By Michael Gold, Head of Production
June 24th 2020

5 THINGS TO CONSIDER

Right now, communications seem to be in a hiatus. Time, uncertainty and budgets mean that it is difficult to know what direction to go in when sending out a message… so a lot of people aren’t (or they’re at least communicating less). But internally and externally, in times of crisis, it is probably more important than ever for companies, teams and brands to be getting their message out there. “We’re still here!”, “We’re playing our part”, “Stay safe!” or “Here’s how we move forward!” Whatever you’re trying to say, it still needs to be engaging and you still want people to listen. ​

Filming right now is difficult, not impossible, but restrictive. Podcasts and audiograms are a great alternative and a cost-effective solution. But animation is another option. Here are 5 things to consider when deciding whether to animate or not to animate:​

Style

There are a range of styles and visual approaches that can dazzle your audience. You can employ anything from cost effective kinetic typography (animating text) and 2D icon based animation, through to more complex character, stop motion or hand drawn animation, all the way up to complex 3D animation and compositing (live action footage with graphics superimposed). They all have their own unique advantages and vary in cost, but the sheer diversity means you can find an appropriate visual style that meets your budget and still keeps things interesting. ​

Creativity

The possibilities are endless (more or less)! If you can imagine it, you can create it. This allows you to grab attention in unusual and distinctive ways that perhaps aren’t as possible with live action.

Flexibility

In some ways it’s easier and faster to adapt or adjust your animation than if you’d filmed your content. It’s possible to change your message, icon or text with the click of a few keystrokes, rather than the effort and time it takes reorganise a shoot or research and locate new footage. However, be aware that if you want to completely move the goals posts, this can be costly. Complicated animation and graphics can take time and so unpicking them can also be as time consuming. Prepare carefully and lock down your content, script and style and you’ll avoid expensive pitfalls!

Authenticity

There’s nothing more moving or genuine than watching real people expressing emotions on screen. More often animation is utilised as an imaginative way to enhance informative, dry, complex content. However, that’s not to say you can’t appeal to hearts as well as minds. Animations and motion graphics based around real interviews, real experiences or user generated video or audio content, can still connect emotionally with an audience. Humour can often work really well, as audiences seem to be more accepting of the ludicrous and the ridiculous when it comes to imaginary characters!​

Audience

How will my audience connect with the approach? This is a question that you need to ask when making any film or animation. However, consider: will my audience find these animated graphics unexpected? Is this a unique way of communicating with them or a unique style? What’s the alternative approach to delivering the message?​

Whilst animated and graphical content definitely has its place, it isn’t the answer to everything. However, it is often bright, eye-catching and imaginative and you can still make people laugh, smile, think and engage with a well-crafted piece. So what are you waiting for? POWER YOUR STORY with animation!​

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If you’re looking for creative ideas or need any support with your visual communications, call 020 7439 8259 or email the production team.

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