Art&Graft's 'In Pursuit of Magic': A Self-Initiated Ode to Creative Process

Art&Graft, a studio located in London, has unveiled 'In Pursuit of Magic,' an animated short film that took two years to complete with the efforts of 42 team members. The project was sparked by the inquiry, 'What does the pursuit of magic mean to you?' and showcases five distinct characters: Explorer, Bird, Skateboarder, Trumpet Player, and Wagon, each depicted in unique styles. Creative director Stephen Middleton describes the work as 'a love letter to creativity.' The production process reflected the film's essence, with segments developed independently, while sound partner Zelig Sound collaborated without prior knowledge of the visuals. This film is part of Art&Graft's 'Sparks' initiative, which promotes self-initiated projects. Founder Mike Moloney emphasizes the significance of creating art for personal expression beyond commercial interests. Its tagline reads: 'An expression of the creative call that drives us forward.'