Profile: Yasmeen Ismail, Sweetworld, London
Name
Yasmeen Ismail
Business
Sweetworld Animation
Location
Shoreditch, London
Website
Describe yourself in three words…
Ambitious, Goofy, Happy
Tell us about your background…
I have always enjoyed drawing and I’ve known that I wanted to be an animator since I was very young. The decision was very easy for me. I studied Animation in IADT in Dublin, Ireland and moved to London to seek my fortune in 2003. After working as a freelancer in a few studios, I set up the business Sweetworld with Sandra Salter.
Tell us about what you do!
I do everything! I animate, produce, direct, do the accounts, clean up, and make tea. It’s great that I get to do all sorts of things. When I have time I try and press on with making a new film. I love to make beautiful and gorgeous animation. My last personal film was a while ago “Love Triangle”, for Channel 4. I am keen to do more though, and work with more mixed mediums and play a bit with colour and texture. It’s something I am always chasing, the perfect film.
The most important thing I do is find amazing work, like Fergal Brennan and his music videos. You can see “Hello night crow” by Sanso-Xtro on our website.
What inspired you to launch your own business?
There was a little voice in my chest yelling “Yeah! Why not? What have you got to lose?” So I followed it. It’s easier with two people. Sandra and I supported and inspired each other. We weren’t just doing it for ourselves it was for one another.
What’s your proudest moment so far?
Winning a British Animation Award for a film we co-directed, “Measles” for Amnesty International. It was so unexpected. The party afterwards was immense and as I walked across the Thames at 3 in the morning, in the quiet and surrounded by the London lights, I felt that I had really achieved something.
And your greatest project?
It depends on your definition of “great”. “Filmflex”, directed by Ed Barrett (which you can see on our website www.sweetworld.tv), was the most fun, most interesting and most challenging to work on. And the results are magic. It was my favourite project. It was great to see a true talent at work.
Who or what inspires you?
Other filmmakers. Other animators. Just recently Emma Lazenby won a BAFTA for her short “Mother of Many”. I worked with her once in 2006 and she is so lovely. I don’t know her so well, but watching her win a BAFTA was totally inspiring. That’s why today, after I finish this interview I am going to really dive into my film. She is an inspiration. Well done Emma!
What do you hope to be doing in five years time?
I hope to be directing the third season of an extremely popular and lucrative tv series! Ha ha! No really that would be ace. We have a little something in the pipeline, but I’m too scared to even think about it. I don’t want to jinx it too much by talking about it… also I am contractually obliged not to! Watch this space and fingers crossed!
When you aren’t running your creative business, you are…?
Laughing, having a beer, going to the movies, walking, hanging out with the cat, eating delicious food and worrying… not necessarily in that order or at the same time. Some of these things I do more than others.
Anything exciting ongoing or in the pipeline?
See the “five years time” question above. Otherwise, just working on the usual. Hoping to get a new director on board who is amazing and extremely witty. We want more commercial work, more music promos and more great working relationships with new clients.
Finally, any words of wisdom to other creative people?
Ooo-er, well, work hard. It is all about grafting. And don’t be shy to ask for advice. You would be surprised as to how many people would be very flattered that you came to them. Oh, and don’t let other people get you down, you are a much nicer person than you think.
