Animation Basics Start of Project Planning - Basics and Insights
GCC Academy
Basics of Project Planning
Hello, this is the first lecture of project planning
the start of project planning for animation
We'll be learning about the basics and the insights
First, let’s talk about the basics of project planning
Why is project planning so important?
Animation production is unique in that
nearly everything must be decided before production begins
Unlike live-action, making changes mid-production is very challenging
so the role of project planning from the start is critical
This characteristic is intrinsic to the animation industry
and as such
project planning plays a pivotal role in its success
To understand this better
let’s examine the common traits of successful animated works
The first is the clear identification of a target audience
Among many possible examples
take Spider-Man: Across the Spider-Verse
It targeted both the existing Spider-Man fanbase and a new audience
with its innovative visuals and story, earning widespread praise
As such, it’s crucial to clearly define the audience
that you want to appeal to and craft your project accordingly
Therefore, make sure to clearly define the audience
before you begin
For example, Elemental reinterprets the story
of an immigrant family in a fantasy setting
presenting a universally relatable theme that appeals to all age groups
Similarly, The Super Mario Bros Movie
satisfied fans of the original game
while also appealing to family audiences
the primary demographic for theaters
with a great strategy
Another key factor is creating a unique
and differentiated world that showcases distinct charm
Take Suzume, for example
It combines motifs of Japanese disaster
with youthful romance
achieving significant success with this unique blend
Guillermo del Toro’s work
called Pinocchio
on Netflix is another case in point
It transformed a traditional fairy tale into a dark fantasy
resulting in a film that I personally found very compelling
Like so, having a a differentiated world can be an essential element
in enhancing a project’s appeal
Next up is an incredibly important and obvious topic
which is storytelling
For example, Jujutsu Kaisen 0
and Spider-Man: Into the Spider-Verse
both effectively deliver complex multiverse concepts
in a clear and engaging way
Jujutsu Kaisen 0, in particular
has been praised for unraveling its intricate settings
so that it's easy for audiences to understand
For a good plan, there are some key elements
that need to be decided during the project planning stage
The fundamental direction of the project needs to be determined
This starts with identifying the target market and audience
as this is ultimately a commercial art form designed to generate revenue
So it's the target market and the audience
You also need to decide how much funding
will be required and what kind of profits can be expected
These decisions will naturally influence
the production scale and budget, which will try and align with these calculations
The production method is another consideration
whether the project will be in 2D, 3D, or a hybrid
These decisions are interconnected
Thus, the target market, audience, production scale, budget, and method
are all part of the project’s basic direction
which needs to be established
before anything else so that the project can kick off
Second, we have the core elements of the content
These include the main storyline, the personalities and relationships
of key characters, and the visual style
These are essential components
that must be included in the proposal
and are the key factors
that highlight the charm
of the content itself
Next is the business strategy
As a commercial art form
there must naturally be a revenue model
This involves planning how to achieve profitability
through merchandising
and developing a clear marketing strategy
to support this model
Now, let’s talk about the perspective of a planner
First, a planner must have an eye for the market
This means being able to grasp current trends
and identify potential opportunities within them
Additionally, the ability to analyze competing projects is essential
Second, a planner needs an eye for content
This involves assessing the universality and uniqueness of a story
To do so, the planner themselves
must consume a wide variety of content
and understand how it is created, from screenplay writing
and now to marketing strategies
Lastly, to evaluate the visual appeal of content
a planner should have a foundational knowledge
of art and aesthetics
And to evaluate production feasibility
a basic understanding of accounting is also necessary
To summarize, a planner must have an eye for content
This means
being able to assess the quality of a story
determine its appeal
and gauge whether it is realistically achievable
Additionally, a planner needs an eye for business
This includes analyzing profitability
anticipating risks
and balancing these elements
to evaluate the potential for expansion
That's another thing they should decide
Therefore, having a business perspective
is another crucial and indispensable skill
in planning for a project
Animation Market Insights
Next, let’s take a look at animation market insights
First is the global animation market trends
Currently, traditional legacy platforms
are being overtaken by platforms like YouTube
and OTT services, which are now the main players
For example, Netflix
serves as a leading platform for series, either producing original works
or acting as a replacement for traditional TV
Each platform has unique characteristics and requirements
and these constantly evolve
As such, it is crucial
to continuously gather information on these changes
Netflix, for instance
has released a work called Blue Period
and Arcane
meaning there has been a trend for them in focusing
on adult-oriented animation works
Disney, on the other hand, has released
such as Big Hero 6 (Baymax!) and X-Men
leveraging its existing intellectual properties (IPs)
to expanding these IPs with additional series
That's their strategy
Crunchyroll is an OTT services
that specializes in Japanese anime
featuring works like Jujutsu Kaisen and Demon Slayer
Recently, it has begun acquiring Korean projects as well
However, Crunchyroll
is generally known for importing anime
based on original works
Next is theatrical animation works
Studios like Pixar, Sony, and Studio Ghibli
which have traditionally created outstanding works
continue to achieve great results
Pixar remains known for its emotional storytelling
while Sony stands out for its innovative visuals
Studio Ghibli, on the other hand
continues to wield significant influence
with its classic IPs even to this date
In the realm of TV series
Avatar: The Last Airbender, which is unrelated to the movie Avatar
This series features a protagonist with six dots on their forehead
This Avatar: The Last Airbender
continues to uphold traditional animation techniques
Additionally, fantasy genres like Princess Dragon
are showing strong performance trends in the TV series market
Next, we will look into target analysis and positioning
Let's start by age and gender
For kids’ content, particularly targeting ages 4 to 7
is also known as the preschool audience
It features educational elements
The characters tend to be simple and cheerful
Examples include works that aren’t too complicated
such as Pororo the Little Penguin
Additionally, DC has its own series
called League of Super-Pets
When content incorporates simplicity and essential educational elements
it tends to receive positive responses in the kids’ content market
Next is teenagers, age 8 to 14
Stories of adventure and growth dominate
with a preference for fantasy elements
Examples include The Dragon Prince
Young adults is between 15 to 25
This demographic leans towards complex narratives
often favoring sci-fi or fantasy genres
For example
some of the most commercially successful works fall under here
such as One Piece
and so many other Japanese anime works
such as or Demon Slayer
and again, so many more
Popular OTT platform examples include Arcane
For content appealing to all age groups
their multilayered stories allow for diverse interpretation
It's like the movie version of the original series
Using universal emotions is highly recommende
as it not only resonates with a broad audience
but also allows for multilayered interpretations
When this is achieved, the market tends to respond positively
Pixar’s works serve as prime examples of this approach
Additionally, there are cultural preferences based on regions
North America prefers 3D animation
Examples include The Super Mario Bros. Movie, Minions
and various works from Pixar and Blue Sky Studios
For the Asian market, there is a notable preference
for the subculture look
often associated with Japanese-style animation
Makoto Shinkai’s works
such as Suzume and Your Name, are prime examples of this trend
In China, productions
like White Snake
represent a unique Chinese aesthetic
These are primarily 3D animations
but incorporate distinctly Chinese colors and themes
They've been receiving favorable responses
both domestically and internationally
For the Korean market
recent successes include
Catch! Teenieping and HaChuPing
It gained widespread recognition through TV series
and garnered love from a broad audience
These works initially targeted preschoolers
and preteens through young teens
but the main characters
also resonated well with women in their 20s
This made the theatrical adaptations
even more successful
This demonstrates a strategy
of adapting beloved childhood TV series into feature films
to achieve strong box office results
In Europe, artistic expression is highly valued in animation
Notable examples include Guillermo del Toro’s Pinocchio
that we already talked about
It’s true that the European and Korean markets
often experience quite different outcomes in terms of success
The possible reason for is that
European audiences tend to value visually unique
and unconventional works
which are often well-received
and critically praised
To explore examples of differentiation strategies
we can look at visual differentiation
As previously mentioned, based on the highly successful
video game Cyberpunk 2077
is Cyberpunk: Edgerunners
It effectively uses elements like neon colors and strong contrasts
to portray a dystopian future
in a highly distinctive and visually compelling way
earning critical acclaim
Meanwhile, Blue-Eyed Samurai
showcases a fusion of tradition and modern technology
This work skillfully blends 2D and 3D animation
using 3D techniques particularly effectively for action sequences
It incorporates the traditional Japanese ink painting style
while also combining Western linear perspective with Eastern aesthetics of empty space
earning praise for its balance of these elements
The production primarily consists of Western staff
and presents Japanese culture reinterpreted from a Western perspective
This unique visual approach adds significant differentiation
making it stand out as a visually striking piece
Key Considerations in the Planning Stage
Continuing from what I’ve explained earlier
let’s take a look at the main considerations during the planning stage
First is the importance of analyzing the market environment
Market analysis involves
identifying the size and characteristics of the target market
analyzing competing works
and establishing strategies tailored to each distribution channel
For example
to make this relatable and easier to understand
here’s a case
from our company that is currently
It's now
in the pre-production stage
We have a project titled Q Entertainment
Q Entertainment targets teenagers
and is centered on the K-Pop industry, telling the story of idol trainees
At its core, it’s a comedic sitcom
While it’s about the lives of idol trainees
it doesn’t stray too far from the day-to-day stories
that we all live through
It’s essentially a slice-of-life sitcom
featuring an exaggerated animated world that’s
not too different from our reality
Using this project as an example
understanding the size and characteristics of the target market is crucial
In the case of this project
it specifically targets the K-Pop fandom
Targeting the K-Pop fandom
means focusing on a highly specific audience
one with a deep understanding of the K-Pop industry
As such, incorporating
realistic depictions of K-Pop
becomes a necessary condition for the project
One reason we chose this genre
is the lack of direct competition in the current market
Something that features this idol culture
or even celebrities
There are a few animation titles that come to mind
for instance, Oshi no Ko or Shining Star
these works typically
target a younger demographic than ours
In contrast
ours is aimed for those in late teens to early twenties
reflecting their current lives using K-Pop idols as the core theme
This, combined with a music-driven narrative
is something we judged to be unique
To distribute such a project
it’s clear that releasing it
through preschool channels would yield little to no results
Understanding the platforms most frequently
used by the K-Pop fandom was a key part of our pre-production research
Platforms like Laftel
or Crunchyroll may be relevant
but YouTube is undeniably the main platform for this audience
As such, we built the capacity to effectively release YouTube Shorts
into the overall production framework
This approach is more seamless
than editing existing content into short clips
allowing for quicker and more frequent
launches of Shorts or similar formats
In terms of identifying the target market’s scale and characteristics
we focused on the late teens to early twenties K-Pop fandom
The lack of direct competition for such content
was assessed as a key strength of this project
Given YouTube’s nature
as the primary distribution channel
we also analyzed consumption patterns on the platform
particularly for idol-related content
which is predominantly consumed there
This enabled us to link keywords with the content
or strategize collaborations
with current idols as part of the project project plan
Next, let's discuss the need for differentiation strategies
Establishing clear distinctions from similar genres or themes
developing marketing strategies aligned with the production budget
and leveraging the strengths of the original IP when applicable
Using the example of Q Entertainment
we identified that while there are similar genres
our target audience differs, which we saw as a key differentiation
Additionally, unlike other idol
or celebrity growth stories
our approach centers around exaggerated comedic characters
This results in
quirky, absurd elements in the content
which we believe provides a unique competitive edge
as such examples are hard to find in existing works
Regarding marketing strategies
aligned with our production budget
as I told you already
we focus on efficiently creating sub-content
on platforms our target audience actively engages with
That's another marketing strategy we have
Since our story primarily targets
existing idol consumers
we have planned strategies
like collaborations with real idol groups
To support this, we have formed partnerships with experienced teams
ensuring effective planning and execution of these strategies
When utilizing IPs
maintaining the strengths of the original work is critical
In our case, even though the animation
could serve as the original IP itself
we plan to pre-launch related content in more cost-effective formats
This includes creating webtoons
or Instagram comics (Insta-toons)
which will be produced
and launched before the animation
Having looked at the importance
of market analysis through our example
let’s now move on to some practical suggestions
Create specific checkpoints during the planning phase
For example, for a market research
that's planning for a pet-themed animation
collect statistical data, such as the number of households with pets
Analyze content consumption patterns
related to pet ownership
Assess the size of the merchandising market for pet-related products
This can be an effective market research
that can be used for the planning process
Now the target audience
It’s essential to define your target audience clearly
Instead of all age groups, go for women in their 20s and 30s
who are interested in pets
Pets also draw
significant interest from youth and children
so you could set sub-targets like
Preschoolers aged 5–7 and their parents, or early elementary school children
Next is quality management measures
Key management points must be addressed
at each production stage
For example
in the pre-production stage
it is essential to validate character designs
review the storyline
and assess production feasibility
I already talked about this
Let's also take an example
from Q Entertainment that I already talked about
The project hired
a Kakao Friends designer for the characters
drawing inspiration from Line Friends and Kakao Friends
to create characters appealing
to the Millennial and Gen Z audiences
through demand and preference surveys
That's how tight our characters were set up as
The reason is
with merchandise centered on character design
significant time and resources
were invested into the characters rather than the storyline
For the storyline
it's something the 20-30s can relate to
But particularly for short-form content
comedy is the most enjoyed content
So we thought that we should
go with the genre of comedy
And we designed the characters to suit that genre
Also using short-form video contents using slapstick and funny scenes
we wanted to upload on YouTube of TikTok
So we had to consider if everything was fit for this
That's how we refined our processes
to reach this stage of pre-production
Confirming production feasibility
is something straightforward
for experienced studios
but can pose challenges for first-timers
who may need external validation
from seasoned or outsourced production teams
Additionally, risk management is critical even at the planning stage
Potential risks
include budget overruns
schedule delays
or deviations from
the intended quality
For us
we typically allocate a buffer in our production budget
either labeled as contingency funds
or by setting initial costs
slightly higher than estimated
This is like a tip from
many production companies
It involves budgeting 10–20% more than quoted estimate
These additional funds can be utilized
as needed during production
or reserved for later stages
as a great safety net that could help us a lot
But the budgeting can't get too tight
Tight budget constraints
can lead to significant risks later on
so maintaining this buffer is crucial
by around 10 to 20 percent
Schedule delays are another critical risk
given how the production process involves
collaboration by various companies
In particular
given the collaborative nature of animation production in Korea
which often involves multiple smaller studios
this structure can lead to personnel
or financial risks within partner companies
To mitigate this, we partner
with two to three outsourcing companies
and continually update a list of potential backup collaborators
while actively monitoring timelines
This may end up in situations
where we're working with three outsourcing companies
But even then, delays can happen
For example, for three production companies
let's call them A, B, and C
If Studio A faces challenges
and fails to meet its target output
we assess whether Studios B and C can compensate for the shortfall
If this isn’t feasible
we rely on a Plan B, maintaining constant communication
with a backup studio, labeled D
to ensure they are prepared to take on additional work
Regarding quality control
this may also sound very vague
but the approach varies by production company or planner
In our case
we have an internal development team
capable of handling the full production process
This team plays a crucial role
especially when outsourced work
such as a series or feature film
fails to meet our quality standards
In such cases, we bring the work in-house to complete it to our satisfaction
As a result
our internal team possesses a high level of expertise
and significant experience
enabling us to produce
high-quality scenes as needed
all on our own
Establishing such measures for quality control
and ensuring the ability to maintain high standards are vital for any production
Let's summarize
To create a successful animation plan
thorough market research, clear target audience definition
differentiated strategies, and realistic production planning
must all be carefully balanced
That's what is considered a well-constructed plan
However, the likelihood of a plan being executed as an actual production
is relatively low
For instance, out of 100 planning proposals
only 2 to 5 might make it
to the final production stage
Nevertheless,
the completeness of a planning proposal holds significant importance
A well-developed proposal that gets selected
here, selected refers to being reviewed
It is essential for it to even reach the stage
where it can be presented to platforms or investors
Reaching the point of pitching itself
requires passing through a highly competitive selection process
While the intense competition
might feel daunting
Always going for the slim odds
may sound exhausting
But truly exceptional projects
tend to progress through these stages seamlessly
almost without feeling the weight of the competition
If you prepare and plan a project
that genuinely excites you with sincerity
it can more easily lead to tangible results
Once again, market research, target audience definition, strategic planning
and realistic production plans that include budgeting
should all be considered in a nice balance
I can't stress this enough
In the next lecture
we will explore the process of developing these into an actual project
Thank you
Basics of Planning Common Traits of Successful Animation Clear target audience definition
Unique and differentiated world-building Strong and compelling storytelling
Decisions Made During the Planning Phase Project fundamentals: Target market and audience, production scale and budget, production methods
Key content elements: Core storyline, characters, visual style Business strategy: Revenue model, merchandising plans, marketing directions
Insights into the Animation Market Target Audience by Age Group
Kids (4–7): Educational story, simple and cheerful characters Teenagers (8–14): Adventure and growth stories, often with fantasy elements
Young Adults (15-25): Complex narratives, sci-fi and fantasy genres All Ages: Stories offering multi-layered interpretations and universal emotions
Regional Audience Characteristics North American Market: 3D animation Asian Market: Japanese-inspired styles European Market: Artistic quality
Key Considerations in the Planning Stage Market Environment Analysis Understand the size and characteristics of the target market
Analyze competing works Develop strategies tailored to distribution channels
Need for Differentiation Strategies Highlight distinctions from similar genres or themes
Establish marketing strategies that fit the production budget Leverage IP by emphasizing the strengths of the original work