Even films about compliance can be great…

Posted by Nick Francis
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One of the best things about being filmmakers is the breadth of things we get to make films about. There are the dawn shoots in the desert, the police chases through suburbs, even a spot of husky racing through the Arctic tundra. We’ve definitely had our fair share of filmic fun.

Believe it or not though - the job isn’t always passport stamps and wrap martinis in rooftop bars. Every so often we get to scratch our heads a little to convey something a little less energetic. This is where the creativity of the job really comes into its own. Much (if not most) of our work focuses on the types of things which business and financial services companies want to communicate. That includes audit, tax, regulation and compliance.

This is where the true creativity kicks in. One of the great things about making films for companies is the fact that they have to fulfil very specific objectives. This means that we have clear bounds within which to work. It also means that we can choose creative treatments which really clarify what is being shown – which really ‘tell the story’ we are trying to relay. This is where fairly physical ideas can come into play.

PwC - IFRS Rube Goldberg

For this project for a top four professional services firm, we created a technological Rube Goldberg Machine from calculators, computer parts, and robots in order to visualise the digital journey insurers will undertake in preparation for a new piece of accountancy software.

Our brief was to make a film which will convince insurers that IFRS17 will be an asset to their business. We wanted to show them that by embracing technology and digital advances, they won’t only minimise disruption to their business, they will maximise their disruption to the marketplace.

PwC IFRS17 Moodboard

The moodboard helps to show commissioners what the visual style of the film will be

This film is to be used across social media, for events, and in presentations - but we knew that we needed to create something completely different and unexpected in order to resonate with our audience.

As we travel around the circuit, we move from old technology - paperwork representing cumbersome legacy data, to new technology - digital graphics and robots. This journey shows the technological advances made through the years in accountancy.

The visual represents the ease of automation, the smooth journey for insurers, and the build of new processes and systems. This idea allowed us to create a hugely inspiring and impactful film, which is sure to generate high levels of engagement amongst our target audience.

PwC IFRSThe storyboard. This is created in the initial stages of the project to show what will be happening onscreen during the film.

We were really pleased that this film was recognised at the New York Festivals Awards with a Silver Award for production design. Which just goes to show you really don't need to be contained by the subject matter, in fact it just might be the things which inspires you to greater heights. You could end up toasting your film nonetheless.


If you're interested in getting a few more tips on how to make better, more effective videos in less time for less budget download our our TOP TEN tips right here:

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Topics: Explain or promote products and services, Production process

Five ways to land complex concepts with video

Posted by Nick Francis
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Lots of the content that we share in this blog focuses on what the Red Bulls of this world are doing to communicate with their audiences. We share these because the more extreme examples help us to illustrate the underlying principles more clearly. The fact is though that most of the videos that we produce don’t have people jumping out of space balloons, or helicopters or stunts of most kinds. Most of our work is a little... slower paced. That in no way means that it needs to be boring though. There are some really great ways to make even the driest subject matter engaging and interesting. It does help to follow a few key principles though...

1. Keep it Simple

OK - this is a strange way to start a blog about making videos about complex content but do bear with us. The point is you need to condense your information down to the key point you are trying to make - as much as feasible. Do not overload the video with too much content. Think about what you want the audience to think, feel or do as a result of watching and then focus on achieving that one thing. Clarity is essential. It is almost impossible to make a film which is too simple in what it is trying to achieve.

RBI - The Jobtopus (2)

Focus on the elements of the brief you most need to relay to create videos which land the message.

Take this film for RBI Recruitment. They wanted to illustrate the fact that they have eight recruitment titles in their stable. What else is famous for having eight 'bits'? Quite. This animation cuts away everything else they could have included and focuses on the one this that RBI were trying to get across. As a result, it lands the message effectively.  

2. Think about actual people in the target audience group

When making videos about complicated ideas particularly there is a tendency to make them even more complicated by trying talking to the audience as a block rather than a collection of individuals. This can lead to weird phrasing and a quite impersonal feel. The best videos are the ones that speak directly to each audience member. A great way to do this is to think about two or three members of different parts of the target audience when creating your script and film. Do test it by thinking about other members. If you don't know any, it's usually worth doing a little bit of leg work to find them. 

3. Use experts who know and love the material

'Talking head' or interview led films are an excellent, cost effective way to get your message across, particularly if the interviewee has an in-depth understanding and can relate it clearly and with energy, as the fund manager does in the above film for Glint.

Glint - Testimonials 04

A knowledgeable expert can explain ideas clearly and interestingly

4. Use animation and visual metaphor

Animation is a brilliant way of communicating more complicated ideas. This is because it allows you to show and tell the concepts you are explaining at the same time. Normally, you should never explain what you can show - but - using metaphor to underline the principles of the voice over helps to demonstrate the ideas without feeling overly obvious. This makes the information far more tangible and memorable. You can see this at work in this animation for the EIB.

 

EIB - Camena (1)

Visual metaphor is a great way of underlining the key ideas in your animation

5. Don't forget emotion

Content that focuses on creating an emotional response in the audience beats the purely rational in effectiveness tests every time. No matter the subject, it is important that you include a bit of character as this engages a different part of the brain and helps the information to stick. This means the audience are more likely to remember and act on your message. As a quirk of the way our brains work we automatically attribute agency to the objects we see moving. This can be used to great effect to build engagement with the audience. Look at how the character of the ball bearing in this film helps to draw you into the message. 

PwC - IFRS Rube Goldberg

Rube Goldberg machines are satisfying to watch. Here it demonstrates the interconnectedness of the subject matter in a nifty visual metaphor.

But...

Sometimes video works best promoting other media

This might sound slightly contrary to the whole point of this blog, but there may well be some occasions when video is not the right route to take. Emotion and information exist in a balance in all films. Too much focus on emotion – with practically no information – and the film can feel superficial and lacking in substance (think of most fashion ads). Too much information and not enough emotion, and the film will be dry, difficult to follow and impenetrable (some corporate reports embody this pitfall).

They should be like yin and yang. In every informative film you should have a bit of emotion, and in every emotive film you should have a bit of information (even if that is a basic narrative structure). Because of this, if you have lots and lots of information to get across, video might not be the best way to do it. You’ll probably find it more effective to create a PDF document, use video to outline a few salient points and promote reading the PDF through a shorter, more engaging film.


Whatever you're sharing videos about online it helps to make sure that they're the right length to maximise engagement and action. To help you do that - no matter the platform - we created a whitepaper. You can download it right here.

 

Topics: Explain or promote products and services, Production process, Being a better commissioner, Content Strategy

Learning from Nike : How context supercharges content effectiveness

Posted by Nick Francis
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Timing, they say, is everything.

Your audience are faced by a deluge of content every time they browse their social channels. Which is why it is getting harder and harder to cut through to them. Like random banner ads before them, so much content is subconsciously filtered out before they even notice it. The only way to get around it is by creating work that your audience are predisposed to engage with at the moment they see it. This is why the context in which it is viewed is essential in landing your content with them.

Subconscious Filtering?

This filtering of information is essential to allow us to focus on what is important and to stop us from going crazy from monitoring the huge number of stimuli that our bodies sense at any given moment. From thousands our brains limit us to being aware of only around 40. To do this, our RAS or Reticular Activating System (the brain’s CPU) instantaneously filters out anything which our subconscious judges to be extraneous information. This part of the brain learns very quickly what to look out for – it is why when you are looking at buying a red Volkswagen you suddenly see red Volkswagens everywhere. It, of course, also works for the things that we have learned to ignore.

1280-reticular-activating-systemThis is why we can see a hundred different ads while scrolling or browsing and never really notice them, but then one pops up with just the right thing at just the right time and boom, we click-through and buy. This is the essence of context. This is the importance of timing, which is why programmatic retargeting has been so successful (the process that continues to advertise products to you after you have visited a certain webpage). It’s why Google has grown to be, well, Google.

Get the timing right and an ad which cost you pennies to place can become the most valuable piece of advertising you do that day.

Nike put Tiger Wood's Masters win in context

Last weekend you may have noticed that Tiger Woods staged one of the most impressive career come backs in the history of golf, if not sport. He was once the global megastar of the sport, winning 14 major titles and being accused of ruining the game by making the rest of the world's best compete for second place. His implacable, uncompromisingly focused facade hid some challenging truths which came home to roost in dramatic fashion. He fell from grace, he lost his game and dropped out of the World's Top 1000. Most people wrote him off. Last weekend, he came back back and won his 5th US Masters - one, if not the, of the hardest fought tournaments in the sport - at the age of 43, the second oldest winner ever. It was a stunning moment in a story that has captivated the world of sport for nearly over 20 years.

Nike's Same Dream Spot - shared in the moments after Wood's win

Behind the scenes on Sunday, there was another level of genius/fortunate planning at work. In the moments after Woods donned the cherished green jacket of the Masters winner Nike shared an ad on their social channels which nailed the feeling of the moment. A relatively inexpensive edit which allowed them to capitalise on the estimated $22.5M worth of publicity that the brand received while Woods completed his final round. Sunday was the most watched round of golf in history. As far as content goes the edit was pretty basic – a few recuts of old footage of Tiger playing with some inspirational interview audio from his early life. For a brand like Nike the production of a piece of content like this is almost as basic it gets – it was after all a punt on their man actually winning– but it paid off in spades. 

Oreo - You can still dunk in the dark Super BowlOreo shared this image on Twitter when the lights famously went out during the 2013 Super Bowl

Like the Oreo – “you can still dunk in the dark” tweet – it smashed any goal the brand might have set because it was timed to utter perfection. It was amusing and impressive that they were ready with someone who knew what they were doing to be able to create and share it. But it was the timing that really nailed it. That was why it was retweeted 10,000 times in the first hour and was regarded by many as the prestigious 'ad of the night', beating out competition from spots which cost literally one million times more.

How to think about Context

Given the depth of data now available about your audience online, traditional demographic data – the meat and gravy of traditional (pre-digital) audience targeting is fairly lacking. This is because you ultimately want to target anyone who might buy your product or be the right fit for your job - it doesn’t matter where they live or how old they are. A more effective way of thinking about audience targeting is through Behaviours, Emotions and Moments or BEMs:

Behaviours:
Have consumers demonstrated (or exhibited proxy behaviour) that indicates interest in a specific or related product area? Have they actively sought out or mentioned a particular product or service? 
Emotions:
Has a particular product or service suddenly become more relevant to them? Are they posting emotional responses that suggest they would be receptive to certain brand messages? Ice cream can be great for lifting the spirits, a new job for those dissatisfied with work, a glass of champagne for someone feeling elated.
Moments:
What event might trigger a desire to buy or interact? Possibly changes in weather, transport strikes or sports events? Has the consumer entered a specific location which might make them more susceptible to your message - there is always a surge in job searching and relationship breakups around and immediately after Christmas.

Thousands of golfers will have been thinking: "I wonder what putters there are on the market at the minute?" Bang. That was the moment the video hit. That is the essence of context.

The reason this timing is so essential is that it allows the marketer to take advantage of the specific triggers that will lead your audience to engage in any given moment. How many people reached for an Oreo while watching the Super Bowl after seeing that tweet and in all the press it got afterward? More to the point, the Nike video was perfectly timed because it was shared at the moment that the audience are at their most inspired. Thousands of golfers will have been thinking about dusting off the clubs and maybe replacing their putter before playing a round. "I wonder what putters there are on the market at the minute?" Bang. That was the moment the video hit. Building on the positivity and oozy feelgood-ness of the moment and tying the brand into his glory. Making sure it was front of mind for anyone thinking of getting back out there and 'spoiling a good walk' - as Oscar Wilde would have said.

How can you find out about the BEMs of your audience?

The best way to work out the BEMs that work most effectively for your target audience is through testing and measuring. Make some sensible assumptions and then try them out. How can you use the information that you know about your audience to create content that will hit them while they're doing just the right thing, at just the right time, in just the right mood to engage? Test, measure, reiterate and improve.


Wherever or whenever you are targeting your audience, according to Google/YouTube the key to effective content campaigns is really great content. Download our free ten step guide to making sure the material you share is as good as it can be right here:

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Topics: Attract and retain the best candidates, Explain or promote products and services, Increase brand awareness and appeal, Boost sales and encourage donations, Being a better commissioner, Content Strategy

How can corporates use video?

Posted by Nick Francis
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One of the major challenges we had when we started Casual was that video can be used for such a wide range of things. Before we realised the importance of focus, we would answer the question “So, what can you make films about?” with the pretty useless “Almost anything”. Over time, we learned to be a bit more specific, and, in the last 12 years, we have made films that bring the whole of the employee lifestyle to life, from initial awareness, through recruitment, and on to ongoing engagement, and learning and development. We’ve even made films that retain and build a network of alumni for those who’ve moved on. We’ve made product promotions, adverts, discount films, branded content and conference openers. Some of these with actors and others with online influencers, with helicopters, drones and bodycams.

Casual Films Different ways of using video

Casual has made over 8,000 different films for almost everything a company could want a film for. It’s really important to understand that film or moving images can enhance any message you might have to share. Video is a great way of weaving emotion into selected facts. This increases their impact, memorability and the chance that people will act on them. Let’s look at some of the ways that video has been used by corporate communicators.

We use the following classifications at Casual to separate all the different things that our clients have used our work for in the past. This is not exhaustive, but it does give a picture of the breadth of uses. Some of these are quite similar – or even overlap – and rely on similar attributes of video for their effectiveness.

Boost sales 

“Shoppers who view video are 1.81X more likely to purchase than non-viewers.”

– Adobe

The most common films made by companies, which we see in our day-to-day lives, are those designed to sell things. From the dawn of TV, advertisers have been promoting their wares, using every trick in the filmmaker’s book to introduce, promote and explain their products. Films that are able to do this remain the kings of corporate films. From the time in the 1940s and 1950s in which advertisers were able to show that there is a direct line of correlation between the amount spent and sales increases; the budgets for these short films have grown, in some cases to become eye-watering. The annual colosseum of televisual advertising – the US Super Bowl – boasts vast audiences, and hence has a cost of around US$2 million for a 30-second advertising spot. Each year, companies compete to outdo one another and be recognised as having the best commercials of the night.

 

Greater Anglia - Spring Campaign

 

Promoting sales with animation: Greater Anglia Railways

At the other end of the spectrum, the prevalence of regional TV and now the spread of the Internet have made this type of marketing accessible to any business that wants to use it. There are a wide range of approaches available, from the relatively indirect to the focused sales activation described previously.

Encourage donations/funding

The emotive power of video makes it an excellent tool for pulling on the audience’s heartstrings, and getting them to part with their money or time. I’m sure you are aware of the way that charities have used videos since the 1980s. These can also extend to Kickstarter and crowdfunding campaigns. Video’s ability to simplify a message into a really compelling minute or so makes it excellent for this.

Introduce a business

As with encouraging funding, the ability to compress time and turn a ‘who we are’ PowerPoint presentation into a punchy 60-second promotion with music and branded graphics/colours makes video a useful tool to clarify exactly what your business does. The majority of websites that we have audited – over 1,000 thus far – are not using video on their homepage.11 They rely on the visitor being able to grasp what the business does in the few brief seconds before they click elsewhere. It is a truism that people/businesses tend to market to themselves. As such, there is always far too much assumed knowledge, which makes websites impenetrable.

A video is a great way of capturing attention and explaining, in an accessible format, what the visitor should be looking for. This is why having a video on your homepage can improve click-through rates by up to 80%. This video can also be used in presentations, pitches, reception areas and for new joiners/potential recruits – anywhere you might want people to quickly understand, through compelling media, who you are and what you do.

Promote a product or service through explanation 

“4x as many customers would rather watch a video about a product than read about it.”

– Animoto

Explaining succinctly what a product or service is or does is another effective use of video. Once again, most businesses communicating anything assume too much background knowledge. In this instance, video can break down exactly what the product is and does, and build trust and understanding in an accessible package. This may be through an animation, which is effective when used to illustrate complex messaging, because of the ability to ‘show and tell’ at the same time as using accessible metaphors.

Another effective way to promote a service is through interview-led videos with experts, clients or users. These increase the audience’s trust in the product by borrowing from the featured subject’s standing: their expertise or experience. Interview-led films or ‘talking heads’ are useful because they are pretty much the cheapest videos to produce, and we find human faces innately intriguing.

Get people excited

The moving nature of video makes it a great tool for exciting an audience about something. Admittedly, this could be an extension of promoting a product or service. However, it is distinct in that the method is less based on relaying information and explaining, and more focused on generating a positive emotion in the audience. One way of looking at it might be to say that explainer films engage the logical left side of the brain, while a film to get people excited targets the feeling, creative right side. These usually employ a stirring script and a voiceover with powerful music to do this. Both of these types of film, explainer and exciter, aim for the same outcome, though – getting the audience more engaged.

Increase brand awareness / tell a story

In reality, all the video content that companies share has the effect of building (or, unfortunately, sometimes damaging) their brand. Some videos are made specifically for this purpose, though. They may aim to align the business with a cause that matters to their target audience, or reflect on someone or something that they’re interested in. It may extend to them wanting to share a story related to the company – the history or something that has inspired them.

 

Glenmorangie - Evolution of Craft (1)

 

Increasing brand awareness: Glenmorangie - the Evolution of Craft

Attract the best candidates

Video is an excellent way to illustrate relatively intangible things, such as a company’s culture. Most people looking for a role at a new company will research what the job is about, beyond what is included in the job description. Video is a great way of sharing some of the things that make your company special.

Casual Films SGOSS Recruit and Engage

Illustrating your culture: SGOSS - Become a Governor

In the hypercompetitive job market one of the best areas for businesses to compete in is through an engaging, motivating and, crucially, well-communicated culture. Video can be invaluable in helping to build that culture, through communicating what the concept of the brand means. This is where video can be invaluable – it allows you to communicate with your potential (and current) staff on an emotional level. One point to note is that, in the age of resources such as Glassdoor (which allows employees to rate employers for all to see), it is important that the offer and reality align. Recruitment videos are split into two categories: employer/employee value-proposition brand films and profile/day-in-the-life films.  

Videos to promote and clarify a company’s diversity and inclusion policies should be included here too.

Train my colleagues

Another type of internal communication that uses video is learning and development. The zero cost of distribution, and the ability to make changes and amendments to videos on an ongoing basis makes them useful for sharing information and training across a large organisation. Animation works well for information, and interactive video is good for training, because it allows viewers to choose responses and outcomes. The functionality of interactive video also allows for scorekeeping and sharing, which is a useful way of injecting a little competition into the learning process. Beyond that, simply being able to show videos and then have people discuss them helps to increase the effectiveness of the learning.

Change behaviour

The external equivalent of internal training, making films to inform and change behaviour, is nearly as old as film itself; for example, the public information films that were used to keep the population up to speed in the first half of the 20th century. The modern equivalents are usually produced by governments or charities.

Start a discussion/conversation 

Video removes any unnecessary information and pauses. This condenses the amount of time it takes to share different viewpoints in an argument, which makes it useful for setting up a discussion. Such videos are usually played at the beginning of an online/offline discussion, or to change to another subject.

Recording an event

The quality of an event film is, understandably, usually tied to the quality of the event itself. It is a useful way of encapsulating what happened, what was discussed or featured, and who was there. With some appropriate music and a dynamic edit, the video becomes a useful tool for promoting forthcoming events too.

But not everything – emotion vs information

All this having been said, there are some things that video is not great at. Emotion and information exist in a balance in all films. Too much focus on emotion – with practically no information – and the film can feel superficial and lacking in substance (think of most fashion ads). Too much information and not enough emotion, and the film will be dry, difficult to follow and impenetrable (some corporate reports embody this pitfall).

They should be like yin and yang. In every informative film you should have a bit of emotion, and in every emotive film you should have a bit of information (even if that is a basic narrative structure). Because of this, if you have lots and lots of information to get across, video might not be the best way to do it. You will probably find it more effective to create a PDF document, use video to outline a few salient points and promote reading the PDF through a shorter, more engaging film.


Whatever you're making a film to do, it really helps to be clear on what you are trying to achieve from the outset. We pulled together some top tips on how to get your thoughts aligned before you pick up the phone. Following the ideas in this document is the most significant step that you can take to maximise the effectiveness of your project spend. Check it out here:

DOWNLOAD BETTER BRIEFS

 

Topics: Attract and retain the best candidates, Train and develop staff, Explain or promote products and services, Increase brand awareness and appeal, Boost sales and encourage donations, Production process, Being a better commissioner

Mitie: How can video explain the future of the workspace?

Posted by Nick Francis
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Mitie is the UK's largest facilities management company. They have been putting a fair bit of thought - and action - into what the information revolution means for the workspaces of the future. These ideas have been tied together in a plan called: The Connected Workspace.

Mitie Casual Films Main

Communication is essential to any effective plan so they decided that they needed a short series of films to explain what they mean by The Connected Workspace.

Every commissioner naturally wants to get the maximum 'bang for their buck' from every production they create. Generating a number of different outputs from the minimum amount of production - filming - time is a great way of doing this.

 

The Main Film:

This film captures the essence of the concept. It shows all of the different facets of the brief and is designed to work as a standalone unit:

Mitie Connected Workspace

It has a dynamic soundtrack and is designed to be emotionally engaging and inspiring. This engages more of the brain chemistry, which makes the message significantly more memorable.

 

The 'Talking Head' Intro Film:

In order to share the background and concept behind the concept, we decided to complement the main output with an interview led film. Where the main film focuses on emotion, this Intro Film is informative. These two facets - emotion and information - tend to be mutually exclusive in a production. ie. the more informative something is, generally the less emotionally engaging - and vice versa.

 Mitie Intro Film

The Social Cut:

The main intro film is over 3'00" long, which is fine for viewers who have made a conscious decision to watch it to gain the information. For the audience on social media though, this is way too long. This is why a 30" social media cut is created to encapsulate the idea in a more consumable package.

This is also a good way of increasing the 'bang for your buck'. Once the editor is familiar with the footage, putting out additional edits like this is relatively easy.

 

The Behind the Scenes Film:

This is another great way of getting more content out of the process. Making films/videos should be a rewarding, fun and creative experience (if you're doing it right). Getting everyone involved in the process together and working through the production plan makes this a great time for someone to shoot some back up material. It's a record of the day and gives you more content to share and promote the campaign.

 Mitie Connected Workspaces BTS

The 360 Behind the Scenes Film:

Even easier that getting one of the team to shoot a behind the scenes film is setting up a 360 camera in various spots throughout the production, so your audience can choose where to look. This is a cost-efficient way to be able to add depth to your campaign. You can reuse much of the assets from the central films. For example - as you can hear the music is the same as that used in the other films.

 Mitie Connected Workspaces Casual Films 360

 

You can see the main films in their natural habitat here: www.connectedworkspace.com

We hope this has helped you to understand some of the ways to make the most of your production. This project was made possible through Mitie’s appetite to do something eye-catching and different. This is reflective of one of the most important elements for any commissioner to consider - be bold. There is more high quality content being commissioned than ever before. Your audience spend time watching high-quality boxsets and compare your content to that bar sub-consciously. If you are going to stand out from the noise and be noticed, you have to be prepared to do something a little different.

That is one of our Ten Commandments of Better Video. You can download the full sheet here:

DOWNLOAD COMMANDMENTS

 

Topics: Explain or promote products and services, Being a better commissioner, Repurposed content

WSP: How Animation Works: Explaining Children's Hospitals of the Future

Posted by Nick Francis
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Welcome to our brand new blog. Please get in touch with your thoughts and share with others who might be interested.

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:

WSP What if we can. Understanding Animation

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

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