For designer Sophie Joint, the path into the creative industry wasn’t a straight one. Starting with a degree in Art History and Film, she quickly realised theory-heavy study wasn’t going to get her the hands-on creative career she dreamed of. A leap into work experience from assisting on Stephen Frears’ Victoria & Abdul to shadowing artists at Electric Theatre Collective became the turning point that shaped her career.

Today, Sophie is part of the Electric Studios team in East London, where she blends illustration, animation, and design to bring fresh ideas to life. In this interview, she reflects on her journey from traditional art foundations to digital design, the challenges she overcame, and the inspirations driving her work forward.

How did you first get into the industry?

I was just about to start my third year at University when I started to feel my (very theory and essay-based degree) in Art History and Film wasn’t quite right. It wasn’t going to get me the hands-on creative role in film/tv/media I wanted.

I decided I needed to do some real industry work experience, and it was the best decision I could have ever made. I initially did some on a feature film (Victoria & Abdul, Stephen Frears (2017) where I was mainly shadowing and assisting the art department. This was really exciting as it was my first time on a major set, and I got to help research and make props/set decorations that were used in the film. It was shot in some beautiful historic locations, and gave me a feel for what it was really like to be part of a larger machine with a creative goal.

I then organised some work experience at Electric Theatre Collective, helping the front of house team and getting to actually sit down and talk to working concept artists, DMP artists, compositors, colourists, CG artists, motion designers and more. This was an incredibly informative experience - there were jobs I didn’t even realise existed!

Ultimately, the world of post-production and graphic design caught my eye the most, and I went back to finish my degree with a new direction and goal for when I graduated. I chose more practical modules, made my own short film, started to learn Photoshop and planned to move back to London - and hopefully Electric - as soon as possible.

I was lucky. When I graduated, there was a spot in the front of house team. I joined officially at the end of 2017, and was promoted to Creative Assistant in 2018. ETC then opened their animation and design studio, Electric Studios, in 2022, and I joined as a Junior Designer/Creative in November that same year.

Where are you based now and who do you work for?

I am still at Electric on Brick Lane in East London, but as part of the Electric Studios team.

What is your personal background and what role did it play in your career?

I did an Art Foundation course before University, and specialised in Fine Art, so I suppose my background is more in traditional artistic pursuits than digital. There was a fair amount of painting with wooden spoons and cutlery going on, however, so maybe not totally traditional. I have always been a creative person - I never excelled in maths and science - and for that reason, I had thought anything too technical was out of my wheelhouse also.

However, with some determination and some very talented brains around me to pick from, I have learned the tools I need to express that creativity in a technical industry. It is something I really enjoy, so I am proud of overcoming the initial belief that I couldn’t do it.

If you weren’t in your current industry, what would you be doing?

I think definitely still something with some creativity to it, but maybe more physical and crafty. Something like being a florist… but most of my plants die.

Can you explain your creative process? What makes it unique?

I’m not sure how unique it is, but I know I'm quite a methodical and tidy worker. Tidy project, tidy mind!

How would you describe your style?

I’m still figuring that out! Learning on the job as part of an established studio has meant I have had to adapt to many different styles and techniques at quite a fast pace, so carving out my own niche is something I am still working on. I definitely love to incorporate illustration into my personal work, and through this I’ve recently been exploring looping cel animations which I am really enjoying.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

I’m very grateful for people like Antonin Waterkeyn, who are pioneering the use of new software that is starting to be seen and used more and more in the industry. Antonin has been posting frequent experimentations and tutorials for Cavalry, a procedural animation tool that I believe launched in 2019, and was one of the only creatives I could find who was doing so when we were exploring how we could use this platform in the studio a while back. Cavalry has exploded in recent years with a number of major companies on their list of users (Netflix, Google, Meta etc.), but compared to the amount of Adobe app tutorials out there, Cavalry explainers were thinner on the ground so his instagram page was a massive help.

As for someone I have worked with recently on a project for Dr Seuss, I really admire a designer called Marina Nakagawa (@_marinanimation_ on Instagram). She has mastered 2D animation, 3D animation, illustration, typography, the lot. She makes so much of her own work alongside professional projects, and has a very strong personal style - the dream!

What tips would you give to aspiring creatives looking for work?

A little persistence definitely helped me. If you meet someone that you would love to work with or for, don’t leave it too long in between getting back in touch with them. You don’t want them to forget you!

What kind of tools/kit/software could you not do without?

Personally I work with Adobe apps every day - specifically After Effects and Photoshop. Illustrator and InDesign pop up every now and then but that depends on the project. As I have been doing a bit more illustration recently, I would be lost without a Wacom Cintiq in the office, and at home I make do with a Surface Pro tablet. I’ve started playing around with Clip Studio Paint too, which is perfect for drawing.

What’s your secret to staying inspired and motivated?

It’s a bit of a double-edged sword as I am guilty of comparing myself to others too much, but I am a bit obsessed with Pinterest for inspiration and motivation. Having the Google Chrome extension button is so handy as anything I happen upon whilst looking for references for any project can be saved and organised into boards for specific ideas I have brewing in the background.

Sometimes it can be overwhelming to see the swathes of talent out there, but I try to turn that into appreciation and take some stimulation from it, instead of letting myself get bogged down feeling like I don’t match up.

What do you think sets apart truly exceptional creatives from the rest of the pack?

I might contradict myself here, but I think it’s a balance of solo determination and focus, but then also being able to work with others, accepting their help or taking on their contradicting ideas. I love when I work with someone who clearly has a strong inner drive to do their best work, and if they are quite joyous in exploring how to bring their ideas to life it makes the motivation all the more infectious in a team. It inspires other people to share their point of view and push themselves. No one wants to make a camel, but if you only have your vision and skills you might not get the best out of a brief.

What is the one thing that you would change about the industry?

I personally have not had the opportunity to work with many female or non-binary creative directors in my time. Whilst I am very fortunate to work in a studio with two talented female lead artists, I would love to see more women and non-binary artists recognised for their creative contributions, leadership skills and individual perspectives at this more senior level.

Any websites, books or resources you would recommend?

It’s hard to beat YouTube when it comes to tutorials or learning new skills. Almost everyone I work with has credited it as the reason they know half of what they know about motion graphics. It’s a free resource that has made it possible for so many people to get into the industry by teaching themselves industry-standard software, which I think is amazing. I’m very grateful for it personally!

I have explored some paid resources such as Skillshare, which is full of such interesting courses that aren’t just about technical skill. I used it almost as a form of life-coaching when I was unsure about where my career was going before I got a design role, and there was a course for that, which is pretty cool.

Also, this website coolors.co. I find it super helpful in getting me started with a project. When I have a colour scheme that feels right, I find it much easier to visualise the rest of the design and get excited about it. Plus it’s just quite fun to have a look through all the trending combos.