Meet Mummu - The Animation Mogul

Mummu is the kind of company whose work speaks for itself. There are a few things founders Sam Atkin and Karl Hammond have done right to make sure this has happened. They’ve solidified a strong brand identity, epitomised in the bold, linear shapes that make up their animated signature. They’ve acquired a client list with some of the biggest household names you could imagine. And they’ve stayed true to who they are: two friends, who love seeing what can come out of the tip of a pencil.

From Pencils to Pixels

Sam and Karl have grown up together. They met at university back in 2003 when they were mere pups studying illustration at Kingston University. Simultaneously bewitched by animation, they found themselves learning the ropes during a pivotal time for the industry. “When tutors spoke, it sounded like such a small, unique sector; one where everyone knew one another, which was quite appealing,” says Sam. “Nowadays the industry has evolved into something huge, and it feels like we’ve been a part of that journey.” Animation to them felt like they were technically pushing their skills as an illustrator into a new, modern, digital era - one where there were more opportunities and fewer limitations. 

At Kingston, they were taught traditional, frame-by-frame animation. “We were told to use After Effects but they didn’t teach you how. You had to learn to do it yourself,” explains Karl. They reminisce about using light boxes and pencils as their main tools - an experience that animators starting out today will never know. Sam remembers the first time he met Karl outside of class, with a smile on his face. “It was at a fancy dress party. He was there with his ginger hair, dressed as the Incredible Hulk and painted green,” he says, unable to contain his chuckles. They realised quickly they wanted to push the boundaries of their artistic skill; to amplify it through technology. “I remember how excited we were when we got our first Wacom tablet (an old style tablet) - suddenly we were holding a digital pen,” says Sam. “I remember it being beige. Almost exactly the same as the old kitchen stuff from the ‘80s,” Karl adds.

After graduating, they freelanced for a few years where they filled their personal biographies with stories fit for the grandkids. We won’t get into details, but someone may have been electrocuted hanging outside a window when they were a runner… Dramatics aside, they felt as if they were in the right place at the right time, and made sure to suck up everything they could. Flashforward a while later and they found a space where themselves and some others could freelance together. “It was an up and down world so it was great to have people to talk to, who were going through the same things,” says Sam.

What’s In a Name?

In fact, it was their friend Matt Marsh who sourced Sam and Karl a job for TFL when they were sharing the space. As fate would have it, this single TFL job would be the catalyst for the creation of Mummu as we know it today. “We needed to form a company in order to be paid,” explains Karl. “There we were, looking at computer screens, thinking of names, when Matt said ‘Mummu’. Maybe it was because his own name began with ‘M’. They jest that they probably should have called the company ‘Moomoo’ given that’s how so many people pronounce it. (Let the record show once and for all that the sounds a cow makes are not the correct pronunciation). “I think it’s Finish for Granny,” Karl posits, before being corrected by Sam who says, “It’s the Bablyonian God of craftsmanship.” To Matt, they owe not only their name, but five fantastic years in business together.

Karl knew early on that he wanted to start a company with Sam one day. “What I didn’t know was that drawing would almost become not drawing at all,” he tells us. Over the past 12 years they’ve had to become directors, producers and managers to name a few. Whilst these weren’t hats they expected to wear, they've become comfortable in them. “We no longer hold the pencil, but we get to build the team,” says Sam. They’ve become experts at spotting, directing and nurturing talent. 

They’ve learned a thing or two about the metamorphic nature of creativity too. “Nowadays, I don’t feel I need to draw to feel creative, because problem solving is one of the most creative things you can do,” Karl says. Their unique blend of boutique studio and international roster allows them to work robustly in a way that still stays true to who they are.

Two Wings, Same Bird: An Introduction to Mummu Studio and Mummu Health

The business is structured in two parts. Imagine these like two wings of the same bird. 

Mummu Studio is technology led, boasting clients like Spotify, Samsung, Facebook and Square (Bloc). They’ve spent over a decade becoming experts in whatever subject matter is placed in front of them, in order to simplify the messaging and ensure stories are told in a way that stays true to their core. Often, this has meant untangling some pretty tight intellectual knots. And what is more complex than the world of healthcare? That’s where Mummu Health comes into play. 

They’ve taken these intricately trained skills and amalgamated them to serve some of the most maze-like subjects. Mummu Health put simply, focuses on ‘factual animation for a brighter future.’ Here, we witness another example of the work speaking for itself. Mummu Health is already becoming a frontrunner in the industry, working with some of the biggest names in the sector. Lush, VCCP and DBB are just some of the many clients trusting this team to tell their stories. “It’s charming enough to actually depict things that are difficult to do in live action,” Sam tells us. 

The body of the bird is using animation as a vehicle for communication - it’s about combining visual appeal with purpose. Mummu Studio shares the same commitment to simplicity that shines through all of their projects - something evident in their work crafting engaging narratives for technology brands like Alipay+ (Ant). Client satisfaction remains at the core: “We guide our clients through the animation process, offering reassurance and support throughout,” Sam explains. “It’s about collaborating and elevating their initial concepts into something extraordinary,” Karl adds.

Mates & Moguls

For Karl and Sam, despite all of the professional accolades, what they’re most proud of is the character of their team. They stand as a complete anomaly when compared to some of the more seismic giants in the animation world. But that’s the very thing that only works to amplify their mogul-like nature. They're bound with this overwhelming contentment with who they are, where they’ve come from and where they’re going. It’s storytelling without boundaries. It’s free from the limits that self-conscious creativity can bring. 

It’s funny to watch this pair bounce off one-another in the way brothers do, knowing how much they’ve brought each other through creatively, professionally and personally. They’ve gone from students getting wobbly in pubs, to running a business, becoming fathers of daughters, and one having the honour of being best man at the other's wedding. The business is a testament to the power of enduring friendship intertwined with mutual passion, and a desire to keep pushing forward. We can’t wait to see what’s next.