experience in animation, Walter's transition from kids' media to the sports industry is a testament to his adaptability and passion for creativity.

From Kids Media to Sports: A Creative Transition

Walter's career began in children's media, where he honed his skills in animation and storytelling. However, the limitations of budgets in this sector prompted him to pivot towards sports. He explains, “We found that the budgets just weren't there for us to grow as artists and storytellers.” The thirst for innovative content in sports presented a fertile ground for creativity. Walter noted that the sports industry constantly seeks fresh ways to engage fans, making it an ideal space for his talents.

The Birth of 2Tall Animation

After relocating from Seattle to Ohio, Walter founded 2Tall Animation, teaming up with Ian Morco, a collaborator from his Seattle days. The duo quickly made a name for themselves in the sports realm, focusing primarily on character-based animation. Walter reflects on their decision to shift gears, stating, “We made a hard turn from kids media and branding into sports and never really looked back.”

The Philosophy Behind 2Tall Animation

At the core of 2Tall Animation is a mission to “stoke fandom.” Walter emphasises the importance of tapping into the enthusiasm of sports fans and harnessing it through creative content. He believes that understanding what makes fans proud of their teams and cities is crucial for creating meaningful connections.

Engaging with Sports Teams

Walter's passion for sports grew alongside his career. Although he was initially a casual fan, his immersion in the industry deepened his appreciation for the storytelling potential within sports. He has worked with various teams, including the Seattle Sounders and Seattle Seahawks, but it was a project with the Sounders that ignited his interest in sports animation. Walter recalls, “We did this one project for the Sounders... and we were like this is actually a lot of fun.”

Understanding the Creative Process

The creative process at 2Tall Animation is multi-faceted and collaborative. Walter describes how they often start with a seed of an idea from clients, which evolves through discussions and brainstorming sessions. He highlights the importance of understanding the client's goals and the context of their audience, stating, “Every single team has a different identity and a different audience.”

The Role of Animatics

One of the key elements of Walter's creative process is the use of animatics, which serve as moving storyboards. This technique allows clients to visualize the flow and timing of the animation before the final product is completed. Walter explains, “Animatics have helped... if they're like this isn't vibing right for me, we can redo it.” This approach minimises surprises and ensures that the final product aligns with the client's expectations.

Recent Projects and Innovations

Walter shares insights into a recent project with the University of Virginia, where 2Tall Animation created a series of hype videos for home games. The challenge was to capture the essence of their Cavalier mascot while also incorporating the university's traditional values. Walter explains, “We wanted to make sure we served Julie and... kind of figure out how to reinvent this Cavalier.”

Inclusive Storytelling

In this project, inclusivity was a significant consideration. The team needed to represent various aspects of Virginia's identity while maintaining the excitement of the event. Walter describes how they created a faceless Cavalier character, embodying the spirit of the mascot without overshadowing the existing identities. This thoughtful approach to storytelling showcases the depth of consideration that goes into their animations.

Collaborative Client Relationships

Walter emphasises the importance of collaboration with clients, noting that successful projects often arise from open communication and shared ideas. He reflects on working with the Kansas City Chiefs, where their creative input transformed a simple concept into an engaging and memorable piece. He states, “They came to us with a seed... and we ended up with something that was vastly different from where they started.”

The Challenge of Budgeting in Sports Media

When discussing budgets, Walter acknowledges the variability within the sports industry. He notes that while some projects may have substantial budgets, others are more limited. “The budgets here are a lot better,” he explains, yet he acknowledges the need for education around what goes into creating quality content. This understanding can help clients appreciate the value of investing in creative projects.

Managing Expectations

Walter shares that managing expectations during the budgeting process can be tricky. Often, clients may not understand the costs associated with high-quality animation. He suggests offering tiered service levels to help clients visualise the differences in quality and scope, making it easier for them to make informed decisions.

Learning from Challenges

Every creative journey has its ups and downs. Walter reflects on projects that didn't go as planned, emphasising the importance of learning from those experiences. He advises, “When we're bringing people in from the outside, we need to vet them slowly.” This approach ensures that everyone is set up for success and can contribute effectively to the project.

The Future of Sports Animation

As the industry evolves, Walter encourages young creatives to think critically about their work. He notes the increasing role of AI in creative processes and urges creatives to focus on what makes their work unique. “How can I take this somewhere that can't be quantified and digitised by a machine?” he challenges, emphasising the need for originality and innovation.

Trends to Watch

Looking ahead, Walter observes a shift towards more playful and fun content in sports animation. He notes, “There's a maturity to that... where you're like, okay we can actually give them something fun.” This trend reflects a growing recognition of the value of entertaining and engaging fans beyond traditional hype-driven content.

Conclusion: The Art of Slingshotting Enthusiasm

Greg Walter's journey through the realms of animation and sports is a testament to the power of creativity in fostering connections between teams and their fans. By understanding the nuances of storytelling, collaboration, and audience engagement, Walter and his team at 2Tall Animation continue to innovate and inspire. As the sports industry evolves, the emphasis on meaningful, engaging content will only grow, making it an exciting time for creatives in this space.

In closing, Walter's mantra of “slingshotting enthusiasm” serves as a guiding principle for all creatives—striving to elevate the fan experience and create moments that resonate deeply with audiences. The future of sports animation is bright, and with passionate individuals like Walter leading the charge, there’s no telling how high the creative bar can be raised.

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