From Idea to Greenlight: Building the Perfect Animation Pitch

Securing funding or gaining distribution power to bring your creative vision to life is often the difference between a dream becoming a reality and one that never leaves the drawing board.

Many talented artists find themselves at a crossroads when pitching their animations: creating a compelling pitch bible doesn't come naturally, but understanding how to present your animation in the best possible light is key to your success.

In this guide, we demystify the process by offering you clear, actionable steps on how to create an effective pitch bible from our years of experience working with animation studios.

What's A Pitch Bible

A pitch bible is a concise, visually engaging document used to present and sell an animated series or film concept to producers, networks, or investors.

It's a key resource that provides a snapshot of the project's creative vision, tone, and appeal. A pitch bible typically includes an overview of the characters, stories, and designs, but also cues on the financial viability of a project (audience analysis, budget, team, etc.).

Why You Need To Pitch Your Animation Project

The main purpose of a pitch bible is to effectively communicate the unique aspects of the project to capture the interest of decision-makers and convince them of its potential for success. It's a dynamic tool that's adjusted as needed when pitching to different stakeholders with various interests.

With numerous projects competing for attention, a pitch bible helps distinguish your idea from others: it presents a professional and compelling case for the project, while also reflecting preparedness and showing that the team is capable of handling complex projects from conception to delivery.

A pitch bible is also useful when you're hiring animators or an animation studio to present your project. Freelance animators and studios regularly take on client work, so having a clear idea of what you're looking for is a great way to filter them.

1. Story Vision

A compelling vision begins with a strong concept that encapsulates the essence of your animated series.

The title should be memorable and reflect the tone and theme of your show, while the logline—a brief one or two-sentence summary—should hook the audience by succinctly conveying the core premise and intriguing elements of the story. Gravity Falls' creators also specified the genre and a synopsis:

Equally important are the example storylines that will drive your series. They should not only entertain but also resonate on a deeper emotional level, with an overarching narrative thread that will sustain audience interest over multiple episodes. These storylines should highlight key moments, conflicts, and resolutions that will unfold throughout the series to provide a roadmap for how the plot develops and the characters evolve, but you don't have to go into much detail. Here are some story ideas from SpongeBob's pitch bible:

2. Characters

Characters are the core of the story, engaging the audience through their journeys, conflicts, and growth.

• The main characters are the driving force of your animation. They are the protagonists the audience will relate to and root for as they navigate the various challenges and adventures presented in the story. It's crucial to give these characters depth, maybe by including a well-thought-out backstory, clear motivations, and distinct personalities. A successful main character will have a unique voice and appeal that makes them memorable, as well as an arc that shows development over time. Consider their goals, strengths, flaws, and how these elements intertwine to move the plot forward.
• Side characters, while not in the spotlight, also play essential roles: they provide support, create obstacles, and enrich the world of the animation. They can range from companions and mentors to antagonists and comic relief. It’s important to ensure they are not just mere plot devices but have their own nuances and potential mini-arcs that complement the main storyline. Effective side characters also have distinct traits and relationships with the main characters that either challenge or support them, contributing to conflict and resolution.

The writers' bible of Batman: The Animated Series includes extensive descriptions of the characters, including their backgrounds, roles, and character sheets:

3. Concept Art

The visual design of your project is a determining factor, so concept art gives the first glimpse into the world you want to create.

• It should provide a visual sense of the universe in which your story unfolds. Illustrating the setting, whether it be an enchanted forest, a bustling city, or a distant planet. The goal is to capture the uniqueness of the environment, giving a clear idea of where your characters live and interact to convey the mood, cultural influences, and even the color palette of the production.
• You'll also want to showcase the style of your animation. Sleek and futuristic, whimsical and hand-drawn, gritty and realistic, etc. The design tone should match the story.
• It's also important to use concept art to depict key characters, their wardrobes, and essential props, emphasizing how these elements fit within the overall aesthetic of the project to showcase consistency and make it easier for others to visualize the finished product.

Adventure Time's pitch bible has 75% of its space filled with detailed concept art showcasing its world and characters over 38 pages:

4. Format

• Defining your audience is key to deciding the format of your animation, so you should identify the demographic you are aiming to reach―age group, interests, and viewing habits. Are you targeting children, teenagers, young adults, or a family audience? Understanding your target group guides the tone, style, and content of your animation to make it more appealing to viewers.
• Clarify whether your animation is intended as a series or a standalone movie. If it’s a series, specify the number of episodes and the expected duration of each episode. This information helps potential buyers or collaborators gauge the scope of your project and its narrative structure. If it’s a movie, detail the expected runtime and the overall structure, including acts or key segments if applicable.
• Identify the platforms where your animation will be released. Will it be broadcast on television, streamed on a platform like Netflix, Amazon Prime, or Disney+, or distributed through other avenues like YouTube or social media? Each platform has its own set of requirements, and tailoring your pitch to fit these platforms significantly enhances its appeal and feasibility. Highlight any platform-specific features or interactive elements that your animation might incorporate.
• Last but not least, a clear and realistic budget should provide a detailed breakdown of the estimated costs associated with producing your animation. Include pre-production, production, and post-production expenses, covering elements like scriptwriting, voice acting, animation, music, and marketing. Transparency about your finances helps investors understand the financial scope and potential return on investment for your project.

5. Presentation

When it comes to presenting your animation pitch bible, focus on clarity and engagement.

• Make sure your presentation is tailored to your target audience.
• Visuals speak louder than words, so don't be shy to use artwork. Keep your text concise and to the point, with shorter notes that complement your visuals rather than overshadow them.
• Use presentation tools like Keynote or PowerPoint for a more impactful presentation, but you should be able to pitch your project without needing those (think elevator pitch).
• Clearly articulate the inspiration behind your project: stakeholders should understand not just what you're creating, but why it matters to you. This emotional connection is key to winning support.
• Showcase the strengths of your team by emphasizing their expertise. Mention any awards, significant followings, or previous funding that lend credibility to your project. Demonstrating external validation enhances trust.

In SpongeBob's original pitch bible, creator Stephen Hillenburg highlights his extensive experience at Nickelodeon:

You need to practice your presentation multiple times to make sure you can deliver it confidently. Familiarity with your material helps ease your nerves and make your message more compelling.

Conclusion

Creating a pitch bible is an essential step in bringing your animation to life. It should include a basic description of your project, a compelling explanation of your motivation (your "why"), a well-rounded introduction to your team, a clear articulation of your vision, detailed character profiles, engaging concept art, examples of storylines, a realistic budget, and a precise identification of your target audience.

The animation industry is vast and full of opportunities. With the right preparation and a pitch bible that vividly showcases your unique project, the potential to carve your niche isn't a pipe dream. Go out there and share your story with the world!