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"Animation in the field of creating advertising videos."
- Aleksey Yasakov
- Apr 1
- 4 min read
Animation design is constantly modernizing every day, influenced by a huge number of factors, from the specific mainstream to artificial intelligence.
Nowadays, you won't surprise anyone with the use of animation in advertising.
However, this was not always the case. There was a time when animation in advertising was something new and undeveloped, which in turn interested the potential target audience.
Animation in advertising is one of the most reliable ways to impress and interest a huge number of potential customers . If regular filming is not able to demonstrate all the advantages of the product, then animators and motion designers come to the rescue.
An animated commercial is a video created to demonstrate a vivid and exciting idea about the product, services, or activities of an organization.
Accordingly, computer animation is an advertising tool that can show a specific product in a way that was previously only possible to dream of, because with its help, almost any idea that comes to mind can be realized on the screen, including completely unthinkable, even fabulous ones.
Today's technologies in the field of computer graphics allow you to use the capabilities of 2D and 3D animation to create more vivid and dynamic advertising.
This type of commercial has the ability to be remembered by a potential client thanks to its vivid images and clear plot.
Animated characters evoke more positive emotions in the target audience than typical actors in traditional video advertising. Even the simplest mascot, telling, for example, about the rules of using a website or online platform, is a much more interesting sight than a static image with text.
Animated advertising is divided into the following three types:
Two-dimensional animation or 2D animation (Fig. 1) is one of the most common and simplest types of animation. 2D animation consists of a certain sequence of drawings, shot on camera separately, and then played back to create the illusion of movement. Computer 2D animation is a simpler way to animate objects using special computer software. This method has gained immense popularity among animators due to its speed of creation and relatively small size. Objects in such animation have flat shapes, shadows may be absent or monotonous. Such animation is easier to control. It is much easier for a two-dimensional character to achieve an unusual gait and funny facial expressions.
3D animation
Three-dimensional animation (Fig. 2) is a type of animation created on the basis of computer 3D editors. This is the youngest, most promising, rapidly developing its own potential, costly and expensive type of animation. The process of creating such animation is quite complex and requires a huge amount of time. First of all, you need to create geometric models of all its constituent objects, set up light sources and cameras in space, create and assign objects for which you need to select or draw textures. Then you need to set the trajectory of the objects involved in the animation project. The movement of three-dimensional objects and objects is given mathematically, accordingly, all characteristic habits will be guided by formulas. This type of animation is used to create dynamic logos, advertising videos, banners for printing and presentation products.
Combined animation
Blended animation (Figure 3) is a type of animation that uses both 2D and 3D animation. In such videos, 2D characters can easily interact with both 3D objects and real people.
There are several technologies for combining animation and video.
Chromakey
The first method (Fig. 4) is chroma keying, or “color keying.” This type of method involves combining two or more images or frames into a single composition.
When creating such a video, the actor is filmed against a background of green or blue fabric, after which the necessary image is substituted instead of the canvas in video editing programs or graphic editors.
During installation, the green or blue background is removed and replaced with certain 3D models or other decorations.
Animation using sensors
The second method (Fig. 5) is special sensors that record the movements of a live actor. This method allows you to analyze his movements, after which the data is transferred to a computer, into a video editing program, and superimposed on the "animation bones" of a 3D model of the character.
The main advantage of such animation is the ability to combine seemingly incompatible objects.
Animated advertising is used by brands to attract new target audiences in interaction with regular advertising. In general, people tend to share funny animated videos with friends, save or like them for viewing, and such advertising allows the brand to demonstrate its own intelligence, sense of humor, thereby gaining and maintaining sympathy from a potential buyer.
The most common programs for creating animation
The most common programs for creating such videos are (Fig. 6) - Adobe After Effects, Blender, Adobe Animate, Autodesk Maya, Cartoon Animator 4, Pivot Animator, Synfig Studio, etc.
There are special online platforms where you can download any animation and modify it to your liking: Crello, Pixabay, and others.
Accordingly, animated video advertising is one of the most effective forms of psychological influence on a potential consumer.
Modern technologies allow the use of 2D and 3D animation, as well as their combinations.
Animated videos have no boundaries in terms of plot implementation, so they usually turn out to be quite unusual and unforgettable.
Such advertising is understandable to different audiences and usually does not cause irritation or other negative emotions.
Simple animations can be used to demonstrate to users all the capabilities of your product and, in a playful way, ensure the influx of the desired target audience, reveal complex information, or simply be used as decoration for a beautiful, fun picture, thereby lifting the viewer's mood.
Currently, animated advertising is used by a huge number of companies of various directions, and accordingly, this type of advertising has a bright future.
For the development of animated advertising, you can contact the animation studio - RentgenFILM, we will create high-quality and effective animation that can help advertise your brand.
