At a time when technology advances and the proliferation of channels have made it easier and quicker for brands to distribute and promote rich content, the use of animation has flourished – largely because it provides a remarkably effective way of distilling information into a pure, focused and compelling message.
In the perfect world every piece of brand communication would contain one simple, compelling message – easy to encapsulate in a headline. Something like this:
Unfortunately the real world is often messier than that. In reality clients need to communicate not just simple ideas like, “Your career will never get off the ground if you don’t read our magazine” but complex ones too. The kind of comms that would often become white papers, presentations that might last a morning and of-course the dreaded PowerPoint deck!
This is where animation can really help. Animation is a great medium for distilling the complex into the entertaining. This alchemy in many ways is the power of animation. This distillation process is much more than simply making PowerPoint graphs move, it involves the same kind of rigour you’d expect when creating a poster headline, only this time we’re building a story. A story with a beginning, a middle and an end. A story with a common thread that runs through it, where the data is represented by the characters you might meet along the way. A complex idea, distilled to it’s core elements and brought to life.
This distillation doesn’t just happen. Before we get down to the details: scripting, design, storyboarding, animation, voiceovers, sound, editing, there’s important work to be done. What’s the story to be told? Who is the audience and why is it important to them? How much information do they really need? What can be left out, what can’t, and what could be delivered better in a different way?
To get the answers we like to start every project with a kick-off meeting – ideally we run this session as a workshop – it’s where we ask all the important questions that make the rest of the process work. From here we then develop a design concept and outline storyboard, this iterative process is truly collaborative. The end result being the distillation of ideas and complex data into something simple, engaging and memorable that can be taken forward to the implementation phase.
Animation is by far the most powerful way to simplify the complex, explain how things work, illustrate the abstract and bring ideas to life; in a word distillation.