LifeHouse Productions in AMI News

Bill Matthews and Dena Winkleman, founders of LifeHouse Productions, www.lifehouseproductions.com, are "Lifening Up" Biomedical Animation for their lucky clients around the globe. The company was founded in 1998 and their amazing animations are winning awards and praise in a number of venues. In January 2001 LifeHouse Productions was honored with both a Telly Award and a pair of Crystal Awards for "The Future of Prostate Cancer Therapy". In November 2000, they won their second consecutive Award of Excellence from the Rx Club. Their first, in October 1999, was for their amazing animation of the "Deer Tick: The Monstrous Vector of Lyme Disease".

In 1990, Bill Matthews earned his master's degree in Medical Illustration from The University of Texas Southwestern Medical Center at Dallas. Bill was Medical Illustrator and Photographer at Baylor University Medical Center, Dallas. He then worked in Connecticut eight years as Biomedical Animator at Advanced Imaging, Inc.Dena Winkleman earned her master's degree in Biomedical Visualization from The University of Illinois at Chicago in 1997. She worked as a Medical Illustrator at Engineering Animation, Inc. (EAI) in Ames, Iowa. Dena later moved to EAI's Gaming division in Salt Lake City and finally, returned to Connecticut in 1998 to co-found LifeHouse Productions.

Profile: You founded your company in 1998. What were your company goals then and how have they changed?
Dena: When we first started out our immediate goals were two-fold: To be recognized as a strong presence in the industry. To build trust and reliability, gaining repeat clients who are more than satisfied.Our mission hasn't changed: To provide exceptional biomedical and scientific imagery that is accurate, creative, dramatic and exciting. We'll always remain accurate unless they want it to go out of the boundaries. It can be accurate and still be really cool and fun to watch.Profile: Cool & Fun to Watch?
"Wild Bill": For example, we animated an eyeball that looks around and at you while dissolving to cross-section. It hovers in space enticing kids and adults to enter "Wise About Eyes" a travelling museum exhibit.

Profile: Do you hire freelancers?
"Wild Bill" & Dena: Yes. In addition to our AMI membership, we are also members of ITVA-MCA, a national network of production professionals. There, we network with composers, voice talent and editors whom we subcontract.

Profile: You have created some unique and dynamic views in your animations. How do make them up? What kind of reference is there for a head on shot of a tick besides the movie "THEM"?
"Wild Bill" & Dena: Some of the views come from imagination. For example, in our Deer Tick animation, the camera pulls back as it drops to the horizon line while the lens focal length changes. This changing perspective makes the tick look monstrous! Other dynamic shots are inspired by films such as "Tarzan" or "The City of Lost Children". As for references, it's best to study the real thing. For the Deer Tick animation we observed real ticks and consulted Dr. Kirby Stafford III, the world-renowned Deer Tick expert, in his Lab.

Profile: What are the key tools that the medical animator of today must have? Hardware, software, memory?
"Wild Bill": The software tools and platforms change rapidly. You need good 3D animation software, compositing software, plenty of RAM and storage space. Understanding cinematography, lighting, storyboarding, 3D space and having patience are critical.

Profile: Bill & Dena from looking at your website I can see that you have put a lot of emphasis on marketing and PR. Do you think this is a big reason for your success in the Medical Animation market place?
Dena: The marketing and PR aspect gets potential clients to notice us but our success comes from us making them look good, trust and honesty.Unlike some production shops where they mostly create stock animation, LifeHouse Productions produces custom animation and graphics that spotlight the client's product or service. We provide imagery with a unique "look". But, more importantly, we provide peace of mind. Our clients' deadlines are critical dates for their production schedules and budgets.

"Wild Bill": The animations we provide may only be a small part of a much larger project. In the production industry broadcast dates, edit suites, and film shoots are often set months in advance. If a deadline is missed, it could cost our client thousands of dollars, someone's job and our reputation. With our experience in this industry, we can assure our clients that their work will be accurate, aesthetic, and delivered on time. We have never missed a deadline. Paul Payton, a colleague and voice talent, always says, "Every job is an audition for the next".

Phone: 860.432.9177
E-Mail: Partners "Wild Bill" Matthews or Dena Matthews

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Profile: "Wild Bill Matthews and Dena Winkleman of LifeHouse Productions, Wallingford, CT