animation writing and development

http://www.amazon.co.uk/Animation-Writing-Development-Script-Effects/dp/0240805496/ref=sr_1_1?s=books&ie=UTF8&qid=1332516354&sr=1-1

 Wright, J.W.2005. Animation Writing and Development: From Script Development to Pitch.Focal Press
academic
Source:Book
“However, really outstanding, professional-quality artwork can help sell your show.”

This quote suggests that you can always have a pitch and an idea which can be bought by many people however artwork can really make the project. The art work can tell a story and can really show off a message behind it. This wasn't the first quote Ive seen however it jumped out to me as  a game designer, a programmer or a director can always have an idea, but its the look and cocept art that can make the idea seem real.