The original idea was to put one of his assistants inside of a painted refrigerator box, who would then drop a book out when a coin is inserted — fortunately, Small suggested otherwise.
Craig Small is a designer, animator and director who worked at several top design and post houses around Toronto before co-founding his own studio, The Juggernaut in 2002, where he is highly sought-after by broadcasters, production studios and advertising agencies. He has collaborated with top international creatives including David Carson, Paul Sych, Clyde Henry Productions and Chris Landreth. Craig’s title designs have twice been nominated for Emmy Awards.
Craig is currently developing an animated film based on the best-selling 2010 graphic novel KENK. The non-traditional mixed-media film is a co-production with the National Film Board of Canada scheduled for completion in late 2013. Craig is a voting member of BDA (Broadcast Designers Association) and the Academy of Canadian Cinema & Television.
article found in Engadget