An animation and motion design studio based in Mumbai, the Post Office Studios team is a collective of designers, animators, visual effects artists and new media tech experts that create high end moving image content in advertising, film and music.
They are constantly developing deep skills through R&D in new areas of computer-generated moving image from VFX and virtual to augmented reality, all while working in tandem with their live action sister company, Supari Studios.
This week, we caught up with CCO Aditya Tawde to discuss the studio’s past, present and future.
How was your company born and where are you based?
Our corporate headquarters are located in Mumbai, India. Our career began as one of the cornerstones of post-production for our sister company, Supari Studios. Back then, we integrated live-action and motion graphics to produce mixed media.
As we began producing more experimental, design-driven content, our work gained attention, and animation briefs from Indian companies and agencies began flowing in. The objective has always been to provide a platform that allows us to create unique content and provides a collaborative environment for local and international talent.
What was the biggest challenge to the growth of your company?
Motion design in Indian advertising is a relatively new medium, and as a result, many firms are hesitant to investigate its potential. It's a market that is expanding, has a lot of potential, and will eventually grow as many emerging start-ups look for innovative ways to showcase their products.
Which was the first huge success that you can remember?
Our first 3D project, Asian Paints, was a time when we barely scratched the surface of 3D animation. However, we could not miss such a fantastic opportunity, so we decided to face the difficulty head-on and accept the challenge. This opportunity allowed us to think creatively and taught us the importance of taking calculated risks at times.
What’s the biggest opportunity for you and your company in the next year?
We aspire to expand business opportunities in two key industries, namely gaming and blockchain, and to produce branded content through virtual production and augmented reality.
Can you explain your team’s creative process? What makes it unique?
To be honest, we don't have a defined procedure, but we believe that having a diverse group of talented individuals on our team helps us to come up with fresh ideas. People are always encouraged to try new things and come up with their own original trends, which can serve as a source of motivation for the community.
We’ve established a safe haven for innovation, where ideas can flourish, and critiques can be voiced without fear of retribution. By considering issues from multiple angles, we can create more varied outcomes in our work.
How does your team remain inspired and motivated?
Do what you're passionate about and don't be afraid to experiment with diverse approaches to your business; this will attract more clients. We always urge people to produce original work that will bring a smile to their faces and make them feel accomplished.
How has COVID-19 affected your company?
As soon as we heard about the cases in India, we decided to work from home within a week. It was a difficult decision, as we were not accustomed to working in silos, and our pipeline and production management had to change immediately.
Fortunately, we were able to come up with a new set of processes that allowed us to work efficiently from home. On the other hand, as a result of the inability of many brands to create live-action advertisements, an increase in animation briefs was observed.
We had to rethink our creative business strategy in the aftermath of the pandemic, and we now operate entirely in a hybrid system where our employees can work from anywhere in the world.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
There are numerous, but to name a few, we have always admired BUCK, Psyop, Tendrill, Giant Ant, Golden Wolf, Future Deluxe, and Passion Pictures. The fact that these design-focused studios have consistently pushed the boundaries of production design serves as a major source of motivation for us. These are perfect examples of creative and artistic amalgamation.
What is one tip that you would give to other agencies looking to grow?
Early failure should be viewed as an opportunity to learn and grow. If you're an artist or a studio, make sure you bank that idea and find the right client who shares your vision.
The best course of action is to steer clear of the areas in between being uniform and carrying out similar types of work, which can bring perfection, and being diverse, where you can bring versatility.
There is always the fear of doing something new or going too far, but if you don't try it, you will never discover anything new. Everything will fall into place if you embrace fear and go with the flow with the correct mindset and intent. You can always start over from square one, and the lessons you've learned along the way will help you appreciate how much progress you've made.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We are constantly looking for clients who we can connect with. We believe that having high-quality work on your profile is usually sufficient to attract inbound business.
Your online presence is key to landing ad hoc briefs and converting them to retainers. Any growing studio must strike a balance between existing and new clients to maintain its uniqueness and diversity.
In our experience, securing a retainer is the hardest nut to crack, but once you do, the benefits in terms of revenue and exposure are substantial.
What’s your one big hope for the future of the industry?
To continue receiving creative briefs that encourage us to innovate and push our limits.
Do you have any websites, books or other resources that you would recommend?
Steal Like An artist