30 Years of The Mill | Senior Animator, Navdeep Singh

To celebrate ‘30 Years Of The Mill’ we are turning our focus to the extraordinary people behind our creativity. We asked a snapshot of 30 Makers from across The Mill to share their most inspiring projects from the past, alongside their future-facing insights on the advertising industry and evolution of creative technology. Read below to discover how Peta's '98% Human' influenced Senior Animator, Navdeep Singh and why he believes AI could be the future of advertising.
Community December 8, 2020

What piece of work do you believe pushed the boundaries of production creativity & why?

It would have to be Peta ‘98% Human’, I doubt anyone would disagree that it was one of the projects that brought the production quality of The Mill to the absolute next level. There have been instances where I have introduced myself as a Mill artist, to someone from another studio and almost instantly they mention ‘98% Human’. It truly shows how highly rated that spot is throughout our industry. I am glad they made a behind the scenes for it because I can imagine it was quite challenging to explain that the chimpanzee isn’t real.

What will be the most defining change in the creative industry over the next decade?  

I wouldn’t be surprised to see AI commercials popping up within the next decade. I can imagine a process in which you bring your product into a studio, select a layout preset, a robot arm with a camera will then film 5-8 shots, edit it to the music and export it out in various formats. Think of it as a giant commercial vending machine for small-scale companies with less budget.


Discover more about 30 Years of The Mill here. We would like to thank everyone who has been part of our history – our clients, our partners, our collaborators and our staff past and present. All of you have been central to making our first 30 years so extraordinary.

Senior Animator | Navdeep Singh