Ha, we get this question quite a lot

I don't think we go out of our way to make people cry, it's just the result of our actions. The whole idea is just to make characters that have actual character arcs and make the story meaningful if you're giving it a chance. We always pick very human themes that everybody can connect with. It's often painful to see peoples reactions. I remember showing people the Ori BF trailer in a Behind Closed Doors session at E3 2014 and there were quite a lot of journalists who had tears in their eyes. I think Blind Forest's story beats hit home for everyone who had lost a parent in their lives... Ori and the Blind Forest was a coming-of-age story, it dealt with a lot of things and the main focus was probably motherhood. For Will of the Wisps, we picked another theme and I think - and hope - that it'll affect people in a similar way.
Making people cry isn't really our main goal, but telling a meaningful story with memorable characters definitely is. I like to think that we invite people on a journey - you get attached to our characters and if we're successful, you're emotionally engaged as well. We also have Gareth writing his music as part of our storytelling process. Music to us is as important a story-telling device as acting/animation or writing is, which I think is still quite unique in this industry, where most people are focused on main-themes, whereas we write unique music for every cutscene, so that we get full control and can 'manipulate' our audience for lack of a better term