Cre­ation ef­fects

Noel Pow­ell, the mas­ter­mind be­hind Cre­ation Ef­fects, talks us through his rise and rise

3D World - - CONTENTS -

Dis­cover this range of cre­ative tools for Af­ter Ef­fects

“Iwas an artist be­fore I ever touched a com­puter. Even as a kid, peo­ple would of­ten com­mis­sion me for por­traits and il­lus­tra­tions,” says Cre­ation Ef­fects founder Noel Pow­ell. Since 2012 he has been the solo mas­ter­mind be­hind a se­ries of in­creas­ingly in­no­va­tive Adobe Af­ter Ef­fects tem­plates, but in the early days he had dif­fer­ent am­bi­tions. The son of two mis­sion­ar­ies cre­at­ing writ­ing sys­tems for un­writ­ten lan­guages in West Africa, he would spend much of his time alone in his room, draw­ing and watching movies. “I was de­ter­mined to be a fa­mous Hol­ly­wood di­rec­tor,” Pow­ell ad­mits. “As I got older, I came to re­alise I was lack­ing an im­por­tant com­po­nent, the right per­son­al­ity. I don’t like telling peo­ple what to do and I don’t like do­ing what peo­ple tell me. That left me with one op­tion: work­ing for my­self, by my­self. A lonely ex­is­tence? Sure. I love it.”

Af­ter his stud­ies in fine art and mul­ti­me­dia com­mu­ni­ca­tions, Pow­ell be­gan work­ing in cor­po­rate video pro­duc­tion and graphic design. He con­tin­ues: “As my soul was slowly dy­ing, I started shoot­ing and sell­ing stock footage on the side. The mi­cro­s­tock in­dus­try was less com­pet­i­tive then, and it wasn’t long be­fore I was mak­ing enough to quit my day job and go full time with it.”

As Pow­ell continued to branch out, he be­came hooked on Adobe Af­ter Ef­fects and the cre­ative pos­si­bil­i­ties it pre­sented. “Once I had cre­ated a good num­ber of Af­ter Ef­fects tem­plates, I de­cided to make a web­site and put the best tem­plates on it just to see what

“I have al­ways tried to ex­plore the bound­aries of what Is pos­si­ble In af­ter ef­fects. I choose ef­fects that ed­i­tors or an­i­ma­tors wouldn’t nor­mally think are pos­si­ble to cre­ate” Noel Pow­ell, Cre­ation Ef­fects founder

would hap­pen. I called it Cre­ation Ef­fects,” adds Pow­ell.

Cre­ation Ef­fects is com­prised of a unique se­lec­tion of Adobe Af­ter Ef­fects tem­plates, but as Pow­ell makes clear, they are not what users might ex­pect. “You won’t find any lower thirds or slideshows at Cre­ation Ef­fects. Ac­tu­ally, cus­tomers con­stantly and mis­tak­enly re­fer to them as ‘plug­ins’ be­cause, in a way, they en­hance the ca­pa­bil­i­ties of Af­ter Ef­fects.”

He con­tin­ues: “Ink bleeds, flocks of birds, cus­tom 3D books, pen­cil sketch ef­fects and au­rora bo­re­alis are a few ex­am­ples of the cus­tom ef­fects you can find on the site. I have al­ways tried to ex­plore the bound­aries of what is pos­si­ble in Af­ter Ef­fects. I choose ef­fects that ed­i­tors or an­i­ma­tors wouldn’t nor­mally think are pos­si­ble, or prac­ti­cal, to cre­ate.”

It didn’t take long for Cre­ation Ef­fects to be­come a hit with the Af­ter Ef­fects com­mu­nity, but de­spite the suc­cess, Pow­ell in­sists he is not cut out for the busi­ness end of things. “I’m not a busi­ness­man. The cre­ative part of this gig comes nat­u­rally to me, and I don’t even see it as work be­cause it’s just so much fun. But the mar­ket­ing, in­cor­po­ra­tion, net­work­ing and other as­pects have been a night­mare for me,” he ex­plains. “I can’t hon­estly say I’m a one-man op­er­a­tion any­more. Dan Ben­son, en­tre­pre­neur and my best friend since high school has re­cently joined Cre­ation Ef­fects to han­dle the busi­ness and mar­ket­ing as­pects, so that I can fo­cus on cre­at­ing tem­plates. I don’t see him as an em­ployee, more like a trusted friend who’s will­ing to do all the stuff I don’t want to do. The suc­cess the site has seen al­most en­tirely through word of mouth has been amaz­ing, but in a few short months Dan has brought Cre­ation Ef­fects to an­other level.”

As his cre­ation con­tin­ues to grow, Pow­ell has be­gun to see how and where the ef­fects are used across a broad spectrum of mu­sic

Each of Cre­ation Ef­fects’ tem­plates takes months to cre­ate, and comes loaded with cus­tomis­able op­tions and a video tu­to­rial

in 2017 Pow­ell was fea­tured on Pond5’s blog on their list of the ‘Best sell­ing Mo­tion graph­ics Artists’

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