IMESHA EDIRISINGHE

Design Strategist DESIGN RESEARCH
project management

How can the animation
industry incorporate
Generative AI
into the pre-production
pipeline
sustainably?

[ © 2024]

LINK TO PROJECT

This thesis is licensed under CC BY 4.0, allowing others to share and adapt the work with proper attribution.

SUMMARY

As a creative graduate, this thesis explores the ethical concerns and creative unease surrounding the use of Generative AI in the animation industry, particularly in character design. With the rapid integration of AI tools in creative workflows, understanding their strengths and limitations is essential for future graduates to navigate the industry with confidence and creative freedom.

The research adopts a practice-led approach to evaluate AI’s role in character design, from the initial brief to the final character sheet. Key factors such as speed, time efficiency, cost, and design variety are examined, with a comparative analysis of AI-generated outcomes versus human-designed ones. By investigating both the process and results, this study aims to clarify how AI can complement or challenge traditional design methods, offering insights that will help emerging designers make informed decisions about integrating AI into their creative practice.

The research employs a mixed-method approach, incorporating primary methods such as interviews, conferences, and observations, alongside secondary research, qualitative analysis, practice-led experimentation, and method mapping.

Findings demonstrate how AI can be strategically integrated into the design pipeline without compromising creative autonomy. However, the study also reveals that despite its reputation as a tool for efficiency, AI can sometimes negatively affect productivity when compared to individual human designers.

By providing practical insights, this research aims to guide the sustainable adoption of AI in animation pre-production, helping professionals balance automation with creative control.

UNFORGOTTEN

[2018-2021]

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PROJECT OUTCOME

A 58-page informative illustrated encyclopedia, celebrating the history and culture of Folklore in Sri Lanka, and how they came to be.The book is aimed at locals and international audiences to inform them of the dying culture of Sri Lankan Folklore.

In 2018 I wanted to conduct a Design-through-Research project that would help eliminate a cultural issue in Sri Lanka.Initially, the project was aimed to be a purely visual and conceptual outcome, but by conducting qualitative survey-based research resulted in the finding that:
- International and local audiences are equally unaware.
- They want a book that is both informative and illustrative.
- Interest from an age group rangin from 9 - 56 years!In terms of outcome and content, the Majority wanted a face for the name and an origin story to know how they came to be.

The book will contain creatures of Sri Lankan history and Folklore; their origin story and how they came to be, with visuals to support the reader.

Taking into consideration the user experience and objective; The book will follow a timeline format from early Lankan misconceptions to the origin and reason for every creature and why locals choose to believe in them.

TARGET AUDIENCE

Local (12 - 25 years) : Mainly from private international schools.

Foreigners (12 - 45 years)
Whoever is interested in the topic

Challenges

- Ensuring cultural inclusivity and representation.
- Proper unbiased sources and accurate information.
- Ensuring the content, jargon and history isn't overwhelming.
- Keeping the content informative but still interesting.

Raising awareness and Promotion

Cross-platform promotion and building excitement via social media like Instagram and Facebook, mailing lists, Teasers, Countdowns, Product Website and Seasonal events such as; Halloween, Women's Day and Sri Lankan New Year.PROMOTION CAMPAIGN LINK

Ensuring that my brand voice as an artist and creator carries through this entire project, problem solving my budget and expenses as an indie creator and ensuring that this would not hinder my sales or reaching out to potential customers, by opening up pre-orders and online sales.
This project was entirely self - published, and I took on various roles to see it to fruition, from Project Managing, UX, Researching, Ideating, building strategies for promotion and sales, Layout, Designing, Editorial, Video Editing and Conceptualizing.
SOFTWARE USED:

Adobe Photoshop
Adobe AfterEffects
Adobe InDesign

EXPANDING THE WORLD OF

UNFORGOTTEN

[2023]

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PROJECT OUTCOME

An experiment-based expansion into the world of UNFORGOTTEN in the form
of an immersive and informative journey for the audience.

This resulted in a website marketing the book, and audience activities which extended into an immersive VR experience to 'MEET THE DEMONS' and a
horror-based story where the audience gets the agency to
'CHOOSE THEIR ENDING'.

This project was an attempt to step out of my comfort zone and explore other mediums of storytelling via innovative approaches.
PROJECT GOALS & OUTCOMES-To step out of my comfort zone
- Explore new ways of storytelling
- Invoke emotions and curiosity
- Tap into 1 or more senses to give an immersive experience
- Explore and Attempt
- Create a world in which people will be interested in
- Reusing assets from the previous project and making them interesting.

The fundamental purpose of this project was to entertain and inform.
I had to research and explore the world of interactive storytelling. Two books that helped me a lot:Digital Storytelling: A creator's guide to interactive entertainment Carolyn Handler Miller, 2nd EditionThe VR Book: Human-centred design for Virtual Reality, Jason Jerald

QUESTIONS I HAD TO ASK MYSELF

Who is the intended user?
My existing audience for the book and anyone curious.How tech-sufficient are they?
The majority of my group is tech-literate as I have already made and promoted my product digitally.What other projects like mine exist? How well are they doing?

Challenges

- Consistency in the brand voice and project.
- Technical challenges and exploring new technology (VR)
- How much agency and control am I giving the user?
- Ensuring the experience is consistent throughout all devices.
- How will you take advantage of the strengths and minimize limitations?

Raising awareness and Promotion

Cross-platform promotion and building excitement via social media like Instagram and Facebook, Linking products across the website, and ensuring by the end of the experience that the audience is curious to know more.

SOFTWARE USED:
Adobe Photoshop: Laying out video elements, editing illustrations, illustrating, designingAdobe After Effects: Creating 360 video, Editing audio and Video, Creating VideoAdobe Media Encoder: Exporting H.264 video as VRWeb Hosting platform: Create a website with elements and a paid packageTECHNOLOGY USED TO EXECUTEMac: Host the Website (HDMI)Clevertouch: Audience’s main interaction pointHeadphones: Audio output

A Graphic design postgraduate who had previously majored in animation and multi-media. Experience working in the 2D pre-production pipeline in animation, as a digital artist in graphic design, managing and seeing projects
to fruition.

An ability to take on various roles working in design studios and personal projects from research, to ideating, to process and outcome with an
open-minded curiosity for exploring various mediums and technology to problem solve.

Imesha is looking forward to using these experiences in creative and strategic roles.

LINKEDIN