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Today, we are thrilled to introduce Reut Abrany, an exceptional Creative Director and Animated Content Creator with an impressive career spanning over 15 years. A graduate of the prestigious Bezalel Academy of Arts and Design in Jerusalem, Reut has led teams of talented artists and animators to deliver top-quality content across various projects, including TV series, animated features, video games, music videos, commercials, and more. Balancing her successful career with being a dedicated mother of five, Reut speaks candidly about the challenges of managing time and priorities without compromising on either. Let's dive into Reut's extraordinary journey and glean insights from her extensive experience in the animation industry!
Hey Reut! We're so excited to have you join us for this interview! It’s a pleasure to reconnect, especially after being captivated by your animation skills in the early stages of developing our original series "VorteX"! Now, we have the exciting opportunity to delve deeper into your incredible journey in the animation world. Thanks a ton for being here!
Reut, your career journey is truly spectacular! With fifteen years in the industry, including producing and directing 'Imagine', a full 50-minute animated movie about the legendary Israeli singer, Shlomo Artzi, and "Tziptziponet," a 40-minute animated movie featuring iconic children's songs by the legendary Israeli actress and comedian Tzipi Shavit. Alongside your work as a storyboard artist for the 'CoComelon' TV series and collaborations with major companies like Netflix and Disney Channel, your achievements are seriously impressive! We're eager to hear more!
Now, let's delve into the beginnings of your journey. What lit the fire under you to dive headfirst into this crazy, colorful world of animation, and how did you get started in the industry?
Thanks for the warm welcome! I'm happy to be here. As far as I can remember, I've always been drawing, ever since I was a child. I would doodle endlessly, sketching in class, and before bed, almost as a form of therapy. But I didn't just love the drawing itself; I was also drawn to the magic of movement, to the cinematic storytelling. I felt that my drawings couldn't stand still, and even at a young age, I felt the urge to tell stories through flowing lines and dynamic compositions. As a child, I watched Disney movies over and over, enthralled by the magic that unfolded on the screen.
I want to share a relevant anecdote from my high school art final project. While my classmates presented traditional mediums like oil paintings and sculptures, I decided to submit an animated short. My choice raised a few eyebrows, but my determination, coupled with the department head's unwavering support, proved to be a winning combination... I found myself, a high school student, traveling to Bezalel Academy three times a week, hanging out with animation students, drawing on a light table, and working on my project. I remember everyone there called me 'The Kid' and was very amused by my presence. It was during this experience that I cemented my dream of studying Animation at Bezalel.
" Zack & Quack Promo - role: Animator"
Upon graduation, I was very fortunate and quickly integrated into the industry. Although I specialized in classical animation, I was hired as a 3D animator in one of the largest and most professional studios in the country at the time - Crew 972. While my knowledge of 3D animation was limited, the talented Alex Orel, who led the studio, believed in me and gave me the chance to learn and specialize in 3D animation on the job. This hands-on experience provided a smooth entry into the industry and led me to work alongside some of the top animators and art directors!
Today, when I advise graduates on how to advance in their careers, I always recommend seeking out a studio or workplace that offers comprehensive industry immersion. However, the Israeli animation industry presents a unique challenge for aspiring artists. Relatively small with a limited number of established studios, finding that crucial first step can be a significant hurdle for recent graduates.
" Tziptziponet Promo - Produced and Directed by Reut Abrany - Link for the full Movie"
It sounds so special right from the beginning, and the way you've expressed it is so passionate and magical. However, we can understand the challenges of the industry in Israel. Could you now share with us one of your favorite or most memorable projects that you've worked on?
I've had the privilege of working on many exciting and challenging projects throughout my career. The beauty of this field lies in its diversity, with each project presenting its unique set of challenges and opportunities for growth. Even after nearly two decades in the industry, I still gravitate toward projects that push me beyond my comfort zone and demand fresh approaches.
These projects require not just artistic and directorial skills, but also a deep connection to the content. A prime example is "Imagine" a 50-minute animated film I created and was deeply involved in. This project, and others like it, stemmed from my desire for high-quality content for my children. I found existing animated music videos lacked the authenticity of the original artists. I wanted them to experience Israel's musical heritage firsthand.
Fueled by this passion for creating projects that preserve classics and introduce young audiences to our legendary artists, I established an animation department at NMC United Entertainment, an Israeli record label. This enabled me to create more musical films. "Imagine” is an animated film based on Shlomo Artzi's songs, narrated by the artist himself.
Completing it after three years was a truly rewarding experience! I wore many hats during the process: co-producer, co-director with Yuval Gidron, concept art, storyboard, design, and animation. I had a dedicated team of talented designers and two animators who assisted me at various stages, and to this day, I believe it was my most ambitious and challenging project yet.
This was my first time managing a large budget, a complex schedule, and a team that needed to be guided and directed through the intricacies of a mini-feature production.
It's amazing and so inspiring! Your initiative at NMC and the creation of "Imagine" are truly commendable! Projects like these underscore the importance of taking action when necessary and emphasize the significance of such endeavors. We would love to hear some insights into the creative process behind it!
"Imagine" is a musical coming-of-age story that, although featuring real and well-known characters (Shlomo Artzi and his band), presents a fictional plot. We wanted to tell a story about music, youth, and an Israeli summer. Our primary challenge was to find a story that could incorporate Shlomo Artzi's songs, which are tailored to an adult audience, while also crafting a narrative that would resonate with children, captivate them, and provide added value beyond just introducing them to the songs.
We began by selecting songs from Shlomo's extensive repertoire and then developed the plot into a journey about friendship and collaborative creativity. Each song advanced the storyline, adding a layer of complexity to the characters and the narrative.
The film's eclectic soundtrack, spanning Artzi's career, presented a unique challenge in maintaining artistic cohesion while preserving the individuality of each song. One creative solution was to adopt a 1960s comic book style for a particular music video, reflecting the song's era and setting it apart from the rest of the film. Another key artistic decision was to utilize cool colors to represent the present and warm colors for the past, mirroring the narrative's back-and-forth structure. The film's climax seamlessly merged the two timelines in a live-action music video featuring both animated and real-world characters.
Capturing the essence of 1960s Tel Aviv was very important to me. Hours were spent scouting locations and refining details to convey the city's warmth and Israeli spirit. Collaboration with illustrator Yaniv Shimoni resulted in a visual style that perfectly captured the desired atmosphere.
Over the years, I've come to realize the truth in the proverb that the greater the challenge, the more profound the satisfaction that follows. Therefore, this project stands as one of the most significant in my career.
" 'Imagine' Promo - Link for the full Movie"
Valuable content is essential, especially when applied to animation as a mission rather than just entertainment! Your ability to overcome these challenges in a creative and wonderful way is evident in the seamless flow of the film. It seemed like there was extensive research involved; the result appears wonderful, showcasing the satisfaction and emotional depth you and your team put into this project. The film's climax is warming and touching the heart! Thank you for sharing this wonderful insight with us. And speaking of challenges, could you now share a challenging experience you have faced, and how you overcame it?
As an independent artist, I've encountered numerous challenges throughout my career, many of which are common among freelancers and creatives. These challenges primarily revolve around business management, particularly budgeting and time management.
As a mother of five, I faced the additional challenge of balancing motherhood with my career. Juggling these two demanding roles often required immense strength and resilience.
Another challenge, since I have been working from my home studio for many years, is professional isolation. I will try to write briefly about the things that have helped me with each of the challenges above.
The solution to budgeting issues is experience, experience, and more experience. There's almost no way around making mistakes and then refining your approach. Over time, you learn your own work pace, your strengths, and where you might get stuck and waste resources. I’ve learned to identify problematic clients, say no to less suitable or profitable projects, estimate the amount of work more accurately, and refine my processes.
Effective time management is a critical skill for freelance and studio owners alike. freelance workloads can fluctuate significantly, ranging from juggling multiple projects concurrently to periods with minimal work.
Proper time management requires a lot of mental work and iron willpower. I suggest investing in understanding your daily routine, tracking your most effective hours, and identifying when you’re less focused. This way, you can better allocate your work style – perhaps saving technical tasks for times when you lack mental energy, and reserving creative tasks requiring high concentration for your peak hours.
Now, I will recommend something that even after 20 years I still struggle to implement myself: maintaining regular and continuous sleep hours. Proper sleep is not a luxury; it is essential for mental and physical health, a key to creativity, and vitality during work hours. On the occasions when I manage to maintain this, I notice an improvement in all my abilities. lack of sleeping hours.. Well that leads me straight to the challenge of balancing motherhood with a career.
Motherhood has always been my top priority. I fiercely desired to be a present, involved mother for my children. and still my work was also a crucial ingredient in my happiness and sense of self-worth. So, from a young age, I knew I had to find a way to make both work.
The delicate balance between family and career has been a constant theme throughout my life. What helps me approach this balance with peace rather than struggle has been the awareness of my choices. To understand that It's not about having the "Right" answer, It's about being clear on what truly matters to me. This self-awareness empowers me to look back without regrets, focusing on the gains from my decisions rather than dwelling on what I might have missed.
Regarding professional isolation, I highly recommend finding companions along the way. Even if you don’t work in a shared studio, you can create a good professional circle of friends. Over the years, I’ve formed friendships I trust, and when I have projects, they are the first to receive an invitation to join. Be generous and kind to your colleagues. Pass along opportunities you can’t take, help with good advice, or collaborate when possible.
Other good options include attending drawing meetups, taking various courses, joining the animation association in your country, and being an active part of the animation community.
Reut, your answer is truly insightful, recognizing the depth and relevance of each challenge and solution you shared. It's evident that these experiences resonate deeply with many independent artists, freelancers, and creatives. Your practical advice is pure gold for a lot of people. We appreciate and are very grateful for the wealth of insights you've shared, which will undoubtedly benefit others as much as they have benefited us. Now, considering your extensive experience in these areas, particularly team leadership, collaboration, and project management, what guidance or tips would you give to aspiring animators who are embarking on their journey in the Animation Industry for working in a team, particularly those keen on directing and animating?
First and foremost, good communication is a golden key – interpersonal skills, kindness, camaraderie, and a proactive attitude. People are looking for partners on their journey, especially in a creative process. Designers and animators who join the team and bring not only their talent but also their insights and thoughtfulness are the ones I choose to move forward with.
One of the first things I look for when building a team, after assessing artistic fit, is the ability to handle criticism. The openness with which feedback is received shows me whether the person is willing to learn and grow or is rigid and clinging to their existing knowledge.
Therefore, one of my recommendations for anyone working in a team is to approach it with an open mind, and with a keen desire to learn. Show interest in all aspects of the project and, most importantly, own your mistakes. Credibility and responsibility are crucial keys to successful teamwork
" 'Tziptziponet' - Link for the full movie "
Certainly, we appreciate your emphasis on the importance of communication and a receptive mindset within a team environment, and we agree with every word you have just said. It's a very healthy mindset and approach. Now, looking ahead, what are some key skills or techniques that aspiring animators should focus on developing to succeed in the industry?
I've always been a strong advocate for continuous skill development and a holistic understanding of the creative process, rather than limiting oneself to a single niche. While there are trade-offs in terms of achieving deep expertise in every aspect, a comprehensive grasp of what constitutes a great film – from storytelling and filmmaking to the animation process itself – elevates the quality of every project you undertake.
Storyboarding can be an excellent skill to acquire, as it encompasses several abilities that are always good to work on and improve, ranging from sketching to composition and directing. I also highly recommend staying abreast of technological advancements. Familiarity with various software and the ability to seamlessly switch between them is a significant advantage. Pay attention to AI, which is rapidly transforming the industry. Learn how to harness its power and avoid being left behind in this rapidly evolving field.
Beautiful! And regarding Storyboarding, we're incredibly curious to hear about your experience working as a Storyboard Artist for THE CoComelon TV Series for Three Seasons! But before we dive into that, could you enlighten our readers on what is, the importance of storyboarding and how you perceive its role in the animation process?
Sure, Gladly! Storyboarding holds a special place in my heart. I firmly believe that if a storyboard effectively evokes the desired emotions – laughter in humorous scenes, fear in dramatic moments, and tears at the right time – then the main challenge is behind you. The rest is merely technical execution.
" 'Videoboard from the TV Show CoComelon - Reut Abrany Storyboard Artist"
Storyboarding is an essential step in the animation process, serving as a visual roadmap for the entire film. It involves creating a sequence of illustrated panels that depict the key scenes, actions, compositions, and emotions of the story. While storyboards provide a static representation of the film, videoboards elevate this concept by adding motion and sound.
I love to board directly on the timeline and work very closely with the voice track to get an early sense of the timing and flow of the story. The videoboard will serve as a rough version of the final film that helps animators and filmmakers to visualize the story, pacing, and overall tone of the film before committing to more detailed and time-consuming animation work.
Amazing! We're very curious to ask you as a mother, how does it feel to know that millions of children are watching and growing up with this series in which you played a significant role in crafting?
As both an individual and a mother, I am always thrilled to be involved in projects that are positive and meaningful. I vividly recall my childhood love for animated films, and it fills me with lots of joy to know that children are watching my creations and experiencing even a fraction of the same excitement and affection I felt as a child.
From time to time, I receive heartwarming messages from parents about the clips or films I've produced. These messages are the most touching and rewarding for me. A child who struggles to fall asleep finds solace in a clip I created, or a family shares how my work inspired their children to sing almost-forgotten Israeli songs. These moments bring both joy and meaning to my work, fueling my drive to continue seeking out projects that are meaningful.
"CoComelon Song Dance"
Wow! It must be very fulfilling to receive these kind of messages, knowing the impact your work has on others and the motivation it brings for future projects. With that in mind, has the experience of motherhood influenced your decision-making process when it comes to accepting or declining projects?
As mentioned earlier, my role as a mother has profoundly influenced the style of projects I choose to develop. I actively seek to create content that I feel is lacking in the world. On a lighter note, my children serve as my first audience for every project I undertake. They are my in-house development and research team, so to speak. Everything goes through its filters before I proceed with it. If they laugh in the right places, I know I've hit the mark. If they lose interest or struggle to engage with a particular part, I know I need to take it back to the drawing board.
Love it, that's the best test in the field! Reut, how do you stay creatively inspired and motivated in your work?
I make an effort to stay up-to-date on the work of my fellow artists, and I enjoy following various creators that I admire. I also try not to limit myself to the field of animation and I'm interested in other areas, such as literature, history, and current events.
These diverse areas of interest often spark unexpected connections, igniting fresh ideas for my own work. Also, I've found that taking strategic breaks helps me overcome creative hurdles. Another thing that helps me is to create for myself from time to time. I find it refreshing to create without any pressure of deadlines.
As we strive to spread positivity and inspiration through our work, we believe in the power of each individual's voice to make a difference! Reut, the stage is yours to illuminate the world with your message of positivity. What would you like to say?
I really believe in what you've written, that everyone has a voice that impacts and makes a difference. I want to join in and add a final message to creators who are trying to find their way and are struggling along the way. Hold onto your uniqueness. Don't be afraid to be original or unconventional in your field. If you find something that bothers you or demands change, push forward with all your might. You have something to give, and the more you refine yourself, the more honest and authentic your work will be.
May our creative endeavors spread love and kindness throughout the world, and may we rise to the occasion.
That's a beautiful message! Thank you so much for sharing! And Lastly, we understand that you are open to commissions! Can you elaborate on how our readers can connect with you? And what exciting projects or endeavors can we look forward to from you in the future?
I'm currently working on my second season as a storyboard artist on a historical animated series for youth. Alongside this, I'm working on a moving animated documentary, as well as a memorial music video for a soldier who fell on October 7th. Looking ahead, I aspire to continue creating interesting projects, with a focus on two personal projects I am developing—an animated series I'm writing and a budding GIF project. And, of course, I wish myself many hours of sleep at night! Thank you for this interview. I am deeply grateful for your interest in me and for the opportunity to share my thoughts with you.
It's truly inspiring to hear about your ongoing and upcoming projects, Reut! Your dedication to storytelling and animation shines through your work. We wish you great success in your future projects, recognizing their importance to our society and your special contribution to the Israeli Animation Industry. Your aspirations to continue creating captivating projects, including your own animated series and GIF project, are both ambitious and inspiring. Thank you immensely for sharing your journey and insights with us. We're eager to see more of your future successes!
Email for commissions or contact: rabrany@gmail.com
Credits: Imagine: Production: NMC. Entertainment Ltd. Executive Producer: Reut Abrany Directed by: Reut Abrany and Yuval Gidron Written by: Yuval Gidron Concept Art: Yaniv Shimoni and Reut Abrany Storyboard, Editing, and Lead Animator: Reut Abrany Additional Animators: Dana Darnov, April Peter Designers: Yaniv Shimoni, Dorin Shwartzman, Lee Dror, Yazniv Kawah, Reut Abrany TzipTziponet: Produced by: Reut Abrany and A. Dekel LtdDirected by: Reut Abrany Script: Yuval Gidron Animation: April Peter, Dana Darnov, Liron Chadad, Alva Mohar, Ronalee Israel, Reut abrany Design: Inbal Ohayon, Lee Dror, Dana Darnov, Ronalee Israel, Alva Mohar, April Peter, Elin Rose, Sapir Danan, Reut Abrany Zack & Quack Promo Credits: Executive Producer: Ronen Shani Art Director: Erez Gavish Creators: Gili Dolev and Evet Kaplan Screenwriters and Directors: Gili Dolev and Evet Kaplan Animators: Reut Abrany and Tom Dor Based on the award-winning short film "The Happy Duckling" by Gili Dolev
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