The 2012 Hang Tuah Animation

Azrul Hassani Baharom draws inspiration from his childhood cartoon characters to spearhead his foray into the animation industry. Rozana Sani has the story

LIKE many who grew up in the late 70s and 80s in Malaysia, Azrul Hassani Baharom, 36, has fond memories of afternoons spent watching his favourite cartoons and TV shows as a child.

The second of three siblings, Azrul was enthralled with the robots in Transformers and Ultraman’s battles. Azrul would also be drawing cartoon characters and creating all sorts of gadgets to “save” the world.

The TV shows stirred in Azrul a deep interest in animation, so much so that he went on to study at IT and multimedia at Universiti Utara Malaysia. Upon graduation, at the height of the dotcom bust, he decided to go it alone and set up

Funcel Sdn Bhd, an animation production house specialising in 2-D animations.

“I met a friend who knew some people previously involved in the production of Anak-anak Sidek the comic series and cartoon. Their employers JAS Sdn Bhd had ceased operations. So, I teamed up with them to pursue my passion,” says Azrul.

But his father, a contractor, objected.

“My father built his construction company from scratch and had ambitions of his sons joining him. As the eldest son, I knew that he would be disappointed but I stuck to my guns. He eventually let me have my way but I was on my own.

Funcel was a do or die for me,” said the soft-spoken entrepreneur.

During the period, many of the heavyweights in Malaysian animation were in dire straits.

“Funcel Sdn Bhd was the underdog — a humble start-up,” adds Azrul.

Funcel had only RM20,000 in the beginning but it set its sight on the global market.

“We didn’t have an exact plan. But by improvising day by day, we believed we could make it. Animation is in our soul just like the Disney brothers.”

Azrul identifies mostly with Roy Oliver Disney, the older brother of Walt Disney and co-founder of The Walt Disney Company. While Walt looked after the creative side, Roy oversaw the business.

“While we dreamt of producing our own animation creations, there was the practical side to look into. I found myself having to manage both the creative and business side of the company.”

Azrul delved into managing and marketing. While he continued to contribute to the creative side, he delegated work to his able creative director and team.

“The team members were honoured to be entrusted with responsibilities.”

Rising star

Although Funcel struggled to make ends meet for the first five years, with Azrul on the brink of bankruptcy at one point, it progressed from doing outsourcing jobs to animation productions. It has since marketed its animations to various international and local distributors and broadcasters such as Radio Televisyen Malaysia (RTM).

Based in Petaling Jaya, Funcel’s 80-strong creative talents (pre-production studio, main studio and post-production studio) have to date produced Joji, Supraboy, Toopye, Jaguh, Atan & Nyet, Dunia Air Tawar, Puyoo World and Planet Saga, mainly targeting 9 to 14-year-olds.

Funcel is more ready to claim its place in the global market after acting as producer for RTM and production partner of the Malaysia Film Development Corporation (Finas),

One project that could propel Funcel onto the world stage is Satria: The Warriors of 7 Elements. Funcel is working with partner-cum-project consultant, renowned Japanese animation studio Gonzo — inspired by Hiroyuki Kitakubo, the award-winning director of the anime, Blood: The Last Vampire. Funcel is co-producing the project with Finas.

“Set in the golden age of Malacca, Satria tells about seven heroes who protect the Malacca Sultanate from a nemesis. In addition to portraying the culture to the global arena, this epic action adventure has elements of brotherhood, honour, loyalty, patriotism, moral values,” says Azrul, adding that there is strong interest among international broadcasters and distributors. Satria is expected to make a foray overseas by year-end.

Funcel is looking into animation spin-offs as well as merchandising and licensing. The comic book Animaxi, which was published by Funcel’s sister company Century Vantage Sdn Bhd, is being turned into animation. Azrul reveals that Funcel is in talks with retailers about merchandising.

Aiming for the world
Having long reconciled with his father and now with a family of his own, Azrul is thankful for Funcel’s status after 13 years in the industry.
It has been awarded status as an MSC Malaysia Status Company in the creative multimedia cluster. Multimedia Development Corporation (MDeC) has selected it as one of the five animation industry players to collaborate with academia.
In his personal capacity, Azrul is an exco member of Persatuan Penerbit Televisyen Malaysian and also a member of Creative Content Industry Guild and New Economic Forum.
He sits on the panel of the MDeC Pre-seed Fund Programme for the Creative Content sector.
He speaks at conferences organised by the Malaysian Communications and Multimedia Commission.

Azrul Hassani Baharom

He also helps TERAJU, a unit in the Prime Minister’s Department, to elevate the Bumiputera economy under the Creative Content Industry cluster.
However, Azrul is quick to point out there are more goals to achieve, not least to help Malaysia become a notable player in the creative content industry.
And he has a burning ambition to make Funcel a platform for home-grown creative talent and content.
“Outsourcing, joint venture production, intellectual property creation... these are all strategies of a creative content company. We’re looking at 3-D next.”
Azrul has set his heart set on a training college where Funcel trains the next generation of animators.
“The growth of animation in Malaysia has been organic but it has to be looked at from a wider perspective especially when it comes to competing with other countries. It’s time that we go global but we must have the talent and a training school would help.”




Reference : http://www.nst.com.my/life-times/tech/animation-drives-azrul-1.35939/satria-warriors-of-the-7-elements-1.36225?page=8