Boosting the Creative Component with the success of Toy Story Jobs realized that he had hit something big He had tapped into his Silicon Valley roots and, with Catumull's team, used computers to forge a unique le of creative moviemaking. In each of their subsequent films. Pixar has continued to develop computer animation that has allowed for more lifelike backgrounds. texture and movernent than ever before. For example, because real leaves are translucent, Pixar's engineers developed special software algorithms that both reflect and absorb lighu. cre ating luminous scenes among jungles of clover In spite of the significance of these advancements in computer animation, Jobs was well aware that successful feature films would require a strong creative spark He understood that it would be the marriage of technology with creativity that would allow Pixar to rise above its competition. To get that, Jobs fostered a campuslike envi ronment within the newly formed outfit, similar to the freewheeling. charged atmosphere in the early days of his beloved Apple(where he also returned as acting CEO) It's not simply the technology that makes Pixar," said Dick Cook, former president of Walt Disney studios. Even though Jobs did play a crucial supportive role best it is Catmull, now elevated to the position of Pixar's