"So when creating a character in the fore front of my mind is that this character is linked to the game design. So, you know, unlike the character design for an anime or a film or something – when we create a character it has to tie in with the game-play. So for example, Sonic is invincible while he is jumping. He turns into a ball and has all the spikes around him. So this is a visual representation of what is happening in the game."