Scott's two cents on the Future of Motion and his love for brownies.

Meet Scott. Our visionary Design Director. ??

Don’t be fooled by the Hugh Grant accent, Scott is still a true Yorkshire lad at heart. With cracking good banter, cheeky wit and a heart of gold, this man is what most would refer to as a damn good egg.

To our team, Scott is a breath of fresh air (scent: freshly cut grass), consistently charming (no matter the drought) and with a sense of unshakable positivity (trust us, we’ve tried shaking it).

To our clients, he’s an agile and inventive thinker - pushing for new and exciting creative opportunities within the constraints of any brief, with a humble demeanour that shies away from any form of compliments or acclaim, despite his worthiness.??

We quiz Scott Wrightson on all things motion;

With motion making major waves, how integral has it and animation been to your design process in recent years??

Motion has given me the ability to convey information in a unique and exciting way. I can tell an engaging story through one animated loop, or demonstrate a brand’s key offering with an adaptive logo. It’s becoming more and more prominent in the work we produce, as we better learn how to utilise the many perks of motion design.

How has the transition to motion graphics changed the design space??

Motion has given designers the ability to rethink our approach when developing a brand identity. While it’s nice to add extra touches of animation to a project, there’s also a huge opportunity to think about the brand from a motion-first standpoint. Can we tell this brand’s story through movement? Can a fluid, adaptive logo serve this brand better than a traditional static mark? There are so many avenues we can explore to help bring brands to life.

How integral will 3D animation be to design throughout 2022 and beyond??

3D has already reached peak accessibility where it can be utilised seamlessly by small studios right through to the world’s top agencies. An amazing storytelling device, it allows creatives to build whole new worlds for their brands. Studios such as Never Sit Still and The Funktion, as well as independent designers like Nacho Velasco, are doing an incredible job in this space.

As Smack Bang’s Design Director, what do you predict will be the most powerful trends this year and heading into 2023??

I’m not a huge fan of trends. I love being surprised by new ideas — seeing studios and clients taking risks and actively going against the grain. However, I do think 3D will continue to rapidly grow, in addition to more traditional crafts like stop-motion.

What’s your favourite snack?

A Yorkshire cake called Parkin — no one outside my hometown has ever heard of it, but it’s an absolute treat! Second place would be a nice big slab of brownie.?