Whether you're commissioning animation for the first time or working with a new studio, understanding the animation process helps set expectations, avoid delays and get the best possible result. At Cub Studio — an award-winning animation studio with over a decade of experience working with clients including the Premier League, ESPN, FIA and MasterClass — we follow a tried and tested seven-step process that keeps projects on track, on budget and on brand.
1 . Briefing
Every great animation starts with a great brief. We begin by getting under the skin of your project - understanding your objectives, target audience, key messages, deadline and budget. The more detail you can give us at this stage, the better. A strong brief shapes everything that follows, from the script and visual style to the tone of voice and choice of music. For clients new to animation, we're happy to guide you through what a good brief looks like.
2. Scripting
The script is the foundation of any animation. Whether you come to us with a finished script or need us to develop one from scratch, we work collaboratively to make sure every word is earning its place. This is the first major sign-off point in the animation process - we don't move to voice-over recording until the script is approved, so it's worth taking the time to get it right here.
3. Style Frames
Style frames are fully illustrated still images that show exactly how the finished animation will look - think of them as pressing pause on the final film. This is where the visual world of your animation comes to life for the first time. We work with your brand guidelines, add a healthy dose of Cub's visual sensibility, and present a set of frames that set the look and feel for everything that follows. Once approved, style frames become the visual bible for the entire production.
4. Voice Over
The right voice can make or break an animation. We can help you source and cast professional voice talent that matches your brand personality and budget — from warm and conversational to authoritative and polished. If you already have a preferred voice artist, or want to record your own team, we're equally happy to work with that. Voice-over is recorded after script sign-off, and the final recording then drives the timing and pacing of the animation itself.
5. Animation
With script, style frames and voice-over all approved, the animation can begin — and this is where the magic happens. Depending on the length and complexity of the project, animation typically takes several weeks. At Cub, our animation process is collaborative and transparent — we share work in progress at agreed milestones so there are no surprises at the end. We work across 2D animation, 3D animation, motion graphics, character animation and mixed media depending on what the project calls for.
6. Audio Mix
Animation without sound is only half the story. Once picture is locked, our audio process brings everything together — sound effects are added, the voice-over is cleaned and polished, and the music track is carefully mixed to complement the visuals. The result is a finished piece where every element — image, voice and sound — works together as one.
7. Sign Off & Delivery
The finished animation is exported to your exact technical specifications - whether that's broadcast broadcast, social media, web or digital out-of-home - and delivered to you ready to go. We handle all the technical side so you don't have to. Then we make a cup of tea, and start thinking about what we're making next.
Ready to start your animation project?
If you'd like to work with Cub Studio or just want to understand more about how the animation process works for your specific project, get in touch. We work with brands, agencies, sports organisations and broadcasters of all sizes.