AWARD: DiA Prize for Commercial Potential

18 June 2014

Edinburgh College of Art Winner: Thomas Fraser.

Thomas Fraser, a graduate of the Animation programme at Edinburgh College of Art, has won the Design in Action Prize for Commercial Potential with his project ‘Avocado Bear’.

‘Avocado Bear’, a short children’s animation using digital 2-D techniques, follows the emotional quest of a particularly grumpy, over-ripe bear as he attempts to recover his most valued possession.

‘Though unashamedly cutesy and playful, essentially it’s a modern fable about dealing with change and discovering what’s truly important’, says Thomas. ‘[The] film celebrates the physical craft of animation and attempts to retain a sense of the human touch in an effort to bring greater warmth and honesty to its created world’.

Michael Marra, Deputy Director of Design in Action, was impressed not only with the animation itself but also the potential for growing Avocado Bear into a brand having seen Thomas’ vision encapsulated on mugs, teddies and even onesies! He said ‘Avocado Bear is not just a charming and technically excellent piece of animation but is a fully packaged brand with huge emotional appeal and commercial potential. The work is skilfully positioned and superbly realised. We look forward to seeing Avocado Bear on our screens and in toy stores very soon.’

On receipt of the prize, worth £500, Thomas said ‘Seeing people connect with the film and its characters has been more rewarding than I could have imagined. I’m incredibly grateful to receive the DiA Prize and am looking forward to where Avocado Bear will lead me next!’

To watch the trailer for Avocado Bear, click here:

If you would like to find out more about Thomas or Avocado Bear, please visit:



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