By day Edward Heath is a mild mannered city dairy owner serving customers across the counter.
By night the Filipino-born qualified accountant indulges in his hobby - making animated videos.
The 39-year-old admits it is a fledgling hobby, hardly enough to make a living from, but an outlet to use skills which may one day find him working among the best. After all Peter Jackson had to start somewhere, says Edward.
So far he has put together three animated videos dealing with a variety of subjects - a boy shooting a rifle, a Len Lye inspired flash sequence, and a 35 second cameo titled Lightning Man, which shows lightning special effects flashing between Edward's hands as he sits in a chair.
Edward's work combines video with selected animated software package to help produce the finished result.
But like all burgeoning film makers he has reached a funding crisis.
"The videos are easy to make but if I want to go the next step I need to buy more 3D animated software, and that's is quite expensive, around $1500 to start with," he says.
"I have to remind myself it [video making] is just a hobby and remember I have a business to run."
Edward arrived in Rotorua four years ago to manage the Goldie Luck Dairy on Hinemoa St for his sister, before taking over the ownership.
The self taught video film maker worked as an optical technician for eight years in Auckland while studying IT at Unitec.
"I found I had a skill in the optical industry but I really enjoy owning my own business, and working on animated videos," he says.
Friends have helped when solving technical hitches with sound and special effects, he says.
The three videos can be viewed on Edward's Facebook page.