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Meet Sara Riding of Studio Moshon in West Hollywood

Today we’d like to introduce you to Sara Riding.

So, before we jump into specific questions, why don’t you give us some details about you and your story.
I studied traditional animation at The Arts Institute in Bournemouth (Now called the Arts University Bournemouth). Some of my early commercial projects were working with my partners interactive studio combining my traditional animation background with digital innovation. The combination of the two worlds was really interesting to me. A lot of the interactive work was for movie studios based in Los Angeles and we set our sights on moving to the US to set up studios there. My company Studio Moshon is founded in Los Angeles… My most recent work combines the traditional animation background I have with digital innovation and explores bringing art to life to help tell the story in an exciting and interesting way.

Has it been a smooth road?
Setting up a new studio in a new country is quite a task, from understanding a totally new business landscape to investing the time to provide documents apply for the visa. It’s challenging to continue bringing in revenue and interesting projects while juggling the visa application and relocating.

It certainly took time, with over two years navigating the two worlds and creating a base for the studio. The good news is that once the foundation is complete, it all adds value to the company and slowly the admin starts to move toward the background and the focus can be brought back to the creativity.

I originally thought a challenge to the concept I’ve developed would be learning the new technology, but with modern services making tools easier to use it has made the learning curve simpler. Luckily I had some existing expertise from software like After Effects (motion graphics) and Maya (3D animation). Having the base experience made learning the AR tools easier.

Please tell us about Studio Moshon.
Most studios focus on either pure animation or on digital creative. Studio Moshon combines the two worlds and provides an innovative product which can draw attention to good causes and interest from social channels looking for engaging content.

The Studio Moshon product I’m most excited about uses Instagram AR on traditional oil portraiture to allow viewers to see further meaning and data from the art. Often times portraiture leaves a lot to be speculated, with AR I’m looking to bring deeper meaning and knowledge about the causes it’s portraying. I’m looking forward to exploring the two creative spaces, both the physical and the digital and how the two interplay with one another to create a new experience for art.

With Instagram AR becoming mainstream I believe portraiture can reach a younger audience, and the people who get portraits created can get their causes and work attention. I think it’s a powerful medium to explore and I’m excited to see the impact it can have in both the art world and for charities.

Many artists get lost in their medium and focus on their acquired knowledge. Studio Moshon is leaving an established traditional animation business model to explore a totally new area and I hope people find it as exciting as I do!

How do you think the industry will change over the next decade?
As digital creativity is on the rise, more people are exploring the space. Access to the tools needed to be creative are now mainstream. Influencers can make compelling art and photography on their iPhones. Over the next 5-10 years, talented artists will embrace digital innovation to expand the possibilities and ways art is consumed.

With so much of media consumption being digital, there will be a higher value placed on permanence, and physical artwork combined with digital activation will be sought after by the next generation. So many apps and services are moving to subscription, with no feeling of owning something real.

I believe in 5-10 years, real physical art that is digitally enhanced will be a sought after commodity, and artists who can not only make interesting visual artwork but also activate them with digital creativity will have an audience who want to consume their work.

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