Bringing Iconic Characters to Life with Hook Up Animation

Buenos Aires-based Hook Up Animation was born in 2001 as a creative response to the Argentinian economic crisis. The founding partners; animation director, Gonzalo Azpiri; art director and post leader, Diego Puente; and pre-production lead, José María Ferrucci, were some of over 60 artists left unemployed after a feature film cancellation, and decided to turn this professional setback into an opportunity.

“United by our passion for animation and our respective specialisations, we founded Hook Up with the goal of offering high-quality services to the international market. Today, after more than two decades, we continue to lead with the same energy and drive that defined our beginnings.”

Across 24 years, the team has witnessed radical transformations in animation and VFX, with new technologies streamlining production processes and reducing costs, all while expanding creative possibilities. “Tools like real-time engines, advanced simulations, and artificial intelligence are redefining how we create content, all while coexisting with traditional techniques,” says José.

Above: (L to R) Diego Martín Puente, José María Ferrucci, Gonzalo Azpiri, and producer Veronica Miramontes (bottom middle)

“Client demands have evolved alongside the industry. During the golden era of cable television, we produced numerous promos and commercials for channels like Cartoon Network and Disney, requiring a large in-house team. Today, formats and technologies are more diverse, and our structure is more dynamic. We adapt to the specific needs of each project, which we see as essential to remaining competitive.”

Seeking stability in the face of the fraught local economy, Hook Up looked toward international work across Latin America and beyond from the very start. Collaborating with globally renowned clients established solid production processes and a focus on quality, yet being based in Argentina allowed them to build a creative and resilient team that could also tackle local challenges.

As the team and industry evolved, Hook Up decided to shift from a large studio to a more agile model, assembling teams tailored to the specific needs of each project. This change, they explain, has allowed them to stay flexible and competitive.

“We always strive to foster an environment that enhances creativity. While remote work and post-pandemic changes have transformed our dynamics, we continue to focus on collaboration. We miss our drawing workshops, ping-pong table, and Friday drinks, but we’re exploring new ways to revive that spirit, including hosting events on our rooftop terrace.”

Hook Up takes on work from the worlds of TV, feature films, ads and more, but what links these projects is a commitment to quality and openness to innovation, as well as a keen interest in contributing creatively – whether in the design process, concept and narrative development or elsewhere. 

Despite having worked with the likes of Cartoon Network, Disney, Nickelodeon and Warner Bros. the team isn’t concerned as much with a project’s scale as its unique challenges and opportunities, regardless of size. “Adapting to each client's unique needs and styles is essential for smooth collaboration,” says José. “But when working with iconic characters, we are meticulous about respecting their style and essence while finding ways to bring something fresh within the established boundaries.”

“One of our most significant projects was developing five animated shorts featuring Disney's classic characters like Mickey Mouse, Winnie the Pooh, Donald and Goofy, Beauty and the Beast, and The Little Mermaid,” he continues. “This work was meticulously supervised step-by-step from Burbank, California, posing a significant challenge for our team. Disney Burbank was very pleased with the final result, which established us as a trusted provider.” 

Since then, Hook Up has collaborated with the brand on numerous projects, including some mid-length films, ‘ABC's Discovering Letters and Words’ and ‘Winnie the Pooh: 123’s’. “This project was a milestone in our history and remains one of our best credentials to this day.”

A more recent example is a Cartoon Network campaign developed for the MAX platform. Led by Captain Bugs Bunny, iconic characters like Steven Universe, Ben 10, Gumball, Robin and The Powerpuff Girls deliver an inspiring speech about individuality. “This project allowed us to work with a wide array of classic characters and demonstrated our ability to approach complex campaigns with a fresh and dynamic perspective.” 

Always on the lookout for new potential collaborators – both new clients and passionate artists to join the team – Hook Up is heading into 2025 eager to take on new challenges and continue to grow. Whether it’s animating some of the world’s most well-known characters or helping smaller brands get out there, the studio looks ahead to another year of high quality, innovative work, and Argentinian creativity.