New reciprocal partnership promotes expansion across advertising and entertainment projects; first collaboration creates stunning teaser for Riot Games’ latest effort.
Design studio Elastic and UK-based animation studio, Feed Me Light, have announced a reciprocal partnership, allowing both companies to broaden their reach across advertising and entertainment projects. Their first official collaboration is the just-released teaser for Valorant, one of the first games made by Riot Games outside the League of Legends franchise.
“The script came in and we felt like it was the perfect opportunity for Feed Me Light to stretch their wings,” commented Elastic creative director, Andy Hall. “We knew that they had the latitude to explore it. The creative brief was very open, and they really ran with it and owned it.”
Watch the teaser for Valorant.
With the expansion of global opportunities contingent upon establishing relationships in foreign markets, the studios’ partnership facilitates and promotes this. Each studio benefits from the creative union, as they are now advantaged with an award-winning network of animators, graphic artists, and industry relationships on both sides of the Atlantic.
“It’s like jigsaw pieces fitting together,” described Hall. “We each stand on our own merit but complement one another.”
Feed Me Light founder and executive creative director, Denis Bodart agreed and reiterated that the creative partnership has “always felt like a very fair and easy relationship.”
Hall first reached out on Instagram to Bodart and his company having been a long-time fan of the UK studio’s work, but he also saw a potential in the studios’ creative and operational like-mindedness. Both studios originated as family businesses, seeking to provide opportunities for artists to grow beyond their predetermined roles.
“They speak the same narrative language as Elastic,” explained Hall explained. “We are each rooted in animation. Stylistically, we each have a broad brush and a variety of aesthetics. Their voice is very similar to ours in terms of how they present their work, how they speak about their work, and how they talk to clients.”
Bodart shared the same sentiments about Elastic. He admired the visual range and quality of their work, and after connecting with Hall, felt a kinship between their companies, recognizing the same artistic passion, family feel, and emphasis on producing exceptional creative.
“It was an amazing opportunity for us to get to pitch on Valorant, and then to win it with Elastic,” Bodart added. “Working together was a really easy process with great communication.”
The studios are already in production on a soon-to-be-released second collaboration, and Hall anticipates both studios evolving their skill sets and growing their portfolios across all creative mediums - whether its commercials, TV, game teasers, title sequences, or long-form material - and tapping into the vast pool of talented animators around the world.
As Hall concluded, “As long as you can make the relationship and the conversations with the client’s work, I believe it behooves you to look far and wide.”