Pixels & Poise —
Jonnie Semerad on the Evolution
of Digital Craft and the Vulnerability of "The Boss"

I grew up in upstate New York — a typical kid, captain of the wrestling team, a football player. Later, I attended art school with the dream of becoming a traditional American illustrator or painter. That was exactly when home computers were starting to emerge. As part of my internship, I walked into a computer company that was so busy they would have hired anyone through the door. I stayed there for ten years, witnessing the industry's total transformation. Eventually, I started my own company. The traditional, hands-on craft of painting evolved into the digital realm. Back in 2004, someone told me: "If you have a story to tell, make a movie." I've stayed in the business ever since, watching it evolve into the AI era we see today.

We've done a lot of commercials, but I wanted to do something more personal. The film is set in a spaceport and centers on a character named Lore — she's the boss, running the whole operation. We wanted to tackle "heavy" issues but in a way that encourages people to think while still finding the humor in the situation. It's not a heavy drama; it's a reflection on life through a comedic lens.

There is a moment when Lore is looking at the big schedule board in the spaceport. She's trying to walk around confidently, acting like the boss, but deep down, she's nervous. She's thinking, "I hope they actually show up." It was an emotional moment that truly expressed who she is. I'm very proud that we could translate that level of human expression through animation.