An award-winning animation studio based in Stoke-on-Trent has revealed how it brought Staffy, Staffordshire’s new canine visitor mascot, to life by combining cutting-edge technology with traditional creative techniques.
Staffy has quickly become the face of Staffordshire's visitor economy and will be central to Staffordshire Day 2026 but behind the playful pup is hours of detailed design and development from Carse & Waterman Productions Ltd.
Gary Carse, Creative Director at Carse & Waterman, said:
“Staffy has truly been a labour of love. We put in a lot of overtime to ensure he was charming, appealing, and a very strong mascot for Staffordshire.
“I am really proud to see him out there. Staffordshire is now marketing itself in a very modern, bold way, and trusting one of its own creative studios to do the work is the icing on the cake!"
The process began by generating a wide range of ideas to explore what Staffy could look like, using AI tools as a starting point. These early concepts were then refined using more traditional techniques, with artists sketching designs by hand before developing them digitally.
The team then moved into digital design, creating vector artwork and then building Staffy as a full 3D character. Animators sculpted Staffy with digital clay, added textures and then rigged the character to bring it to life with facial expressions, movement and personality.
Once the core design was complete, the team carefully blended the 3D digital animation with real-world imagery. Using VFX techniques and digital green screen setups, animators seamlessly integrated the character into heavily edited, real-world photographs of the county.”
AI continued to play a supporting role in the later stages, helping to enhance backgrounds and blend visual elements, while the creative team maintained full control over the final look and feel.
Staffy is now at the heart of Visit Staffordshire's destination marketing campaign, encouraging people to #FollowStaffy and visit the county's attractions. This includes the launch of the Staffy Trail, which is a major public art experience delivered by the Staffordshire and Stoke-on-Trent Local Visitor Economy Partnership (LVEP) in partnership with Making Trails.
The trail will feature a series of large-scale Staffy sculptures across Stoke-on-Trent, Stafford, Tamworth and Lichfield, encouraging people to explore town centres and support local businesses.
Martin Murray, Leader of Staffordshire County Council, said:
“It’s fantastic to have such creative talent right here in Staffordshire. The work by Carse & Waterman shows the quality and innovation we have in our local creative industries.
“Staffy has quickly become a recognisable and much-loved figure, helping us showcase Staffordshire as the nation’s playground — a place full of creativity, energy and great experiences.
“The Staffy Trail will build on that, bringing people into our towns, supporting businesses and helping more visitors discover everything our county has to offer.”
As Staffordshire prepares to celebrate the tenth anniversary of Staffordshire Day on 1 May, Staffy is set to play a leading role in bringing the county’s story to life.
Children also celebrating their tenth birthday this year are invited to enter a special prize draw for the chance to win a fun family day out in Staffordshire.
Parents or guardians can enter on their behalf via Staffordshire Day prize draw - Staffy's Pawsome Day Out.
Watch on YouTube: Carse & Waterman: The Making of Staffy
