It's trying to change 70 years of perception that an animated movie isn't a fairy tale and doesn't have dancing tea cups and...funny camels.

We've been trying to change the perception of this club for a while and you only get that change of perception of the team by performances on the field. The performances this season have been to a really high standard, hence we're in fourth spot in the competition, and rightly so at the moment.

These companies need to somehow change the perception that old media is passé. Old media is trying to grab on to the new generation of media properties.

Since we made Shrek in the digital format, you actually can see it in its purest form digitally.

What I love most about animation is, it's a team sport, and everything we do is about pure imagination.

Every single thing you see on-screen came out of somebody's creativity. It doesn't exist. Nature didn't deliver it to us. Everything had to be dreamed.