Toonstar Uses AI To Power Hit YouTube Series
Toonstar, a nine year old Los Angeles animation studio, is using AI technologies to create efficiencies in its animation processes and partner with new creators to launch hit IP. The studio’s recent partnership with Parker James, a TikTok influencer known for his distinctive characters, showcases how Toonstar utilizes AI to improve production efficiency, get more projects made and address some of the problems plaguing the entertainment industry.
Toonstar was founded by former Warner Bros. and Disney executives John Attanasio (CEO) and Luisa Huang (COO). The studio focuses on building animated content for social media platforms such as YouTube and Snap, which is also an investor. Toonstar evaluates projects based on creative concept, potential for animation adaptation, target audience, and social reach. “We’re really focused on building multimedia entertainment franchises with frontier technology and working with the next generation of storytellers,” said CEO Attanasio.
Toonstar employs AI at various stages of animation, from pre-visualization to post-production. This approach has reduced the time and cost of producing high-quality animated content. The studio has developed AI engines that tailor visual styles and animation techniques to each project. Using AI for parts of the animation process allows Toonstar to produce animation more quickly and affordably, with the goal of getting more projects to market, a process that they experienced as very limiting to creators in the big studio system.
“Animation has traditionally taken a long time,” explained Huang. “From a cost and time-to-market standpoint, it was limiting, and only feasible for projects with huge budgets. AI and machine learning lower the cost.”
In their collaboration with Tik Tok star Parker James, Toonstar used AI to translate his live-action, effects-laden TikTok videos into the animated series StEvEn & Parker. James, known for using a face filter and voice changer in his videos, worked with Toonstar to adapt his style into animation while maintaining the authenticity that appeals to his nine million TikTok followers. “Working with Toonstar has been an incredible experience,” says James. “They’ve helped bring my characters to life in ways I never imagined.”
Toonstar also applied AI for multilingual dubbing of StEvEn & Parker. The studio has also integrated a native performance dubbing technology into their animation engine that clones James’ voice, enabling his character to “speak” in multiple languages while preserving the nuances of his original performance. Toonstar has deployed this technology in Spanish, Japanese, and German, expanding James’ reach and attracting additional viewership from non-English speaking markets. “Our dubbing technology has significantly increased the series’ viewership,” said Attanasio. “Parker’s series is now getting over 30 million weekly viewers.”
Toonstar has received VC funding from Founders Fund and Greycroft, as well as industry heavyweight Snapchat and former NBA star Baron Davis. The company employs around 20 full-time staff members, with additional contractors brought on for specific projects.
“The frontier tech helps supercharge our production and community building. If you’re going to build the next South Park or Simpsons, you need to work with great storytellers.” said Attanasio. “There’s not a button that you push and out pops a hit franchise. That’s why we work with this next generation of storytellers who we really believe in.”
“Making content with AI is not easy.” Attanasio added. “It sounds like a good idea to prompt a whole series with a few words, but that’s not what we’re doing. The key is to start with talented creators and great storytellers. Then our AI tools help streamline the process, but it’s still about collaborating with talented creators to bring these stories to life.”
Parker James expressed enthusiasm about the process. “I always wanted to do cartoons, but I was never an animator. I was good at coming up with the stories, but I couldn’t have produced a cartoon series until I partnered with Toonstar. They’ve been able to take the stories and characters I create, partner with me to more fully develop story lines and create this series.”
“We found Parker on TikTok, where he is using a voice changer to create this really cute and funny character,” explained Attanasio. “They were skits with potential for animation, so we started testing shorts on TikTok, which did really well. We moved that to YouTube, and his channel went from having 10,000 subscribers a year ago to a total of over 6 million. Including Spanish, it gets 30 million unique weekly viewers, and 3 billion lifetime views in five languages across five continents. There was a model there.” The company has since made a deal with Random House to create a series of graphic novels based on StEvEn & Parker.
“Our goal is to build the next generation of hot IP using new technologies, AI and machine learning, and to unlock opportunities for new creators and voices. You look at entertainment today, and there is consolidation and fewer projects getting made. It limits opportunities for creators and storytellers,” added Attanasio.