LG Signature material board created by VSLB

Marketing in Motion: How to Make a Brand Animation

Animation, highly familiar to the film world, has made its grand entry into the marketing realm. It is a simulation of movement created by a series of pictures and is primarily used for storytelling. Marketers around the globe have reshaped them into a powerful tool to attract and lock their audiences’ attention. As a result, 3D product animations have made their way into the top digital marketing strategies in 2021.

Benefits of Making a Brand Animation for Brand Marketing

 

Multi-purpose Usage

Animations are easy to add to websites, blogs, digital signage, and social media platforms. Marketers can also include them in emails to send to prospective buyers to capture their attention.

Quick Retention

Consumers are more likely to retain visual content like animations over plain texts — making animations a tremendous digital asset for brands.

 

Easy Updating

Unlike traditional adverts, 3D animations are easier to update. Not only can marketers keep the content fresh, but they can remove any obsolete parts.

 

Fewer Costs

Other video content needs a lighting crew, expensive equipment, and more. On the other hand, animation allows creators to quickly design and alter these aspects on the computer, thereby lowering the total production costs.

 

Fast Production

Brands can also save time through motion graphics as they are easier to develop. With special effects, brands can create more engaging videos in no time.

 

Fun Element

Many equate animations with fun. This fun element is one more way to create a connection between the customers and the brand.

 

How to Create a Brand Animation

Step 1: Identifying Brand Philosophies

Every brand weaves a product around its core philosophies. Sometimes, it is not easy to convey these ideas and values in text to prospective buyers. But with digital animation, brands can now identify and communicate their philosophies seamlessly and with ease. In addition, brands can choose their product’s unique features to highlight in the video.

 

Step 2: Storyboarding

After becoming acquainted with the philosophy, designers brainstorm and craft the concept for the Virtual Space that resonates with the brand’s image. Then, they storyboard the full animation into panels. A clear picture of the final video then forms at this stage. This step helps designers know if the envisioned concept is in line and approved by the brand.

A storyboard make for LG Signature 2021
LG Signature material board created by VSLB

Step 3: Creating Virtual Spaces

With the concept map in hand, designers start creating the Virtual Space. First, create a basic 3D model of the product. Choose a suitable and tailor-made background that puts more spotlight on the product. Second, try out different amounts of lighting and shadows to make the space as realistic as you want it.

Third, add textures to make everything look like a setting in real life. Additionally, try different colors to know which looks the best. Lastly, the animator rigs the product models to move in different directions.

A clay render of the living room for marketing animation animation made for LG Signature as part of their 2021 marketing plan
A clay render of the living room for marketing animation animation made for LG Signature as part of their 2021 marketing plan

Step 4: Previewing Animations

Designers create preview animations to know the speed of different elements. This step allows designers to look out for any missed timing or add new gripping transitions. Overall, previews serve to examine the smooth movement of all elements in the animations.

Step 5: Producing Style Frame Images

After checking the motion, the next step is to create style frame images. The animation is a series of these images that move at a certain speed. This causes an illusion of the movement of objects in the video. This helps the creator know whether all the styles, lighting, and texturing fit as perfectly as expected.

marketing-in-motion-how-to-make-a-brand-animation-styleframe-winecellar
marketing-in-motion-how-to-make-a-brand-animation-styleframe-fridge
marketing-in-motion-how-to-make-a-brand-animation-styleframe-oledr

Step 6: Using Render Farms

Render farms are used to build the complete 3D rendered animations. They are a cluster of computers that produce high-quality generated visual content. All elements are brought together to create the final video. Usually, most companies build their own in-house, while some outsource the service.

Step 7. Animation Post-production Processing

Before going live on websites and social media platforms, the creator replicates the preview animations with the required visual effects and transitions. The final animation is ready to be delivered in the required formats.

Brand Animations: The Next Successor in Video Marketing

Technology continues to ease every brand’s efforts in marketing and advertising. One such powerful tool it presents is Animation. The appealing visuals flow seamlessly as the brand narrates its story to the audience. It has become the most efficient way to grasp the fleeting attention of customers in the digital era. From conveying complex ideas to building a rapport to attract buyers, animations hold the key to success.

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