With the explosion of 3D character animation across contemporary screen media, more people, disciplines and technologies are now engaging with its production. Explicit representations of computer animation processes help facilitate engagement at a high level, however fail to convey the depth of specialised creative techniques, technical processes and discipline language that is prevalent during the act of animating. This paper introduces the Mk I production model', a conceptual process which through its novel use of the software engineering methodology agent-oriented modelling', conveys such specialised attributes within an explicit process for producing 3D character animation. To gather insights into how this model is used and perceived by animators within a production environment, it was entrenched within a large undergraduate student animation project named Gunter's Fables', where it was positioned as the principal device to inform animators of the production process and their expected activity. The project management team also used the model in weekly peer review sessions as a basis to evaluate animation, and to convey progress and achievement with a colour rating scale. Upon completion of the production phase, the project's 12 student animators successfully delivered 41 short, 10-15 second 3D character animation scenarios that were deemed to be of a consistent and fit for purpose quality. Findings from regular sweatbox' review sessions and questionnaires suggest that further investigation and iterative development of the model may improve user engagement with the process. However, the model's demonstrated ability to inform a depth of production process supports the notion that this novel production concept presents a way forward in the communication and production of 3D character animation, and allied animation activities.