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Craig Small

Craig Small (born July 5, 1969) is a Canadian visual artist, director, and animator best known for his motion graphic designs, including film title sequences, and for designing and building the Biblio-Mat, a coin-operated random book vending machine installed at The Monkey's Paw antiquarian bookstore in Toronto. Small began his career working at prominent design and post-production studios in Toronto before co-founding The Juggernaut, a creative studio specializing in animation and visual effects.^[1] His portfolio includes collaborations with internationally recognized figures such as graphic designer David Carson and animators from top studios, contributing to projects that blend artistry with technology to create striking visual narratives.^[1] One of Small's most celebrated inventions is the Biblio-Mat, launched in 2012 as an "artful alternative" to traditional used-book bins, which dispenses a surprise antiquarian book for $2 through a mechanical chute activated by a coin.^[2] Designed and built by Small specifically for The Monkey's Paw, the machine has gained international attention for promoting serendipity in reading and has inspired similar installations.^[3] Throughout his career, Small has focused on music visualization and title design, earning acclaim for innovative approaches that "make music look amazing," as highlighted in industry discussions.^[4] His work continues to influence animation and design, emphasizing unique, handcrafted elements in a digital age.^[5]

Early Life and Education

Childhood and Family

Craig Small was born on July 5, 1969, in Galt, Ontario (now part of Cambridge), to parents from Nova Scotia.^[6] He grew up in the small town of Strathroy, Ontario, a rural community outside London that provided a modest, close-knit environment during his formative years.^[7] The family was working-class and devoutly Catholic, with Small serving as an altar boy. His father was employed in the automotive industry, focusing on auto parts manufacturing.^[7] This career shaped family life, as Small spent weekends on factory floors learning how things worked and often took apart video games at home, gaining hands-on experience with tools and assembly processes.^[7]

Early Interests and Influences

From a young age, Craig Small displayed inventive curiosity that blossomed during his school years in rural Ontario, where he honed his interests in animation and visual storytelling amid the influences of everyday toys and emerging pop culture. Growing up in the small town of Strathroy, the local environment and family setting nurtured his tendency toward hands-on experimentation and artistic expression. Small was influenced by mechanical curiosities, including visits to Marvin’s Marvellous Mechanical Museum in Detroit.^[7] Small briefly attended university and community college but did not complete a degree, pursuing paths aligned with art and design.^[7]

Professional Career

Early Work in Design and Animation

Craig Small entered the professional design and animation field in Toronto during the early 1990s, establishing himself through roles at prominent local studios. He contributed to projects at top design and post-production houses, including The Daily Post, where he operated advanced compositing systems like the Flame for commercial and broadcast work.^[8] These early positions allowed him to develop expertise in digital animation and visual effects amid Toronto's burgeoning media scene.^[6] Throughout the 1990s and into the early 2000s, Small served in multifaceted roles as a designer, animator, and creative director, focusing on motion graphics and innovative visual storytelling. His work during this period emphasized experimental techniques in post-production, contributing to advertisements and short-form content that showcased Toronto's creative output.^[1] These experiences built a foundation for his later independent endeavors, blending technical proficiency with artistic experimentation.^[6] Small's initial collaborations with international creatives marked key milestones in his early career, expanding his influence beyond local projects. He partnered with renowned designer David Carson on graphic and motion initiatives that pushed boundaries in typographic animation and visual communication.^[1] Similarly, his work with Paul Sych involved collaborative design efforts integrating motion elements into print and digital formats, highlighting Small's versatility in cross-disciplinary animation.^[1] These partnerships, often involving innovative tools and styles, underscored his emerging reputation in the global design community during the pre-digital boom era.^[6]

Film and Television Projects

Craig Small specializes in motion graphics and title sequence design for films and television shows, drawing on his early experience in animation at leading design houses.^[6] Notable among his television projects is his role as title designer for the Canadian youth spy comedy series Connor Undercover (2009–2011), where he created the main title sequence for 37 episodes, blending dynamic animation with thematic elements of espionage and adventure.^[9] In film, Small served as art director for the documentary Altman (2014), which chronicles the life and career of filmmaker Robert Altman, contributing motion graphics to support its archival footage and interviews.^[10] He also worked as art director on Carmine Street Guitars (2018), a documentary capturing the essence of Greenwich Village's guitar culture, employing visual effects to highlight artisanal craftsmanship and urban nostalgia.^[11] Small's contributions incorporate advanced animation and visual effects techniques, such as layered compositing and kinetic typography, to craft immersive sequences that encapsulate a project's narrative core.^[6] These efforts have advanced graphic storytelling in the industry by prioritizing concise, visually compelling introductions that enhance audience engagement and thematic depth.^[1]

Juggernaut Productions

In 2002, Craig Small co-founded The Juggernaut Productions in Toronto alongside executive producer Patrick Fay, establishing it as a leading studio for production, design, and animation.^[12] Drawing briefly on his earlier experience at top Toronto post-production houses, Small positioned the studio to deliver innovative visual content for diverse industries.^[6] The Juggernaut specializes in motion graphics, animation, and creative direction, serving clients in advertising, entertainment, gaming, and interactive media.^[13] As co-founder and creative director, Small oversees a team of award-winning editors, designer-directors, animators, and effects artists, fostering collaborations that produce high-impact visuals for global brands.^[12] The studio's work emphasizes compelling storytelling through design, with projects ranging from branded campaigns to immersive digital experiences.^[14] Notable outputs include motion graphics for the Juno Awards broadcast, visual effects for the CBC comedy series Baroness von Sketch Show, and commercials for major advertisers such as Ketel One vodka, Ford F-150 trucks, Molson beer, and Honda vehicles.^[13] In gaming, the studio contributed animation and VFX to Ubisoft's Far Cry franchise, while broader client work has encompassed branded content for Disney and Coca-Cola, highlighting Juggernaut's versatility in commercial production.^[14]

Serendipity Machines

Biblio-Mat

The Biblio-Mat was conceived in 2012 by Craig Small, a Toronto-based animator, in collaboration with Stephen Fowler, owner of The Monkey's Paw bookstore, as an artful alternative to the commonly overlooked discount sidewalk bins of used books, aiming to encourage serendipitous discoveries in literature.^[15]^[16] This concept aligned with Small's broader interest in serendipity machines that foster unexpected encounters with cultural artifacts.^[3] The machine's design features a coin-operated mechanism requiring $2 to activate, triggering a random selection process that dispenses one used or antiquarian book through a chute, with no option for customer choice to emphasize unpredictability.^[15]^[16] Small constructed the fridge-sized device over four months using off-the-shelf materials like levers, pulleys, and an old telephone bell, resulting in a homemade vending unit that produces dramatic whirrs and vibrations upon operation, at a cost of approximately $1,000—far less than a standard vending machine.^[15] Books are loaded into slots within the machine, ensuring each dispense is a surprise volume of varying size and condition, typically from the bookstore's stock of obscure or out-of-print titles.^[16]^[3] Installed at The Monkey's Paw bookstore in Toronto's Kensington Market in November 2012, the Biblio-Mat quickly became a fixture, with its debut drawing immediate attention for blending mechanical whimsy with the tactile appeal of physical books.^[15]^[16] The Biblio-Mat received widespread media coverage shortly after its launch, featured in outlets such as The Globe and Mail, Designboom, and Publishing Perspectives, which praised its innovative approach to engaging readers in an era dominated by digital alternatives.^[15]^[3]^[16] This publicity positioned it as a conversation starter rather than a major revenue source, helping to revitalize interest in physical books by offering a gamified, low-stakes entry point to antiquarian literature and drawing crowds to the independent bookstore.^[15]^[16]

Literarium

The Literarium represents an evolution in Craig Small's serendipity machines, shifting from used books to curated, exclusive literature through a targeted partnership with Third Man Books, the publishing imprint of Jack White's Third Man Records. Developed in Small's Toronto studio over several months starting in 2021, the machine was commissioned directly by White, who sought a device to dispense random chapbooks produced by Third Man Books, emphasizing analog whimsy in an era dominated by digital algorithms.^[7]^[17] Unlike broader book donation models, this iteration focuses on new, Literarium-exclusive titles with evolving inventory to encourage repeated visits and unexpected discoveries.^[18] Mechanically, the Literarium employs a robust system akin to its inspirational predecessor, the Biblio-Mat, but tailored for premium content delivery, featuring a powerful motor for reliable vending, retro Nixie tube displays that flash three randomized numbers to build anticipation, and pinball-style chimes—recorded by musician Don Kerr—for auditory delight upon dispensing.^[7] Its aesthetics draw from mid-century design with vibrant yellow accents and engraved motifs including question marks, trim strips, and chime notations, paying homage to White's affinity for vintage motifs and enhancing the machine's thematic allure as a literary surprise generator.^[7] Installed in the basement of Third Man Records' London outpost at 1 Marshall Street in Soho, the Literarium debuted in late September 2021 alongside the store's opening, which included a surprise street performance by Jack White that drew enthusiastic crowds and highlighted the machine's integration into the venue's experiential retail model.^[7]^[17] Token-operated for accessibility, it has since become a hidden gem, beloved by figures like Margaret Atwood for its playful randomness.^[17] Culturally, the Literarium underscores Small's commitment to serendipitous reading by championing independent publishing, where Third Man Books' niche chapbooks—often experimental or artist-driven—reach audiences through chance rather than curation, fostering a "true lucky dip" that counters algorithmic predictability and revitalizes the joy of unforeseen literary encounters.^[7]^[18] Users have praised its novelty, with one noting, "You really understand the sort of magic and novelty of these machines," positioning it as a bridge between music, art, and literature in promoting analog creativity.^[7]

Phono-Mat

The Phono-Mat, created by Craig Small in 2022, is a coin-operated vending machine designed to dispense random 7-inch and 12-inch vinyl records, fostering musical discovery through serendipity.^[19] This machine adapts Small's signature approach to unexpected encounters—previously seen in his book-dispensing devices—by shifting focus to audio media, allowing users to receive an unpredictable selection of records for $5.^[20]^[21] The concept emerged during the 2020s vinyl revival, aiming to surprise listeners with hidden gems from a curated inventory of new and used albums. The Phono-Mat's design emphasizes mechanical simplicity and nostalgic appeal, featuring a coin slot that activates a motorized system to release a record down a slanted chute into a retrieval bin. Clad in a light blue retro-futuristic exterior reminiscent of mid-20th-century arcade machines, it stands about six feet tall and is optimized for placement in independent record stores, where it encourages impulse interactions without digital interfaces.^[19] Small hand-built the prototype in his Toronto workshop, incorporating durable components to handle the weight and fragility of vinyl while ensuring reliable random selection from its internal carousel. It debuted on August 18, 2022, at Sonic Boom Records, Toronto's largest independent vinyl retailer, where it quickly became a store fixture.^[19] Video demonstrations from the launch highlighted the machine's operation, showing coins triggering the whir of gears and the satisfying drop of a mystery record. The installation generated immediate media coverage in outlets like Exclaim! and Vending Times, praising its innovative take on record shopping.^[19]^[20] The Phono-Mat has bolstered vinyl culture by injecting an element of chance into the browsing experience, aligning with broader trends where physical format revenues grew 11% in 2023 per the RIAA.^[22] While primarily installed at Sonic Boom, its presence has sustained buzz through ongoing store promotions and visitor accounts, including periodic "takeovers" with special edition records as of November 2025, without reported expansions to additional locations.^[23]^[24]

Live Visual Performances

VJ Collaborations

Craig Small began his VJ collaborations with the Toronto-based indie rock band Communism in 2017, serving as the official fourth member alongside drummer and frontman Don Kerr, bassist Kevin Lacroix, and guitarist Kurt Swinghammer, by providing custom video projections for their live performances.^[4] His role marked a shift toward live performative art, building on his prior experience in motion graphics design and animation to create immersive visual accompaniments that enhanced the band's upbeat power-pop sound.^[4] Small's techniques emphasize real-time motion graphics and laser shows precisely synchronized to the music, allowing for improvisational responses during sets that blend abstract patterns, geometric animations, and thematic elements inspired by the band's lyrics on community and positivity.^[4] In his creative process, he conceives visuals that integrate digital software with mechanical projections, often starting from pre-produced loops that evolve spontaneously to match the energy of the performance, drawing from his animation roots to ensure seamless integration with the audio.^[4] Notable collaborations include the band's 2020 promo video, directed and visualized by Small to showcase their dynamic stage presence, and their Side Door Livestream performance, where his synchronized projections created a vibrant, multi-layered backdrop for the live set.^[25]^[26] Small has continued his VJ work with the band, providing visuals for their 2023 album Lovespeech and live shows through at least 2023.^[27]^[28] Over time, Small's VJ style has evolved from structured studio-based animations to more fluid, reactive live work, incorporating custom software for on-the-fly adjustments that heighten audience immersion during Communism's shows.^[4]

Festival and Event Appearances

Craig Small has contributed innovative visual installations to prominent arts festivals, showcasing his expertise in blending technology with thematic storytelling to engage large audiences. In 2019, he created the "Edge Lit Heart" sculpture for the Toronto Light Festival, a multi-faceted LED installation inspired by Michael Bublé's album Love.^[29] The piece featured hundreds of animated LEDs illuminating eleven acrylic panels, forming a glowing, dynamic heart that symbolized the multifaceted nature of love, as described by Bublé himself.^[30] Positioned in the Distillery District, the installation drew significant crowds during the festival's run from January to March, enhancing the event's immersive atmosphere and becoming a highlight for visitors seeking interactive, Instagram-worthy experiences.^[31] Earlier, in 2015, Small's animation work was featured at the Taipei Digital Arts Festival as part of the Digital Animation Exhibition. His piece, titled Ketel One - Generations, exemplified his multidisciplinary approach, combining design, direction, and animation techniques drawn from commercial ads, music videos, title sequences, and art installations.^[32] Displayed alongside international works from November 13 to 22 at the festival's venues in Taipei, it highlighted Small's ability to create visually striking narratives that explore light, shadow, and motion, contributing to the event's focus on innovative digital media.^[32] The exhibition attracted animation enthusiasts and professionals, underscoring Small's international impact in the visual arts community.^[1] These festival contributions demonstrate Small's innovative use of lighting and animation technologies for large-scale public events, often emphasizing emotional and conceptual depth to amplify audience immersion without relying on traditional projections. While specifics on technical setups like power sources or software for the LED arrays remain project-specific, the works' scale—spanning interactive sculptures and screened animations—has consistently elevated festival programming, fostering greater visitor engagement and appreciation for digital artistry.^[33]

Personal Life and Recognition

Family and Interests

As of 2020, Craig Small resided in Toronto, Ontario, in a renovated 1860s red-brick coach house that served as both a high-tech live/work space and personal residence, complete with a dedicated lower-level workshop for hands-on projects.^[34] Craig Small was born on July 5, 1969, in Galt, Ontario, Canada. Public information on Small's family life remains sparse, with few details available regarding personal relationships or immediate family members. Among his personal interests, Small is an avid enthusiast of competitive pinball, actively participating in tournaments across Canada as a registered player with the International Flipper Pinball Association.^[35] He also maintains a passion for music, often exploring its visual and auditory dimensions in his leisure time, and enjoys inventing and tinkering in his home workshop to balance his demanding career with creative hobbies.^[34]

Awards and Legacy

Craig Small's title designs have earned two nominations for the Primetime Emmy Award for Outstanding Main Title Design.^[6] He also received recognition in the 2001 Applied Arts Awards for his film editing contributions to the Flow 93.5 Campaign, a project highlighting innovative broadcast visuals.^[36] Described as an award-winning visual artist, Small has been honored for his broader work in design and animation, including Canadian accolades for creative direction in music and media projects.^[4] Small's legacy encompasses his advancements in motion graphics and live visual performances, where his techniques have shaped dynamic collaborations in entertainment. By co-founding The Juggernaut Productions in Toronto, he has fostered innovation in the local creative community, emphasizing serendipitous and interactive elements in visual storytelling.^[6] As of 2025, comprehensive details on post-2022 awards or expanded international influence remain sparsely documented in public records.

References

[1]
Craig Small - IMDb
Craig Small is a Canadian designer, animator, creative director and inventor who worked at several top design and post houses before co-founding his own studio.
[2]
about - Craig Small
Craig Small is a Canadian visual artist and director who worked at several top design and post houses before co-founding his own studio, The Juggernaut, ...
[3]
The Biblio-mat - Monkey's Paw
The Biblio-Mat is a coin-operated vending machine that ... The Biblio-Mat was designed and constructed for the Monkey's Paw by animator Craig Small.
[4]
the 'biblio-mat' by craig small randomly dispenses books for two ...
Nov 19, 2012 · The 'biblio-mat' is a random book dispenser which was conceived as an alternative to the often ignored discount sidewalk bins or tables of old publications.
[5]
Craig Small - Making Music Look Amazing
Apr 10, 2024 · Craig Small is an award-winning visual artist, director, and animator. A co-founder of The Juggernaut Productions, Craig is constantly inventing unique and ...
[6]
Craig Small - Vimeo
Craig Small is a Canadian visual artist, director, designer and animator who worked at several top design and post houses around Toronto before co-founding ...
[7]
Canadian artist's book vending machine makes its debut at Jack ...
Sep 30, 2021 · Craig Small/Craig Small. He grew up in Strathroy, Ont., outside London, where his father worked in the auto parts industry. Small spent many ...
[8]
Spin design services » Playback
... animation house based in Toronto ... Core Logo, Last Night and Kitchen Party. Also out of Toronto, Faith design studio ... Craig Small, formerly of The Daily Post, ...
[9]
Connor Undercover (TV Series 2009– ) - Full cast & crew - IMDb
Main Title Design. 26 episodes • 2009–2011. Casting Department. Edit ... Craig Small. title designer. 37 episodes • 2010–2011. Raymond Chua · Raymond Chua.
[10]
https://www.imdb.com/title/tt2404171/
[11]
https://www.imdb.com/title/tt7574126/
[12]
the juggernaut - Craig Small
THE JUGGERNAUT PRODUCTIONS ... Craig Small and executive producer Patrick Fay, The Juggernaut is a leading Toronto-based production, design and animation studio.
[13]
Craig Small - The Juggernaut
Craig Small. DIRECTOR / DESIGNER. LIVE ACTION & VFX. Juno Awards. Baroness von ... craig@thejuggernaut.ca. Copyright The Juggernaut. All Rights Reserved.Missing: Emmy | Show results with:Emmy
[14]
The Juggernaut Q&A: A Far Cry from VFX success - Broadcast Beat
With clients like Ubisoft, Walmart, Disney and Coca-Cola, The Juggernaut enjoys global reach as a highly reputable VFX studio.Missing: notable | Show results with:notable
[15]
Biblio-Mat: For $2, a new invention for old books - The Globe and Mail
Nov 20, 2012 · The Biblio-Mat took Fowler's friend, film animator Craig Small, four months to assemble from off-the-shelf materials. He hasn't yet ...
[16]
Behold, the Biblio-Mat: Collect All 112 Million Titles!
Nov 20, 2012 · Conceived of as an “artful alternative” to bookstore sidewalk bins, the Biblio-Mat was designed and built by Craig Small. It uses a series ...<|control11|><|separator|>
[17]
JACK WHITE AND THIRD MAN RECORDS ANNOUNCE THE OPENING OF LONDON STORE,
### Summary of Literarium Machine and Related Details
[18]
Introducing The Literarium: A Novel Serendipity Machine. This ...
Every chapbook (created by Third Man Books) within is a Literarium-exclusive, and inventory is constantly evolving. Take a lucky dip and you may find yourself ...
[19]
Communism The Band on Vimeo
Mar 1, 2020 · This is "Communism The Band" by Craig Small on Vimeo, the home for high quality videos and the people who love them.Missing: VJ collaborations
[20]
https://www.vendingtimes.com/news/phono-mat-in-toronto-vends-vinyl-records/
[21]
A look inside the Distillery District's kaleidoscopic light festival
Jan 21, 2019 · The Toronto Light Festival returns to transform the Distillery ... Toronto-based artist Craig Small's glowing heart was inspired by ...
[22]
Michael Bublé | #MBLoveTO
- Created by Toronto-based visual artist, Craig Small -. "I absolutely love the way Craig's sculpture captures how love is multi-faceted. It's a theme I ...
[23]
9 Toronto Light Festival Highlights That Will Brighten Up Your ...
The sculpture incorporates hundreds of animated LEDs to light eleven acrylic panels. Toronto-based visual artist Craig Small created the sculpture. Photo: ...
[24]
2015數位動畫展－有影切片 - 台北數位藝術節
Craig Small為獲獎創意總監及加拿大動畫工作室The ... design and animation giants including David Carson, Chris Landreth and Clyde Henry Productions.
[25]
Toronto Light Festival 2019 at the Distillery District - Torontonicity
Jan 26, 2019 · Long View at Toronto Light Festival 2019 ... Craig Small, a Toronto-based artist who used animated LEDs to bring ...
[26]
Home of the Week: A high tech live/work space with a heritage vibe
Nov 4, 2020 · Craig Small and Patrick Fay had been running their media and film production shop from offices in downtown Toronto for about 12 years when ...
[27]
Craig Small - International Flipper Pinball Association!
Craig Small. Current Rank : 20822nd. Player Picture. Player Information. Name: Craig Small. Country: Canada. Years Active: 6. Registered: No. IFPA Player #: ...
[28]
Flow 93.5 Campaign: Print (3) Equalizer, Afro, Reggae, Web(1) 6 ...
... Design: Michelle Donnelly, Danielle Cumming Illustration: Christian Borstlap, Christina Yu Producer: Francis Smith Film Editing: Craig Small ... Canada and beyond ...