Fern, an Atlanta-based animation and design studio, is working with tech companies around the world, and hopefully more in Atlanta, to help convey their messages, values and ideas in visual ways.
Co-founder, Animation Director and Illustrator James Mabery said he's focused on creative work for nearly 14 years with big name clients such as AT&T, Nike, Under Armour and Xbox One. It wasn't till about eight years ago that Mabery began thinking of opening his own studio, with a mission to put Atlanta on the map as an illustration hub.
"I knew that what I wanted to offer was something that was missing in the Southeast region: the best animated and illustrated work possible in the South," he said.
After partnering with Michael Cambardella, the studio's partner, writer and producer, Mabery launched Fern about two and a half years ago.
They dedicated the studio name to Mabery's favorite plants---ferns---which are the third oldest vegetation on the planet and come in thousands of variations. The studio, tucked away at the Goat Farm in West Midtown, is littered with potted ferns and fern illustrations. The artists at the studio are even in the early production of an illustrated documentary about ferns.
"It just comes down to liking ferns," he said.
For Mabery, there's no reason clients and artists in the South should feel they have to branch elsewhere to find the right studio to work with. Though Los Angeles, New York and London are the major hubs for animation and illustration, he said Atlanta and the region itself has a lot to offer the community.
"There’s no reason why that level of work should not be produced in the South as well. That’s what I want to bring to it," he said. "As you know, there’s a lot of talent in the South. Rather than studios going to New York and LA in order to get the premium product, you can definitely get that here in your backyard."
Cambardella, who perviously worked with Mabery at Razorfish Atlanta, said he came onboard with Fern after hearing Mabery's vision to help startups, businesses and tech companies tell their complex stories through the art of animation.
"James was telling me the vision for Fern and the idea of it being about storytelling, and a lot of that emphasis being placed on brands and startups, that really appealed to me," he said. "That’s where I started to see that vision of bringing brands’ stories to life through great design and animation. I just feel like it’s only going to get more ubiquitous, the more tech oriented we get."
When first sitting down with a client, Mabery said he likes to hear what the company is all about to better tell its full story. Instead of just focusing on video representation, Mabery said his and Cambardella's background is of a "digital first" mindset, so they'll brainstorm ideas and concepts on how to convey the message, from VR to videos to GIFs to web illustrations.
"We usually just have a conversation and find out what it is they’re about," he said. "All the nooks and crannies of what their company is and obviously ask what it is that we can help them with or what it is they’re trying to achieve."
VMWARE: Beyond the Valley from Fern on Vimeo.
Fern has worked closely with The Ray, an 18-mile stretch of freeway in Georgia dedicated to automotive innovation and research, Alabama Power and even Palo Alto software firm VMware to illustrate ideas in a simple, creative way to an audience.
About 70 to 80 percent of Fern's client work comes outside of Atlanta, though the studio is adamant about wanting to help the local startup scene and their brands.
"It’s kind of unfortunate, but it’s true," Mabery said. "If we do get work here in Atlanta, it’s usually from agencies knowing of us, because we came from that world and so they know of my skill set or Michael’s skillset and knowing what we’re able to bring to the table."
Mabery and Cambardella, who are both self promoting Southerners, believe finding local clients is just as important as representing their own roots, which is why they want to get better acquainted with Atlanta's startups and tech. Cambardella said they meet a need for the burgeoning tech industry to tell their stories in a beautiful, compelling way.
"I think it’s important to me just because I want to tell everyone else in the world that just because we’re Southerners, doesn’t mean we can’t create amazing work that people from other parts of the world can," Mabery said.
"I see a parallel with the tech industry itself---that Atlanta is really starting to make a name for itself," Cambardella said. "We have a similar story, just from the storytelling standpoint."
