Now that we’ve done all the pre-production work, we have all the sights and sounds sequenced into a synchronized timeline. Everybody involved in production knows exactly what to do. Now the rubber meets the road, and we choose how to communicate your business story in the most cost effective way.
This is an often over-looked step between the storyboard and the animation process or camera shoot. It’s really in-between pre-production and production. Before any animation or camera shoots are done, the design (look and feel) need to be addressed. The art director outlines the production style, the character’s look, the degree of background complexity, etc.
The ‘art direction’ label is a bit misleading. This step has less to do with artistic creativity than in determining how best to visually represent the business story while staying within budget.
Videography (Camera Shoots)
A camera shoot may or may not be necessary for a specific project. There may be existing footage that can be repurposed and edited into your video. We often decide that the best way to communicate your messages is with animation, recorded product demos, or some other ‘non-live’ footage. For our business story videos, camera shoots typically involve talking head interviews, and B-roll shoots to establish location and context. Hiring professional actors to play scenes on studio sets is generally outside of our budgets.
Animation begins with a layout and posing process. The layout artist uses the storyboard to develop the proper camera positions and determine the variety of character poses that will be required.
The illustrator then produces the characters in their various poses, the backgrounds and the props (desks, chairs, office equipment, etc.). And, finally, the animator brings the characters to life, making them walk, talk and interact.
Motion Graphics and Kinetic Typography
Movement on the screen maintains viewers’ attention. If a scene involves a lengthy speech by a character (either animated or live), we add interest and augment the information being communicated through the use of motion graphics. Charts and illustrations containing statistics or representing an activity of some sort are shown while the character is speaking. Motion graphics add movement. For example, a static bar chart will grow, or an object referred to will fly onto the screen. Kinetic typography is also employed to hold attention. Instead of a static label or title, the text moves on the screen in a number of ways.
Voice Talent Recording
Your project will likely need a voice talent (maybe more than one). Finding the right talent can be tricky. Professional voice-over narratorsand voice actors can add dimensions of meaning to the script with pacing, intonation and volume. Attributes in your written script like bolding, italics, and punctuation indicating excitement, surprise, disapproval, etc. must be translated into sound by your voice talent. We have sourced professional voice talent and use them to great effect in our videos.