Lou Kneath on the warmth, wisdom and wonder behind Positively Pigasus

Lou, it’s great to connect. You have created and own the character brand Positively Pigasus. Please introduce us to the brand and the story behind it.
Positively Pigasus is a character brand rooted in the magic of manifestation, self-belief, and possibility. I mean, who better to learn about believing in yourself than from a flying pig?!

As the founder of an animation studio, Pigasus was born out of our desire to create a memorable and loveable studio brand mascot. However, in March 2024, we decided to launch the character across social media on his own channels. He quickly built his own dedicated following who have deeply connected with his magical messaging and comfort creator vibes.

We built the character with specialist 2D animation software which is designed for high volume series production, which enabled us to create a huge animation library of Pigasus performances – ranging from emotional reactions to viral dance moves. Our Pigasus pipeline allows us to intuitively create high-quality posts multiple times per week, so we can be extremely reactive which is so important to our digital first strategy.

Lots of brands talk about the purpose behind their brands. What drives Positively Pigasus?
For as long as I can remember, I’ve been fascinated by the power of belief – especially what happens when you truly believe in yourself. I’ve seen over and over again how life begins to shift the moment you decide to go after something and believe it’s possible. That quiet kind of magic that exists all around us if you are still for long enough to notice it…

This perspective deepened in a profound way when I became ill a few years ago and began a healing journey that changed everything. I stepped into a whole new world of wellness – through meditation, energy work, personal growth and spirituality. Not only did it transform my health, it transformed my entire life. This became the beating heart of the Positively Pigasus brand.

It’s about emotional transformation and a reminder of the power we each carry inside us. Through a flying pig who defies logic and limitation, we gently invite people to dream bigger, reach higher and trust their own unique path. Whether it’s a daily affirmation, a comic that sparks a smile, or a thoughtful gift that lifts someone’s spirits. Every touch point is created with warmth, wisdom, and wonder.

How did you build an audience for Positively Pigasus on social media?
From day one, we approached every post on social media as an experiment. There was no rigid plan – we just started sharing and testing what felt fun, uplifting and true to the character. It was all about seeing what connected with people and building from there.

We focused on being a safe space for our followers, being authentic and intentional as a brand, and delivering consistently. The great thing with social media is every post was a chance to try something new. Whether it is a comic strip, a little affirmation or a viral dance, as long as it aligns with the brand values we give it a whirl.

The key lesson from this approach is don’t wait to be perfect. Just start. Social media is a great playground for creativity and when you treat it as an experiment, it becomes a lot less overwhelming and a lot more fun. Over time, those little experiments helped us grow a really engaged, loving community who believe in the magic of Pigasus just as much as we do.

As a creator, how do you get from a blank sheet of paper to creating new ideas?
Tapping into that creative zone every day isn’t easy – especially when creativity is your job. So I’ve developed little rituals to help me get into that flow: walking in nature, listening to music, sketching without expectation and, most recently, meditation. Each one helps me quiet the noise and reconnect with that deeper creative part of myself.

But when a creative spark lands it’s the best feeling! When an idea gives you that little jolt of excitement you just can’t ignore. When that happens, you’ve got to run with it immediately! That creative energy is pure magic and you have to get it out of your head and onto paper – or anything you can find – before it slips away.

I think the biggest lesson I’ve learned is that inspiration doesn’t always shout – it often whispers. The more present and open you are, the more likely you are to hear it.

Great answer. Now, are there other characters and brands that inspire you?
Snoopy and the Peanuts gang are a huge inspiration. There’s something timeless and magical about how Charles Schulz created such simple characters with so much depth. Snoopy, in particular, walks that beautiful line between whimsy and wisdom. He makes you smile, but he also makes you feel something bigger and that’s exactly the impact I want Positively Pigasus to have.

Ultimately, when it comes to characters, it’s always been about appeal. Character designs and performances that you can’t take your eyes off! That’s the goal and energy we aspire to with Positively Pigasus and everything we do in the studio.

You mentioned earlier that as well as owning Positively Pigasus, you run an animation company, PLUS3K. Can you tell us more about this?
PLUS3K is a multi-award-winning independent animation studio, serving brands and broadcasters worldwide. We are passionate about developing spellbinding, character-driven storytelling for a global audience and place key investment in the development of original IP. We’re particularly focused on the kids and family market, character-led brands, and projects with emotional or transformational depth.

Recently, we worked on My Friend Misty for Sky Kids, handling all animation and compositing which was a perfect fit for us, as the show is rooted in feelings, friendship and growth.

As a studio, we’re passionate about working with creators and commissioners who want to push boundaries in both visual storytelling and emotional impact. Whether it’s for TV, digital platforms, or social-first content, we love projects that blend character-driven storytelling with creativity and heart.

I met you at the recent Get Animated Conference in Birmingham. This focused on the UK animation market. What were some of your key takeways from the conference?
It’s been a challenging time for everyone in animation lately, so events like Get Animated are more important than ever. They give us a chance to come together, talk honestly about the future of the industry, and explore how we can keep creating inspiring, high-quality content for years to come.

The UK has always been a powerhouse for storytelling and character creation with work that resonates around the world. But with audiences consuming content in new ways, we need to be smart and agile. That means adapting our business models, embracing new platforms and seeking out fresh partnerships and development routes.

“Who better to learn about believing in yourself than from a flying pig?!”

For me, though, the real magic of these events is being in the room with fellow creators, animators and studios. It’s such a passionate, talented industry, and being around that energy always gives you a boost. It reminds you why we do this – to tell meaningful stories and put something truly special into the world.

As a business owner and creator, do you have any advice for younger people looking to start their own business in the creative industries?
The first thing I’d say is start. Don’t wait for everything to be perfect, it never will be. Start small, start messy, but start. Creativity is a process of discovery, and the sooner you begin, the sooner you’ll learn what works, what lights you up, and where you want to go.

Business is all about relationships – so put yourself out there authentically. Attend industry events and create meaningful connections. I hate the term networking, for me it’s always been about genuine relationships and I have made so many amazing connections over the years with that approach.

Finally, surround yourself with people who believe in you. Whether it’s a mentor, a fellow creative, or just one person who reminds you why you started. Having the right people around you makes a huge difference, especially on the tough days.

Finally, can you share with us your favourite animated character you had when growing up? And what is your ‘go to’ character now?
As a kid, I absolutely adored the Muppets! The Muppet Show, Muppet Babies, the Muppet movies… They always brought so much fun, and I loved how each character had such a distinct personality – my favourite was Fozzy Bear. Oh, and what a theme tune!

And, of course, I was raised on the Disney classics – the magical way those movies connect with audiences is something else, and they instilled in me a love for animation that sent me on this crazy journey and I wouldn’t change it for the world!

My go-to character now would of course have to be Pigasus! My constant reminder of the power of belief and that joyful spirit keeps me inspired every day – constantly reminding me that magic happenswhen you trust in yourself and the universe.