Where Can You Use Animation?
Like a housecat looking for a second dinner, animation is creeping ever more frequently into new and promising places. This week, we’re going to show you some of the classic homes that animation has found for itself, as well as some of the more interesting and unconventional appearances animations have been cropping up in.
Starting off with the traditional one, broadcast will always be a safe spot for animation. With television being the most prevalent format, animation can assume the role of cartoon, advert, ident, intro, credits sequence and more.
For example, we were asked to create an animated title sequence, closing credits and stings for a series by The Tenant’s Voice (TTV). Now whilst we didn’t animate the entire show for them, TTV understood the impact that a series could have for their reach and brand recognition – the animated title sequence, stings and closing credits were something different, detailed and interesting, really giving the series some personality. What makes this pairing of animation and marketing excel is its proficiency in gradually developing brand awareness and long-term interest in the company’s message—a crucial strategy for small businesses looking to reach new audiences.
No serious business needs to be reminded of how powerful great adverts can be. A memorable advert that manages to strike a chord with their target audience or viewers is an invaluable marketing tool and asset, regardless of the nature of your business. In a time when there are so many electronic devices vying for users’ attention, animated adverts succeed in making their mark because they fulfill what animations excel at – they entertain, catch your attention and are very memorable. Add animated characters or logos and your brand’s recognition can be huge!
For many of the same reasons why broadcast animation is such a successful tool for businesses, hosting your own animations on your site or even directly on your landing page is a popular option. This is often in the form of an explainer video – a short video which is fully animated or executed using motion graphics with the purpose of making a complex idea, company or product simple and understandable. These types of videos are one of the most diverse and effective tools available to companies of all sizes for growing their business and delivering their message.
Once you have your animated explainer videos made, you can then stick them pretty much anywhere! With posts including video much more likely to be engaged with and shared, these go well on any of your social media streams: LinkedIn, Facebook, Twitter etc. Also, if your business isn’t already on video sites, definitely start! With everyone and their Nan Googling everything they’re curious about, Google-owned YouTube is a great place to host your animated content.
For something really fancy which has worked wonders, especially for startups, you might want to take the plunge and launch an entirely animated website. This might sound a little bit bonkers at first but just take a look at the Webby award-winning laundry company, Alfred and their site. This is the perfect, high-impact strategy that makes you stand out and ensures you stick in the memory of your visitors. This kind of animation can be done for single products or brands too, not always the whole site and we think you’ll be seeing much more of this scroll-controlled feature website in the coming years.
Places of Learning
Harking back to the explainer videos we mentioned earlier, animation really lends itself to information retention, so it assumes the position of teaching tool seamlessly. Businesses come to Fudge often, looking for ways in which we can make a dry topic interesting for their internal communications and their employee training.
Training videos are perhaps the most lengthy and the most important communications a company is likely to deliver to its employees. It goes without saying how vital and effective on the job training is, but how to get the best possible results out of your employees? Oftentimes, what you want from a customer is exactly what you want from a trainee: engagement and conversion. With the added challenge of getting your training seen by sometimes thousands of staff and on a tight budget, conventional training methods struggle to keep up… Once such client was the NHS, for whom we created a humorous animated film based loosely on Peter Howitt’s 1998 romantic comedy Sliding Doors. Working in the medium of animated training video allowed us to create a story out of an uninspiring topic which was memorable, relatable and would encourage users to share their new found knowledge and passion.
This type of slick, information-driven animated content fits well into presentations, pitches, and classrooms. Museum-goers will also find this style of motion infographic familiar as it is cropping up more and more to replace the intimidating plaques of text next to the exhibits. These are typically set on loop but the more cutting-edge museums offer interactive elements where various animated options are available through touchscreens, buttons or voice controls.
Out and About
Animation isn’t just for conventional screens; it can be found in the real world too! It’s often utilised in advertising form on huge digital billboards and set on a short loop. This extra motion element catches the eye of passersby, increasing ad impressions. This is a concept which is appearing all over the place: on lottery counters, in shop windows, at bus stops, heck – even on the sides of busses themselves. With the exception of print, there’s no reason why any existing physical visual advertising can’t be given motion!
Another medium which has become ripe for animated video is demonstration. Conventional demonstration at events and conferences for products or brands can be given life with animation but where it really shines is during safety demos. You must have seen this whilst waiting for take-off on your last flight: animated flight safety demonstration videos are fairly ubiquitous now. Gone are the days of the retro live action offerings that nobody watched or cared about – so much more is possible with animation to can break down important information and hold attention.
Sports and advertising has been a constant pairing since before it was even televised so it’s no surprise that animated advertising is involved nowadays. The static boards around football pitches are the most obvious example, but look out for the big screens at cricket, basketball and other popular sports. These screens are also home to a host of animated score celebrations, team splashes and other such clips. This is great for building excitement and transitioning into and out of existing subtle advertising.
That’s just about it for this week, we hope you’ve been given some reason for thought about the possibilities when it comes to placing your company’s animated videos. Got some ideas brewing? Give us a call or an email and we’ll be able to give you some proper, tailored advice for your project.
We’ll be back next week so until then, look out for more entire animated websites, animations on the sides of blimps and in museums! We’ll leave you with perhaps the most unconventional location for an animated video: during the trailers for a movie at a cinema in Birmingham, Ben had a very special kind of stop-motion video for his girlfriend Kirsten…