Marc Craste didn't find his way until he found his way back home. "I started in Sydney and was working [there] during my 20s doing 2D animation which was inspired by seeing Disney films as a kid," explains the senior animation director at London's Studio AKA. "I wanted to do more animation, but it didn't really go very far in Sydney, working on relatively inconsequential stuff. When I was there, I saw some show reels of English commercial houses." Turns out, "I was born in London and had a British passport, so I came over here to work about ten, eleven years ago, landed in this place and have been here ever since."
Finally on home turf, Craste directed Jojo in the Stars, the 2004 BAFTA-winning animated short about subversive android lust, which helped to give his animation career a big boost, eventually leading to intriguing, recent spots that include adverts for U.K. bank Lloyds, and Guinness's recent "Rugby" spot.
Craste has always emphasized that JoJo was a reaction against the commercial world, but it's no secret that any good piece of entertainment is sure to attract admirers from those circles. On Guinness, "the agency guys loved Jojo in the Stars," he says. "They'd seen it and loved it, and wanted something that looked and felt a lot like that."