Universal content with local touch

By ANAND GURNANI | 23 December, 2009 - 15:19

Nizam Rasak, Managing Director of Animonsta which is a newly established animation studio shared with us how to create ‘Universal Content with local touch’. Nizam’s past experience was the no. 1 animation movie in Malaysia, The Geng which had the 2nd highest box office collection making RM 6.3 million.

With his present property BoBoiBoy which is about an adventure of a group of super kids who fight against Aliens who have invaded earth for coffee, Nizam shared how to get the local touch in your property. He added, “We have based the BoboiBoy on four concepts, universal, unique with local elements, good values and high commercial values.”

He further shared, “The story is more towards alien super powers and so we look at the global content. We want to educate as well as entertain. The characters should have personality and the advertising and merchandizing should be well thought. We are just going to make the pilot but have already secured broadcast on two TV stations.”

So what is Universal content v/s local content. He added, “The thing to show to the broadcaster is that they should know you can do it and position it as a universal concept. Strategically position your content as world content.”

The Animonsta team aims for their IP to travel all around the world in the next 5 years.
“We want to create universal content, we inject a local touch making the content unique, add good values, entertain and educate. Thanks to MSC Malaysia we have growing talent. English is very important for tutorials, dealing with distributors, getting more information and being aware of what is going on in the western part of the world. "

About the look and characters of BoiBoBoy he shared, ”The main characters are a mix of Malay, Chinese and Indian children giving a multi-cultural feel. The story is set in a futuristic KL-like city, so there is local based content spread throughout such as hovering mamak stalls, a fisherman village like "kampong nelayan" and road systems much like Malaysia. Though the setting of the story gives a serious sci-fi tone, the story-telling style is done with jokes and parodies thrown throughout, with the main characters being comical individuals themselves. The whole art-style is a mix between stylized super hero cartoon and with realistic effects and rendering. The series has a bright and vibrant color scheme which is very attractive to children. Character animations are stylized and exaggerated to enhance the action and jokes. Finally the overall design of buildings, characters and props has a distinct style to it giving a unique cartoony look which gives a more enjoyable viewing experience. Any product has to have the ability to relate to the targeted audience. For BoBoiBoy, it’s the same formula but better; the target audience is the world.”

“The X factor is in the characters. If the audience can relate with the characters, they will love and support the characters; watch the show, buy the merchandise etc.” He concluded.