By Mike Russo
March 27, 2015
From the Democrat and Chronicle
Surrounded by colorful cartoon figurines and movie posters, Fred Armstrong leans forward in his chair and speaks about how he got where he is today.
“I was a ditch digger,” said Armstrong, president of Animatus Studio, where Oscar-winning Disney animator Brian Menz, a Rochester native, studied years ago.
Digging ditches is a far cry from creating animation, yet Armstrong, 63, looks back at his role in Animatus, which is celebrating its 25th anniversary.
It was the late 1970s when Armstrong, with the support of wife Linda, left his back-breaking job to pursue his hobby.
Armstrong got his first big shot thanks to House of Guitars owners Armand and Bruce Schaubroeck, who wanted unique clay action animation for their record and instrument retail commercials.
“I was excited to get my work on TV,” Armstrong said.
While he refined his skills, Armstrong worked as a grip on local film production teams for Mammoth Films and Eastman Kodak to help pay the bills. His biggest break came when he met a producer named Paul DaSilva, who helped Armstrong land an apprenticeship in New York City under the tutelage of a man named Francis Lee, considered to be an expert in Oxberry Master Services Animation.
“There were no editing capabilities (back then),” said Armstrong. “You wouldn’t know you made a mistake until it came back from the lab. It would take an eight-hour shoot for a 30-second spot.”
With experience under his belt, Armstrong set up shop in the Michael Stern Building in Rochester, followed by Village Gate, as the business grew. Creative director Dave Puls and animator Mike Boas came on board in 1992 and 1998, respectively.
“Fred gave me the opportunity to try and fail at new things, which was invaluable,” said Boas, a Fairport High School and SUNY Geneseo grad.
Today, the studio, located on Winthrop Street in Rochester, offers a variety of animation, web design and video editing services, as well as a workshop for budding artists throughout the year.
Clients include Wegmans, Sticky Lips BBQ Juke Joint, Xerox and Eastman Savings and Loan, among others.
The man who endured grueling days in the hot sun said he would have been finished by now had he not taken a chance, and that he’s not ready to hang up his storyboard just yet.
“I don’t know if I want to retire,” Armstrong said. “I think I’ll stay the course.”
Mike Russo is a Rochester-area freelance writer.
Learn more about Animatus Studio at animatusstudio.com.
