Tag Archives: business


Mario is one of the most well-known plumbers in the world. So when my pipes break, inevitably I call Mario. But Mario won’t fix my plumbing. And I can’t even get his brother on the phone (I get some message about ghosts in an old house).

Okay so they are famous now and maybe I just can’t afford them. But actually that’s not it. It’s because they just happened to find that, after all that plumbing training and apprenticeships and years of honing their skills, they were suited to another line of work: jumping platforms to collect coins and rescue princesses (with karting at the weekends). And that line of work is either more important to them or it pays better. Possibly both.

Stay with me here – this has a point, honest.

Often we will find that people have trained for a certain thing and might even be really excellent at that thing. But it doesn’t necessarily mean that it is what they should be doing. Even if they (you, me, anyone) are fantastic at it. It is not wrong to want to try other things. To explore and test and allow your career to veer in another direction. It is not wrong to turn down a gig because you would rather be doing something else that is more important to you, even if you are the perfect choice for that gig. Just because you are good at something doesn’t mean you must always do it.

And getting older doesn’t change that. You will always find new interesting things to focus on if you look for them.

You may love what you do and it may work out perfectly for you and you could be completely content with that forever. For the others, those who get restless or find you shift around your careers adding new jobs and new skills or even moving in whole other directions, go with it.

You might already be an awesome in-demand plumber but maybe you should be out jumping platforms instead.


Very early on in my career, I spent a short time at a games company back in the early Playstation 1 days. Making games required long hours, it seemed, and people stayed at the studio until around 10pm every night. Anyone who dared leave early was judged as they left because it’s hardly fair to leave your comrades working, is it? You have to pull your weight.

But it didn’t take long to notice that most people spent a large amount of their day not working. They chatted about football and Ministry of Sound and DJs. They made lots and lots and lots of tea and others were out for cigarettes every half an hour. It didn’t seem entirely productive. And it was easy to see why. There was a mentality of: well, I’m working late anyway so I can have these breaks and I’m still working hard.

And that rendered the late nights pointless. They were working late for one reason – because a working late culture had crept in. The truth was that nobody really valued the time.

Good time management is essential. And for you to be good at managing time, you have to be aware of its value. Every minute has to mean something to you.

A culture of working productively is fantastic. One of working long is not the same thing. Which is why I’m sure you all know some studio somewhere that has its people working late most nights yet constantly misses deadlines.

All time must be assigned a value. It’s how we can manage development and it’s certainly how we can manage production – juggling stories, scripts, animatics, animation, sound, editing and more on multiple episodes at once. And if things go wrong, the values assigned to specific blocks of time must be reassessed and redistributed. When you have solved that problem and are back on track, you then reassign the values yet again so that you’re not spending time doing things that now aren’t needed. None of that happens if you don’t value time as a precious commodity.

You also have to be aware that the same activities can carry different values in different situations. For example, wandering around a house with a coffee can be essential think time for a writer. For a train driver, it means they have skipped work and there are a lot of angry people waiting on a platform somewhere.

The same rules don’t always apply.

So to achieve good time management and get stuff done, appreciate the value of time. Evaluate and reevaluate it. Never take it for granted and never just slip into the habit of using it up for the hell of it.

One last thing: it is also imperative that you don’t take the time of others for granted too. Value their time. If you send someone a work email on a Sunday, for example, and it doesn’t go frontloaded with an apology you’re effectively saying you don’t value their weekend time unless it’s about a project you are both working on together and have agreed to communicate on over those periods. Even if they are choosing to work, that’s their time (thank them for that later). Draft the mail and send it on Monday. If you do have your team working the weekend, feel bad about it. Really. That will help you get better at managing the situation to avoid it happening in future. The worst thing is that you start to take it for granted. Because when the value of time slips, so will effectiveness and productivity.

Time must be valued and treated as sacred for you and everyone else to stay productive. And if that’s not reason enough, keep in mind that it eventually runs out for all of us. You’ll want to feel you used it wisely.


Children’s media is is like a warm, difficult, thrilling, heartbreaking, wonderful vortex of conflicts. Too many to cover in a single post. The obvious example is: what is the product? If you’re making television shows, that’s the product, right? No. Because that’s not what most people are paying for. Your target audience gets it free. Commercial broadcasters are selling ad space and so in a way the audience is the product while others sell products to that audience. What were once secondary revenue streams in licensing are now primary revenue streams for many in the business so toys are the product. And it goes on. That realisation can taint everything. It could make you disillusioned and cynical, unable to put your heart into it. Or it could motivate you to milk those kids for all they’re worth and I’m not sure that’s a good thing either.

What about the audience themselves? Who are you making the content for? Regular readers will know that audience awareness is a huge thing for me and years of time, experience and research goes into shaping content that works for my audience: young children. For me, they always come first.

But the buyers are adults.

TV channels are run by grown ups. Distributors? Yep, grown ups. Even parents who are the gatekeepers of content in their own homes are grown ups. And as is well covered on this blog, children and adults are not the same. They like different things. Some of those adults are very in tune with kids. But not all. And even those who know kids well can still be swayed by their own adult sensibilities just as we all are. That’s normal and to be expected.

So you can pitch to the adults and get your show on television but will it work for kids? Or you can make the best content for kids that few adults see the value of so it never gets a chance. Can you satisfy both? Should you?

These are just the tip of the iceberg. Conflicts everywhere.

So how we resolve these conflicts? Unfortunately most of them can’t be resolved. They are tied into the very core of kids’ media. What is important as you work in this area is that you recognise the conflicts when you find them and you make an active decision on where you stand with them. Otherwise you are navigating at random. For me, my focus is delivering the best for the children themselves. On forming Mooshku, our mission became: if it’s not good for your kids, we don’t make it. On content not being the actual product, I made the decision years ago to treat it as the product regardless. That way I know I’m always aiming to deliver the best package in a TV show, app or anything else. But these are not the only ways to look at children’s media. The conflicts still exist.

Your approach, your own stance on all these conflicts will be your own. What is key is that you have a stance.

A couple of other things:


Next week on Thursday the 12th, I’ll be presenting a case study masterclass at Animation Dingle titled FROM BLANK PAGE TO THE BIG PITCH. Using MILLIE AND MR FLUFF as a case study, I’ll be talking through the process of taking a concept from the beginning of an idea all the way to being ready for that green light – development, pitching, tips and pitfalls and a glimpse into our rather unique production methods for Millie. Details will be up on the ANIMATION DINGLE site!

Lastly, it’s great to announce that a few of my projects have been nominated for the Irish Animation Awards. Planet Cosmo is nominated in the Kids’ Choice category and Best Writer. My app Dino Dog is nominated for Best Animation For Apps And Gaming. And Punky, which I script edited and was creative director on is also in the Kids’ Choice and Best Writer (Andrew Brenner) categories. So that’s nice!


Don’t worry, we’ll fix it in post. When you see it with sound, it will work much better. Sure it seems wrong now but the story will come together in the animatic. We’ll let that scene go but the scenes around it will give it context. Ah, what do kids know anyway?

Making shows and media is hard. Sure, it can be fun and we’ll all talk about it with a smile to people who aren’t in the business but you and I know that it can be hard. There are so many places for things to go wrong. And fixing mistakes? Production problems? Making stuff work that really doesn’t? That’s a nightmare. It can send problems down the entire chain of production and on to the screen.

So how do we avoid that? Well… you know all those places it can go wrong? You make sure that each one of those stages is, instead, carried out correctly from the very beginning. I make it sound so easy! The thing is, every time you get a step right it becomes harder to get the entire process wrong. The earlier you start to get it right the better.

Let’s look at a real example: an animated television episode.

We will assume the concept is already in place (if not, get that right first). So you have your characters, your setting and you know what the show is about. You may even have scripts already. That’s a good start. But this individual episode is all new.

You start with the story idea. Just the very basics, often a one-line concept. If this concept is good, it could lead to 100 different stories and many if not most of them could be really great. So get it right first. Work through lots of ideas and pick the best or pick one that really inspires.

Once you have that idea right, the next stage becomes easier: plotting the story. You’ve got to get this right because your script will be much harder if you don’t. You need to know what happens and if there are early story problems they will become apparent here. Work at getting this right and you’ll have a much easier task on the next really important part: writing the script.

Now your script has to be good because that defines the whole episode. Pulling a good episode from a bad script? Forget about it. Get your script right and the storyboard artist will have a much easier job drawing a lovely set of panels. Get those panels right and the animatic will be a breeze. Get the animatic right and your animation… and your scenes… and your sound… and so on.

Get it right the first time and everything becomes easier. It sends that goodness down the entire chain of production. Get it wrong and you’re struggling every single step of the way and you’re looking at your final episode thinking, the next episode might be better. Or worse, thinking that it’s awesome while everyone else is hoping the next episode might be better.

So start at the start and get your story and your script right. Only let it go to the next stage when these are good. Build on each step rather than constantly trying to paper over the previous one. It can be hard work up front and you might wonder if there is really value in torturing over some of the details but your future self or your director or your whole team will benefit. More importantly, the kids will love what you make.


On a related and not coincidental note, Nelly and Nora from Geronimo Productions launched in Ireland this week. I had the pleasure of working as script editor on the show with two great writers – Andrew Brenner and Emma Hogan. Both of them worked incredibly hard early on crafting lovely stories to get those first stages right and begin the chain of events that would lead to what are now lovely episodes for young children. The core of what those episodes achieve was all there in the scripts and so the production team could spend their time making them wonderful (and that’s just what they’ve done). There are 52 episodes now airing on RTEjr and going global very soon. If you have children, look out for it.



Last week, I was in Edinburgh to take part in a panel discussion on gamification, organised by IPA Scotland and Creative Edinburgh. Thanks so much to all involved for the invitation, the conversation and the hospitality. We had a very broad mix of interesting panellists all doing different things and each offering something unique. Being in children’s media with a background in television, I questioned initially just how close I actually am to gamification. But in reality, we use the principals in preschool media all the time and I could of course see that directly when I took some of those principals and applied them to Dino Dog, a digging game for children.

We offer rewards. We often do this as stories unfold but where you’ll see it much more blatantly is in our faux interactive television with our “can you find…?” and “you did it!” and then in apps, patting our audience on the back to keep them going or to nurture that word people love in preschool media: empowerment. Gamification isn’t a million miles away from the James Earl Jones effect, which I have written about here before.

But is it a good thing?

I think it can be a great way to engage children in good media and that is something that can be taken much further in interactive forms such as apps. We can use basic gamification to help children learn to read or count or learn about the world. So yes, it can be a very good thing when used well. But I wonder sometimes about the more long term effects, specifically how we create an expectation for reward or praise for very basic tasks. Isn’t reading its own reward? Isn’t learning to count awesome in itself?

And then what about later in life? There is a little moment of selfishness in my life that stayed with me. It’s not a pretty moment but I’m going to tell you about it right now. I made my first 40 episodes of Fluffy Gardens, my first show. I wrote it and directed and anyone in the business will know the workload that entails. We finally wrapped the series and I thanked each person involved because the show simply would never have been as good without them. It wouldn’t have happened without our producer. There were so many people to thank. And I remember in a quiet moment wondering: who thanks me?

At that point, I had to sit myself down and give myself a stern lecture about this being entirely the wrong question. When you hit a certain point in your career, you become the one who thanks others. And if you’re doing this to be thanked, to seek out that warm sense of validation, you’re doing it for the wrong reasons. Now at certain points people will come back to you and thank you (parents who can see what you’re giving their kids, for example) but you shouldn’t expect it. You should do it because it’s right and because it’s good and because you can make something that you can give to others.

If you have trained yourself in your life to expect that gamified reward, that achievement unlock sound, that warm thanks, that street parade thrown for you, then two things will happen for sure. One – you will be constantly disappointed in your life. Two – you will give up long before you have a chance to do something truly fantastic.

Life is not a well-structured progression of rewards like Link’s Awakening. And Dora won’t always be around to tell us we did it. Gamification can be a great tool to engage people but let’s just be careful about how much or how strongly we use it.

And now with this post written, I’ll get that completion buzz by crossing ‘write site post’ off my to-do list and then watch obsessively how many people share this post on Twitter or Facebook and feel good or bad depending on those numbers…

Dec 10



You might be surprised at the amount of thought and balance that has gone into the credits on shows I’ve made. It seems like a simple thing: people are hired to do jobs, that’s the credit they get. When shows are made by small creative teams, all adding wonderful new layers to your show, it’s rarely that simple. Your Production Assistant may have ended up a Compositor. An Animator may have shifted to Background Designer for a few episodes. And so on. It happens a lot and I love being open to when that happens. There is nothing wrong with people getting help or giving help in different areas.

Where it gets tricky in credits is where one credit might downplay another. For example, if that Animator above designed 5 great backgrounds and yet your main background person designed 290 then it wouldn’t quite seem fair to have both names up there equally. Maybe at this point your Background Designer is renamed Lead Background Designer or the Animator gets an Additional Backgrounds By credit. So credits are like a story in themselves – you have to think of them as a whole and consider the knock-on effect of each part.

I feel this needs to be right because I believe strongly in this: everyone should get proper credit for what they do.

It is important for two reasons. Firstly, the people working on these shows deserve their credit. They’ve earned it and it becomes part of their future calling card. But also because someone else at some point is going to read those credits and that could have an effect. If they see a Character Designer credit on a show with amazing character designs and then hire that person but their design skills don’t quite match because the credit was incorrect, that creates a problem. If someone buys a show on the strength of key talent and that person didn’t do what the credits say they did, that creates a problem. It is as important for others watching that the credits be as correct as possible as it is for the person credited.

So the main take-away here is: credits are actually important. Let’s aim to credit people correctly.

What has me thinking about this is the whole Zoella ghostwriting issue. Zoella, a personality I wasn’t all that much aware of, has a book out. It has done brilliantly as far as I know and it turns out that there was a ghostwriter involved. So people in publishing know this isn’t anything new and think it’s unfair to single out Zoella. I totally agree. My real issue here is nothing to do with Zoella or that there is another writer involved. It is that her book cover says very clearly “A first novel by…”. It’s not just a celebrity endorsement. It may be a flat-out lie. Or it may not be. We don’t know because there is an assumption that this lack of transparency is just fine. Some people have expressed surprise – don’t we know books like this are ghostwritten? Well, no. Because it doesn’t tell us that on the cover. It tells us something else entirely. Either the author’s name on the front of a book means something or it doesn’t. If it means nothing, let’s abandon it altogether so we’re not in misleading or false advertising scenarios. If it does mean something, then make it mean something. There is absolutely nothing wrong with writers getting help or having multiple writers so, in this case and in other ghostwriting cases, how about just crediting the other writer on the cover too? Or have a Presents credit on the cover, with the real author’s name on the inside (like the Fighting Fantasy books).

Either way gives the proper people credit while also not misleading the people reading those credits. If credits are allowed to become meaningless… well, then credits becomes meaningless.


When I pick up my Creating A Show posts, I’ll be getting into pitching. Pitching is a crucial stage and rarely easy but there is some fun to be had with it too. For introverts, though, pitching can sometimes seem terrifying, daunting or just something we’d really rather not do. As someone who has been labelled a ‘high-functioning introvert’ in the past, I might gather some thoughts and do a Pitching For Introverts post someday but, right now, I wanted to just point out one advantage many introverts have while pitching. There are generalisations here and everyone is different but many introverts should recognise what I’m describing below. It can give you an edge in a pitch scenario.

Here it is: introverts are rarely surprised.

Many of us spend a huge amount of time in our own heads. We play things out over and over, especially when we know a stressful scenario is coming our way. Now preparation is key to pitching or indeed anything else so I would always advise as much preparation as possible for anyone but often we introverts take that much further, whether we like it or not. We play out a gatekeeper asking us the roughest, toughest questions. We see them poking holes in our concepts. We watch as they pick up our show bible, find that one gaping flaw and then fling it into the bin. And we do this while getting dressed, while eating breakfast and at 4 in the morning when we should be asleep. Over and over again. We can be our own worst enemy when it comes to confidence but not when it comes to exploring potential outcomes.

So by the time we walk into that meeting, there is very little chance that something will happen that we haven’t already played out a hundred times. And usually it goes much, much better.

This is a good thing. We can identify problems before they happen. If we need to make a change, we can. If we know something might be a tricky issue but there is a good reason why certain decisions were made, we have those responses prepared. Things get easier and better the more times we do them. And for many of us, the first time we pitch a project to someone isn’t really the first time we’ve pitched it because we have driven ourselves demented with the conversation for weeks in advance. So we go in better.

I’m not saying extroverts don’t do this too. We’re all different but I know some extroverts seem to play things out live and in the moment more than the introverts. But whatever kind of person we are, I think the main thing is to be prepared. Whether by structured preparation time or the repetive mental run throughs (preferably both), play it out all kinds of different ways. Try not to be taken by surprise. Be open. But not surprised. And that’s where we can have an advantage.

Nov 26

Go deeper


I like lasagne. I like to think I know a good lasagne from a bad lasagne, at least to my particular tastes. If a chef makes a lasagne that is absolutely disgusting, I don’t need to know how lasagne is made to be critical of that lasagne. I certainly don’t need to be able to make a better one in order to earn the right to be critical.

The point here most likely seems obvious already – if we have an interest in a particular subject, we don’t necessarily need to have all the skills ourselves to know good from bad. If you love action cartoons, for example, and have grown up immersing yourself in them, there is a good chance you would be able to sit at a desk approving or rejecting action cartoons. Or you could be a critic and write up reviews.

The difficulty, however, comes when you actually have to make something better.

In my first example, I can’t help a chef make a better lasagne because I’m not a chef and I don’t know how lasagne is made. I can’t tell them what they did wrong. I can’t give pointers on better ingredients to use. And I certainly can’t step in and demonstrate how to make a great lasagne.

My usefulness ends at being able to say if I like it or not.

So if you want to make content, it is not enough to have just looked at similar content. You have to go deeper. You have to take an interest in the process. You have to look at the ingredients, you have to learn how others have made things in the past – getting the recipes where possible. You have to know how and why people got to their end results. The theory, the history and the practice. Most of all, you then need to work at it – try, examine what went wrong or right and try again. Adjust your recipe as you learn more.

I won’t ever be able to make a great lasagne by just looking at a well-prepared one. And we can’t make great content just by looking at the finished product either. Go deeper.


Finding our new zookeeper character was about asking the right questions. Who will bring a child into the show? Who will kids relate to? Who will compliment our tiger character? Who can drive stories? You might notice that these are all about what the character will achieve for the show and the audience. The questions are not so much about the character itself. Having a clear sense of the needs informs the character. Once you are certain on those needs, you can move on to questions about the character, who they are and what they like and dislike and so on.

Answering these questions took some time but, once the goals were clear, the basics of Millie and a whole lot more fell into place remarkably quickly. I had an idea of who she was, what she looked like and a name. Showing kids early on revealed that they were attracted to the designs, although more testing would come later. I also was clear on how she could fit into the stories, even though that meant a lot would have to be reworked or replaced entirely so that she could drive the narrative rather than being sandwiched into what effectively were just Mr Fluff stories.


Oh yes, Mr Fluff got a name too. Mr Fluffington-Strypes, gentleman and master of disguise. The name sounded more than a little posh and yet the fluff made him cuddly, approachable and loveable – and that’s the true Mr Fluff once you get past the airs and graces.

And while these two characters were worked up as designs, the show found its look. A rougher, patchier version of what would eventually become the visual style of the show. Mr Fluff lost his glasses, Millie got younger and cuter and the crayon-like feel for the design happened naturally during this development.


It seemed like it took so long to figure out what this idea would become. So much searching and pausing and wondering. But as soon as Millie became clear, it felt like the framework of this show formed almost overnight. Was it all there yet? No. Of course not. There was much left to flesh out, to test, to challenge and then pull together but the ingredients of the show were in place. And the thing about all the next phases of development is that, unless the visual design bombed with kids (and I knew it was working to a point – I had one challenge to overcome later), the top line pitch of this show would remain intact.

Finally this was a show I could take to a broadcaster.

Or to put it another way, I now had no excuse to hold it back. No reason to procrastinate. No way of justifying tinkering away at it for a few more months. Because truth be told, I think many of us creators would be happier working at our idea than sitting across a desk from a gatekeeper trying to convince them that we have something interesting.

I could make up no more reasons to avoid putting a two-page pitch document together and start showing it to people. The pitch phase was about to begin. One of the toughest and yet most exciting parts of the process.


This post follows on from Creating A Show Part 1 and Part 2.

While working up the new zookeeper character, I knew I would soon have to answer a very important question: what is this? Is it a book, a TV show, a game, an app or something else entirely?

Transmedia is the easy answer but it is not always helpful. Yes, characters and brands often have to work across forms but, personally, I believe you need to know your core platform. Mainly because every form of media is different and the needs of each form are different. So if you’re aiming for all of them at once, I find one of two situations occur: A) you don’t realise the differences in each form and so fail to make the most of the strengths in any form or B) you know the needs of each form and shave the edges off your project so it works for any of them, diluting it to bland nothingness in the process.

For me, I have to know the core form. It’s that old idea of knowing your target if you’re expecting to hit anything at all.

Here are some things the media form will dictate:

Length and complexity.
The strength of focus on narrative.
The forms of humour (Slapstick? Wordplay?).
The visual design (you can rest on a page in a picture book. Not so with TV).
The amount of stories required (if it’s TV, you need a LOT of stories).
Cost of development (when you get into animation or coding, costs shoot up).
Your relevant gatekeepers (got to know who you’re selling to).
The amount and type of partners needed.

There are many more aspects affected by the chosen form of media so it is crucial to know what you’re aiming for. You can change direction along the way of course but best to nail down an initial strategy and see it through as far as possible. And while we may just assume the primary form is the one we are most familiar with, that is not always what is best for the particular project.

So I had to decide. What would it be?

An interactive app or a game? Maybe… but I found myself concentrating on narrative and humour that could contribute to an interactive app but might not necessarily be the primary focus. I set that idea aside as something to revisit later. I knew it could be a great book, whether published physically or digitally. I still think it can be a great book. I can see the page layouts, the wordplay, even some fun printing tricks such as textured sections and sticky jammy parts. Perfect fun for preschoolers. So I was leaning towards a book for a while.

But I chose television as the first platform for this concept. Why? Because of what motion could add to the slapstick I was aiming for. Yes, a lot of that can come through in a book but this fast-paced silliness was almost begging me to make it move. I was also finding that the concept kept handing me new stories. They were short, basic ideas, almost like sketches and I knew not all of them would work when I finally got the zookeeper character right but, nevertheless, the stories kept coming. Television loves volume and this show could run and run. It was a well of little preschool comedy ideas.

This concept was a television show first and foremost and that brought me back to very familiar territory.

I can’t state strongly enough how important it is to know what your primary form is, even if you want your stories to eventually spin off to everything else too. There are so many variables in creating content and navigating through the choices is not always easy. So every time you make a solid decision, you gain even more focus. It informs all those other choices and offers you a clear direction. You will still have many things to work out but you’ll be doing it with a strong target. You know what you have to hit.

Know what it is you’re making.

And now that I knew what this was, I just had to sort this little zookeeper character.