Monday, October 17, 2011

Mining Story Ideas

Story development is difficult at best (even for the professionals) and nearly impossible for most student candidates, especially during the pressurized semester involving the pre-midpoint scramble to develop thesis project concepts.

In order to get back on creative track, I've suggested to students that they consult some tried-and-true comic material for idea mining. The best iconic, single gag material can be found in one-panel illustrative comedy.



My favorite source material is the one-panel work of Bernard H. Kliban (B. Kliban) who rose to some critical fame in the 70s, his protege, Gary Larson (Far Side) who carried his torch in the 80s, and the cinematic multipanel work of Bill Watterson (Calvin and Hobbes) who was all the rage in the late 80s, early 90s. This single-panel material is concise, the gags clearly identifiable, and the humor bizarre enough to generate some intellectual activity in the viewer, and hopefully, in the blocked thesis story developer (you).



This is not about ripping off ideas that have already been made. The point of the exercise is to assimilate combinations of gags in order to hone your own unique comic voice. Sometimes you just need a little nudge. Without sensitizing yourself to single-panel gag material, you'll not gain the ability to critically assess why bizarre juxtaposition works comically. Single panel work is typically shock-layout material.



I like to keep this type of reference handy for ready inspiration. I've probably read each one of these a dozen times and have pored through dozens more like them.

I believe that you must be a consumer of this material in order to write it. You can't just wear a funny hat during a single course in a masters program and call yourself a writer or an animator. You need to breathe, eat, sleep the medium. If you can't do that, quit now and save yourself some cash.



So, if you get stuck developing comic story in the coming semester, try looking through this type of single-panel comic. Immerse yourself in wacky single-concept humor and let me know how it goes. If you're an animator and you're not looking to develop a comic story, you're probably going in the wrong direction and you should consider transferring to a documentary film program instead.



Watterson's panels are gorgeous and are really conducive to animation layout. His illustration background really shows in his work.



In fact, most graphic novels feature unique layout ideas ... every animator should be familiar with the most successful of the graphic novel illustrators!

Saturday, October 15, 2011

Story Aim

If you are in a MFA program, and you've been invited to present a thesis proposal to a committee, this post is aimed at you, your story, and in truth, your nascent career.

Market drives everything in the world, and no more so than in entertainment. Focus groups and market research drive story development, and for a fee, the-numbers.com will provide you with the likelihood that your project will succeed, based on previous box office results. Believe it or not.

Because market is derived from the vagaries and whimsy of stratified age groups, your project needs to appeal to some section of the market. You can divide it roughly this way:

Age Genre
Range Examples


0-3 Baby Einsteins

4-8 Wiggles, Thomas the Tank Engine
8-12 iCarly, SpongeBob SquarePants, Texting
13-20 Millenials (Born >2000) Vampires, Alternative Rock Bands, Facebooking
21-31 Echoes (Born ~1990s) - Romantic Comedies, Horror Bs, Comedy Central
32-44 Gen-Xers (Born ~1970s) - Action Films, HGTV
45+ Boomers (Born <1960s) - Mysteries, CNN

Market focus is especially important when it comes to choosing your thesis project storyline. Clearly, if all goes well, this project will be your sole calling card to the industry, separating you from the countless children spilling forth from the art mills dumping BFAs into the world. I'm reminded of the Matrix, with it's endless colonies of human batteries. As an MFA candidate, you are special, and the thing that makes you special is your pride and joy, your creative brainchild, your thesis project. You'll invest three years and nearly 100,000.00 in your child, all in the hopes that upon maturity, it will help you guile your way through the heavily guarded Pearly Gates of Industry. Choose poorly, and well, we know what end the hot arch-villain came to in the finale of Indiana Jones and the Last Crusade.

You MUST choose wisely. In the half-decade that I guided young candidates at the AAU, I always counsel these three major points:

1. Choose a story that will mesh with the part of the industry you will choose to work in. For example, if you really want to work at a major, figure out what work they are doing, and build a project that is close to that work. Don't copy it, but understand that when they see your project, they might see you working on THEIR project.

2. Choose a story that suits the medium. Poignant, funny, gag-based material for 3D Character Animation projects. Poignant, funny, action-based material for VFX projects. If you are not sure where you'd like to land, craft your story to serve one of the aforementioned markets. Ask yourself what one of the people in those demographics are watching, what music they are listening to, what comedians they enjoy? Are they watching Nick, Jr. or Adult Swim? Know your market.

3. Choose a project that won't make the viewer throw up or pass out. Pissing off a viewer, upsetting their sensibilities, offering the bird for all humanity to see won't get you closer to working for a button-down major. Everything is corporate and so shall you be when you are chosen. Keep this in mind. If you want to make art films after work, go for it. We need more art films. Don't mix business with iconoclastic nihilism. If you're a trust fund kid you can fall back on that when your Death to the Imperialistic Bastards art film tours the indy circuit.

4. Make sure that the scope of your story does not overreach your time and resources. Too bad they don't teach you about bidding or production or anything necessary to determine which end is up. Know how to determine your story scope. The little GANTT chart you made in pre-production is most likely as flawed as the project understanding it was derived from. Don't bet on it. Get a pro to help you. 100,000.00 is a lot of money to waste on a poor decision made during a single week in a pre-production class.

Story aim is everything. Aim poorly and you'll be back working for the wedding photographer in three years. Aim true, and you'll follow the folks that designed, implemented and succeeded in winning the Student Academy Award for Dragonboy.

A Proper Resume

Last week, I presented my take on the cover letter as an important part of the contemporary outreach package. The cover letter serves to identify you as a passionate artist, culturally adept and someone who is likeable, interesting and, most importantly, a potential co-worker. Without the cover letter, you're just another tool user in the great wash of partially educated tool users pouring out of trade schools, desperately hoping to find work.

The Outreach Package: A Primer.

Your outreach materials should include the following items:

1. Portfolio (web-based streamable .mov mpeq-4 compressed)
2. Portfolio (web-based downloadable .mov mpeg-4 compressed)
3. Resume (.pdf)
4. Vita (.pdf)
5. Cover letter (.pdf)
6. Business card

Since I'm covering these items in a seeming random fashion, let's talk about resume next.

Here's a template. This template is designed to serve the most common resumes, though you may not have industry experience and therefore may have to omit sections.



The idea behind the simplicity of the resume is the rationale of the resume itself: present the facts of your work and educational experience in a manner that is easy to follow, easy to scan, and complements your cover letter and vita (body of work).

Some basic rules:

1. Name/Address

Don't use your street address. Just put your email address, website and cell number in the address tag. Since your resume will be posted all over the internet, you want to retain privacy.
Nobody really cares about your snail mail address anyway, and when they do, they will be your employer.

2. Objective

One or two words will suffice: terms like "Animator" or "Technical Director." HR sorters use this objective to ensure that they've got you placed in the right "stack".

3. Industry Experience

Use this heading if you have industry experience. If you don't, use the following heading instead.

4. Experience

Even if you feel that your prior career is not related, it's important to establish that you held positions that might help you synthesize the collaborative, people-oriented business of entertainment. While meat-packing might not qualify, serving as a marketing liaison in a small internet startup might. If it helps paint a more complete picture of the collaborative or creative you, include it.

5. Education

Do not list high schools. Make sure you use the standard format of listing degrees (See the template for examples). If you haven't yet graduated from a program, place the word "Candidate" after the terminal degree.

6. References

Not necessary in your resume. If you need references, they will ask you for them after you complete a few more rounds of interviews.

7. Skills

Software skills only. Do not list creative skills here. Use your cover to mention your three most salient creative skill sets.

8. Hobbies/Interests

Don't do it. If you feel that you're intense exploration of Peruvian Salt Worms is essential to understanding your inner creative being, place that in your cover letter. I don't care if you like to hang glide or collect stamps featuring WWII-era sidearms.

9. Vita

This is a dynamic section, (often on the first page for young artists), which grows as your career grows. Use the following format.

Wednesday, October 12, 2011

The Power of Story

Before I joined the faculty at the AAU, I had very little formal experience with story development. Certainly, the years of watching feature film and animation shorts provided me with a critical understanding of each medium and the thematic commonalities and structural differences between them. While in film school, I took a story writing course from Paul Lucey, a television writer and an able critic of short-form storytelling. I recommend his book, Story Sense, a complete guide for the novice storyteller, replete with script breakdowns and his own detailed scene-arc formulas.

Prior to film school, I had taken several creative writing courses, an initial touch with science-fiction writer Paul Garson, (The Great Quill), and then three more with T. C. Boyle, who had yet to reach the his critical successes in both short story anthology and feature screenplays.

While soul-searching through my baccalaureate program, I took a few journalism courses as I considered a degree in Journalism and Advertising Copywriting. Dropping further backward in time, I recall that I had briefly served as the Feature Editor for my weekly high school paper, The Tiger, during the first semester of my senior year.

All along, I have been an avid science fiction and fantasy genre reader, involved with the early genesis of Gary Gygax's Dungeons and Dragons and M. A. R. Barker's , Empire of the Petal Throne. These board games required live role-playing, scenario building, and the ability to manage creative gaming teams. I never really thought about the skills that those early days provided to those of us who called themselves dungeon masters. It was a form of creative performance, story development and thematic flow.

However, I had never considered myself a story developer or writer before coming to the AAU. It was only after attending the first round of MFA midpoint reviews in 2005 that I began to help candidates develop story, craft small character arcs, and begin to deal with the exigencies of short form academic project work.

Identifying Emotive Structure

I learned more about short form structure from my colleagues, Chris Armstrong and Tom Bertino as we sat around the table during and after mid-point presentations in the years I worked at AAU. Both had early experience at Hanna Barbera, working in traditional character animation roles, and went on to forge careers in feature character animation with Industrial Light and Magic. Tom is a veritable living encyclopedia of the animation arts, and still teaches the History of Animation course at the school. (If you haven't taken his course, consider it one of the best critical foundation courses available.)

After seven years, I became adept at cutting through complex story baggage, bloated beat timing, excessive physical humor, hackneyed referencing, vast and barren prologues, and a host of typical storytelling traps that new storytellers fall victim to.

Over time, the key to successful short form writing became clear: build a story structure that allows a character to present well-defined motivation. Put another way, a short form writer should create an environment wherein a character can be released and allowed the freedom of predictable reaction, while not telegraphing the twist until the final gag.

Some Simple Rules

In order to craft successful short form animation projects, you have to follow a few simple rules:

(1) limit the number of actors
(2) get into and out of physical gags quickly
(3) understand the power of the camera (cinematic language)
(4) let the performance sell character motivation
(5) build story momentum with iconic character decision-making

Limiting the Actors

In academic production, you're often working solo on a three minute short. You must balance delivery (time budget) with story scope. For example, instead of launching a project with fifteen mimes in a clown car, you'd be best served to present a single mime, late in picking up his fourteen buddies, changing the flat on his clown car. Okay, now make the clown car invisible, like all things mime. Put the invisible clown car on a steep hill. Make it a tremendously hot day. Rinse, repeat.

If you can isolate your character's performance by utilizing a well-defined obstacle, you don't need more than a single character and a single monolithic challenge. The iconic impossibility of the challenge and the off-beat way your character solves his or her puzzle will deliver project success, whether that is a laugh or a poignant pause.

And while we're on the subject of actors, skip dialogue. If pantomime-based stories have proven nearly impossible to pull off in a short arc production program, then consider the difficulty of scripting a dialogue piece and then, once the script is complete, taking the piece into full production, starting with character modeling, rigging, blend shapes and automated dialogue replacement (ADR). Going mo-cap is expensive and has yet to be perfected at the professional level: (see A Christmas Carol or Beowulf).

We'll touch on this later, but dialogue and lip-sync skill sets are best proven in smaller dialogue tests gleaned from specific coursework. You should have several of these on your reel and they'll be sufficient to prove that you can work with both rigged and shaped-driven phoneme animation.

Start On Action

One common error that novice writers commit is a long expository or prologue opener. They spend countless panels in backstory, slowing the pace to a crawl and losing the viewer. If you need a set up for you first gag, tell it visually, through cues. A slow pan along a wall hung with pink picture frames filled with photos of baby can easily introduce the nursery and your main performer. Add a few layered tracks: a music box and some random baby sounds and lift the mix as you move into your opening shot. Whatever you do, get there quickly.

Camera Language

Whether it's an action whip pan after establishing an exterior, a hand held focus/refocus as you track with your main character, or a slow push through a wall, you'll need to spend some time understand effect camera work. This is the absolutely essential silent partner of your short film, and without its help, no matter how crafty your story is, your viewer will walk away unsatisfied. Take a course or buy a book. Understand the basics of stage lines. Understand the basics of cinematography. You don't need to be a DP, but you must learn to use your camera to provide intimacy and grandeur as called for by your character's performance and scene staging.

35mm lensing is great for family photos, but sometimes you need to go wider (< 20mm) for effect. You can enhance a plot point with a super slow motion effect, and on the other hand, simulated time-lapse photography can provide the right story solution: playing with temporal reality is often overlooked.

Emotion as Performance

If you look under the hood of your characters, you should be able to easily identify three major motivators that allow your character to breathe within your structure. Think of your story as if it is a home, and your character, and all of its actions are derived from the detail that you've provided this environment and initial character cues. For example, a massive Viking raider decides to give up pillaging and applies for work with a temp agency. There he is in the waiting room. How do you set up the gags? Do you show him being put through a series of clerical tests? Can you introduce backstory through a thought bubble device? Temp Agency Viking might be funny. You know he won't succeed in any sort of non-pillaging job for long. The audience will be expecting some massive gags as he stumbles his way through a series of jobs that he simply wasn't designed for. You let the character and the structure open new gag routes for you. Let the character take on his own life. Crafting story in this way will never fail you.

Build Momentum

I've heard the three gag rule. You have your protagonist attempt a thing a least three times, with a success on the fourth and final attempt. That seems to work for short form comedy films. Add to this the fact that you need to build the intensity of each attempt until the finale. The weight of the gags adds to the character's perceived frustration with his or her inability to overcome the insurmountable odds you've set before them. Keep the obstacles clear and iconic. You need big action to convey subtlety. The bigger the pose the better the performance sell. Just watch the Warner Brothers Seven Minute shorts. Take a look at the extreme poses and the massive overlap. While you can't do squash and stretch as easily in 3D, you can still craft strong poses to sell your performances.

Make sure your edit quickens as you start overlapping gags. Don't create a series of three or four second shots, paced evenly until the finale. Learn to edit your material so that you are building pace, leading your viewer to the finale, hustling them along your red-herring route to a surprise ending, giving them exactly what they never expected, and having them laugh all the more at the deception. Pacing comes from the better understanding of film editing. Not a bad idea to take a course in film editing, too.

Water Under the Bridge

I have had so many story ideas pitched to me that I've lost count. A very small fraction of those stories are good. Good story development takes time and collaboration. It would be great if you guys could get together and have story workshops, where you pitch your ideas against the mob and see what you get back. There's nothing like a dozen or so writers all banging ideas off one another.

Avoid Psychotic Plots

Keep in mind that your dark, goth, animal sacrifice thesis project will weigh heavily in your portfolio assessment once you've graduated. Sure you'll have a bunch of exercise animation tests to prove your understanding of weight and stage awareness and overlap and all the basics of animation. Your thesis project, however, might just be the evidence of your ability that you'll need to secure your entry position in the field. If your reviewer is so turned off by your subject matter that your .mov ends up in the Recycle Bin, you've lost.

That's not to say that contemplative and poignant pieces cannot be successful: on the contrary. You simply need to show that you can handle the crafting of a start to finish project, convey emotion, do it with quality and attention to detail, and move your audience, whether it be to laughter or tears. Just don't offend them. Do that after you've worked awhile, at least.

I'll analyze specific examples in an upcoming post.

Friday, September 30, 2011

A Simple Bid

Recent program graduates are at a disadvantage when it comes to surviving in the independent contracting market. Most veteran artists are not only confident in their tool skill sets, their troubleshooting ability, their extensive network and their eye, but they have a dozen years of project work experience to rely on when it comes to project bidding.

In my previous post, I outline a general set of considerations that any artist should establish in a new relationship with a client. These apply both to animation and post-production project work.

However, in order to fully comprehend your own investment, in both time and material, you'll need to match the proposed contract with your own internal bid, that is, your understanding of what it will take you to get the job done.

If you don't have an internal bid configured, complete with your own internal production milestones, your project will quickly go off the rails and you will either fail your delivery or provide sub-standard material, both outcomes a considerably less than desirable when you are trying to build a reel in hopes of landing your first pro gig.

Animation

Those of you who studied in school are by now familiar with the amount of time it takes you to complete basic animation tasks: blocking, secondary, lip-sync, and finished animation are all areas that you have no doubt explored. If the quality of the underlying rig is good, if you have access to all the blend-shapes you require, and if the cameras don't change, you can probably bid out a minute of animation for a single character performance.

Let's look at the simplest animation solution: A character walking toward camera while delivering lines over a series of shots in twenty seconds, the typical animation length of a commercial spot. Each shot lasts an average of four seconds, giving you five shots.

You might bid out an hour of animation blocking per second, then another hour per second for the lip-sync. You'll most likely need three takes before you get to secondary animation at an hour per revision, and maybe two more takes before final/finishing animation, say another hour per take on average.

Here's how your internal bid might look:

Initial Blocking = 20 hours
Lip-Sync = 20 hours
Feedback revisions (avg. 3/shot) = 60 hours
Final revisions = 40 hours

Total = 140 hours

At eight hours per day, that's eighteen days, and inserting weekends, about one month. Now this is a rather generic guesstimate, and perhaps these numbers are better suited to a junior artist than an entry-level graduate.

Most bids are doubled in order to get a cushion in case the client goes haywire, shots are changed, rigs are broken and other unforeseen circumstances befall the project. You can see why it is so difficult to profit in this business as an indy contractor. There really is no overhead in bids like this. You will always lose money. With low pay and no pay project work, the question is really simple: "How much will I lose?"

Given the example above, staying with 140 hours (without a buffer), if you were paid at a basic starting animator rate, say $40.00/hour, you might expect to make about $5,600 before taxes. You'll most likely be paid on a 1099-MISC tax class status, which means that you'll need to report and forward your tax basis in the current quarter. Make sure you understand how 1099-MISC tax reporting works.

So that's about $6,000.00 per month, before taxes. If you were working at a large company, you might make more or less depending on your skills, your benefits package and the company you're working for. That's about 72K/year for an entry position. That's close to what I've seen salaries offered for.

So if you were to take this crazy job with the twenty seconds of animation and the lip-sync and the rest, and were to do it for free, you'd be putting in about 6K of your own sweat equity. Something to keep in mind if you somehow lock yourself into delivery without an exit clause.

While I've provided a fairly simple example, your projects will be more complex. Make sure you understand what you're expected to deliver, and go through a process like this one, outlining each iteration step, assigning time for every review point. Keep in mind that tight deliveries mean less iterations and a higher expectation of a single or dual take final!

Let me know if you think my numbers are either too high or too low. I'd like to hear from those of you who have stories to tell, both heartening and horrifying.

Thursday, September 29, 2011

Weighing An Offer

Many of you are wrestling with the realities of a down market: trying to find small independent jobs to keep you afloat while you look for your first big contract. While the entertainment industry can weather recession better than the manufacturing or retail sales sectors, it is still sensitive to fluctuations in the financial markets.

With a massive surplus of animation and post-production grads flooding out of programs around the nation, the competition for entry level positions is fierce. While larger companies like ILM and Disney/Pixar are scaling back, smaller companies are losing business to overseas markets like Canada, England and China. Veterans are leaving full-time positions and are taking up independent contracting as they move from post to post, putting further pressure on entry-level hiring.

Until the animation and post-production studios begin large-scale hiring again, and small shops find a way to compete with offshore studios, you may be forced to look at low-pay or no-pay projects to keep your portfolio growing and your skills sharp. How do you determine whether or not a low-pay/no-pay project will be beneficial to your future job search?

Do the Research

To ensure that the project that you are about to undertake will be conducted in a professional manner you'll need to find out as much as you can about the company or entity that wishes to employ your services.

Have they produced a project before? Do they have an industry reputation, good or bad? Have any of your friends or mentors heard of them? Get a few opinions before you commit.

Some Considerations

You should have a solid understanding of the following aspects of your new production. Use the following list to prepare for your interview with a potential independent low-pay/no-pay project opportunity:

1. Pre-Production Orientation

Get a sense of the project quality and project assets structure before you undertake the project. Depending on your role, you want to make sure that all the parts are in place for your contribution once you accept the contract. Look at the work reel. Have them send you a sample of a finished shot or a teaser cut.

2. Pipeline Overlay

What software will you be using? What additional steps will you be asked to take in order to collaborate with the rest of the team. This is especially important if you will be working remotely. Make sure that you understand the pipeline and how assets will flow between you and the other teams.

3. Review Methodology

How will the company conduct reviews? How often will you receive feedback? If you're an animator, you know how important consistent performance feedback is to your process. You need to make sure that you have access to the artistic directors involved in making the decisions.

4. Workflow

How will you implement client feedback? If you're an animator, and the performance note that you received related to a rigging issue, how will you communicate this to your supervisor? How will the rigging mod be implemented? What is the chain of command that will support your production needs?

5. Milestone Payments

You should find out how you will be paid and how often. Typically, independent contractor are paid on weekly milestones. Sometimes the job is small enough that you are paid on delivery. You need to hammer out the details of your payment structure before you begin. Keep in mind that professional entertainment companies understand the tricky nature of the client review process. If a balky client refuses to accept series of shots, they might refuse to pay your contractor, and if your company has not set up a change order system for overage billing, you might be the one holding the bag when the dust clears. The less professional the company, the more the client can hold them over the fire when it comes to delivery squabbles.

6. Quality of Work

For all low pay/no pay work, you should carefully consider the value of the project with regard to its potential contribution to your port reel. You never know when another job prospect might arise. If you contract on a project, you may be responsible (legally) for finishing it. Make sure that the low-pay project you pick up will benefit you in the long run.

7. Light Scope

In low-pay/no-pay projects like these, keep your overall involvement minimal. You want to remain flexible in case you are picked up on a paying gig elsewhere. Make sure that you build an exit clause into binding contracts. Small non-pay/low-pay project managers should understand your need for a quick exit. Non-professionals will not, and you will need to cover this issue with them before you enter into any binding agreement.

Opportunity

If you can answer all of the questions about your new opportunity with some certitude, and you are reasonably confident that your potential employer is acting in good faith, then use this opportunity to enhance your reel and broaden your network. Sometimes small projects like these lead to large projects. Sometimes a connection made in a small backwater project will lead to a job at a major. The industry is quite small, after all, so if you do commit to this project, give it your best.

Best of luck!

Thursday, September 22, 2011

Outreach Materials

This is the first in a series of articles devoted to helping you craft your outreach materials, including resume, vita, cover letter, website and optionally, a business card. This week we'll start with the cover letter, as many of you are preparing for graduation this fall.

Your Cover Letter: Make It Interesting

Keep in mind that HR personnel sift through tons of material every hiring cycle. You'll want to make sure that each component of your outreach package serves its specific purpose without being redundant. There's nothing as tedious as reading the same material over and over again.

As I taught in my favorite BFA Portfolio Course, and later in the Professional Practices class, the entertainment industry cover is unique to our field. Applicants need to be succinct and interesting in order to lead the reader from first paragraph to last. Your hope is that by the time they read your fourth paragraph, they are pulling out your resume and navigating to your website. They want you to be a solid communicator, fun to work with, and most importantly, interesting. You're applying for a job, certainly, but the fact is, you're asking to be part of a community of artists. You must stand out in a way that appeals to this sense of family.

Formula

Keep in mind that the cover is simply a support component of your outreach package meant to augment your reel. Clearly, even if you are terrible at writing but have a brilliant reel, there is hope for you. Communication skills are valued, but ultimately it's your reel that will win you the position. I think that many of you are straddling the fence, especially as young interns, apprentices or junior artists trying to break in. A weak cover can't destroy your chances, but a strong cover can tip the scales in your favor.

FACTS versus PASSION

As your cover is meant to support your resume and vita, avoid overlapping data on theses document. Your resume and vita should present the FACTS of your career, both professional and academic. Your cover should help explain your passion behind the career decisions you've made. We'll go into your resume and vita next week.

This is the basic cover formula that I've developed over the past twenty years, first with my own cover, and later, while I reviewed submissions for the various companies I worked for, I began to note those letters that resonated with me...

Salutation: To Ms. or Not To Ms.

The best way to approach a company position is through an inside connection. If you have a good friend already in a company, have them provide a name, and if possible, have them hand your materials directly to them. Some companies offer bounties for inside recruitment of quality artists.

If you don't have a connection, see if you can find out who the head recruiter is from LinkedIN. Address the chief recruiter if you can identify who they are from your research, otherwise it's best to use the generic Recruiting Department title. Use Ms. instead of Mrs where applicable.

Paragraph Uno (Declaration)

Your declaration paragraph should simply help the reader sort your job aim. Address your goals with the company and where you found your job listing. A simple sentence like: "I would like to apply for the position of character animator posted on Craig's List." A short qualification sentence may follow this one, speaking to why you feel it would be a good fit for your skill sets. Keep it short. You have three more paragraphs with which to wow them.

Paragraph Two (Company)

This paragraph should provide a deeper insight into your understanding of the company, their products, their history, their community and the way they do business. DO THE RESEARCH. Find articles about the company, their principles and the work, and make sure that you are able to provide some small bit of interesting information about the company as it relates to your, your work, and your own history.

Simple pleasantries and blatant fawning is so transparent. You don't want to lavish them with praise. That's what a fanboy/girl does. Your a professional now. You need to treat with your future employer as a professional designer might. Three to four sentences are more than enough.

If you craft paragraph two properly, you'll draw the reader into paragraph three, the most important paragraph of your cover.

Paragraph Three (You)

This paragraph should help the reader understand the path that you've taken (recently) in preparation for this position. Make sure that you focus on the support aspects of your training, not just the technical material. You'll have a technical listing on your resume. Show the reader that you've benefited from your advanced education in design, theory, and practicum. Make sure that you mention (drop names) of a few of the more important mentors in your academic path (put company references in parenthesis after the names). Using names of your important teachers as your inspiration helps leverage your cover with the careers of your mentors, and most likely the reader will have some knowledge (or can find information) about your teachers philosophy, background and qualifications. This is important. Keep this paragraph to no more than six or seven sentences.

Paragraph Four (Special Qualifications)

This is your final paragraph. If you have served in some interesting jobs prior to school, were in the military, worked at another company, had another career, this is where you can mention how this experience will help in with respect to your new position. Be brief. Tantalize them. Use this paragraph to explain odd gaps in your resume or other 90 degree career path swings.

Here's are two versions of the same cover letter. Which do you feel is more compelling?

Original:



Edited: