This book discusses the key principles and processes involved in animation; from finding and researching a concept, through the preparation and techniques used, to the execution of the work. Each stage is carefully detailed, and the new accessible and affordable technologies that are liberating the creative process are included. The second part of the book explores the links animation has to the styles and narratives of popular culture, aligning theory and ideas to a variety of processes and practices by analyzing previous work and by studying current student an commercial work. On top of this, a practical section at the end deals with career paths, portfolios and the structure of the creative industries; invaluable for any aspiring professional.