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Casual's London animation team recently delivered a couple of touching films for healthcare engineering whizzes WSP. The animation features WSP SVP of the US, Nolan Rome, talking about some of the ingenious steps they are taking to design future children's hospitals.

 This is the 20 second teaser version:

You can see the full video here.

Neat right?

Because everyday's a school day at Casual, we thought we’d take a minute to look how the specific facets of animation enhance the message of this video.

1. It allows you to show and tell

2. It adds production value

3. It makes the message more memorable

Let's have a look at them in a little more depth:

Showing and Telling:

 

How to animate iPad

 

For example: as Mr Rome explains how the children are provided with iPads (above), we see this on screen. This adds a visual hook to the dialogue, engaging two senses rather than just one and making what is being said significantly more memorable to the viewer.

 

2. Production Value

From a production point of view, shooting a talking head (as featured in this film) is about as simple as movie making gets. The addition of animation makes it appear significantly more professional and upscale. Chris (the animator) has done an excellent job of bringing it all to life, but in the grand scheme of things, it’s not the most complex of productions.

Animation still carries a degree of magic to it, which is why so many clients use it to communicate. It can be used to quite literally bring a brand to life - for example moving logos etc. This video is more reflective of the nature of WSP's brand, rather than its specific look.

3. Emotional Resonance

Finally, and possibly most importantly, animation adds to the emotional engagement of the audience. Small flourishes in the animation – like the sad look on the girl's face at the beginning - increase the viewer's engagement with the subject. This is because we are programmed to either like or dislike people or things that we believe are alive. In this case, the animation of the girl, while in reality just a collection of moving lines on the screen - build what is known as anthropomorphic empathy. The emotion this generates then codes the associated information into our brains. This makes it far more memorable and impactful.

There we go. A touching animation and a slice of learning. Who said we didn't look after you guys?

Topics: Being a better commissioner, Animation, Talking head, Production process, How-to, Explain or promote products and services

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