If it's not longer possible to adjust the concept we try to add little touches and seek opportunities to inject some life and personality into the project to maximize its reach and appeal.Ĭan you share some of the most successful campaigns or projects you have worked on and what made them so effective? Our advice to animators/studios is to try to educate their clients on the unique strengths of animation. Your return on investment will be so much higher if you consult the artist first at the concept development stage on how to take full advantage of animation as a medium. If your script is locked by the time you bring an animator on board - there is only so much they can do. Our advice to clients when producing animated content is to involve the animation director early in the process. Animation can visually express a wide range of ideas such as Freedom, Peace, Connection, Resolution, etc. Most effective animated commercials have their message expressed through movement, showing rather than telling. We advise clients to avoid static scenes and suggest ways to make the commercial flow organically and identify opportunities to make the animation shine. Of course, clients, not being animation experts, may not always see what makes animation unique, sometimes having pre-conceptions based on their understanding of the live-action or slide presentation approach.Įssentially, the language of animation is movement, so we provide suggestions on how to express the point we are making through movement rather than just relying on dialogue and graphics. It’s a challenge, in a good way! We try to come up with a concept (within the given parameters) that would take full advantage of animation as a medium to result in an engaging and memorable viewing experience. Ultimately, we are tasked with delivering a message via creative visual means. There is no contradiction between those two, creativity is used to achieve the client’s business objectives. How do you balance creativity and business objectives when creating content, and what advice would you give to others trying to find that balance? We try to give our characters unique personalities and always treat them with love and compassion, and that tends to resonate with broad audiences. People universally respond to warmth, humour, and relatable life situations. organizations (The American Psychological Association, The Govt. We have worked with a variety of clients and industries, including Food and Beverage (Tim Horton’s, Crofter’s Organic), Financial/Insurance (Canada Protection Plan, Physicians Mutual), Automotive (General Motors), Healthcare (Virginia Hospital Center, BMS, Pfizer), Educational (TED-Ed, Monroe College, MindBeacon), and non-profit/govt. The ability to evoke the right emotion is at the core of a successful campaign.Īll the elements of our animation, from design to sound to expressive movement, are designed to work together in harmony to convey the desired spirit and effectively deliver the message.Ĭan you tell us about your experience working with global clients and creating content that resonates with diverse audiences? Our main goal is to effectively communicate their message by touching people’s hearts. How does Dancing Line Productions approach creating effective and engaging branded content for clients, and what strategies have worked best for you in the past?Įach project and client is different, so first, we focus on learning about the brand, understanding its unique personality, what kind of message we need to deliver, and whom it’s meant to reach. Read on to learn more about how Dancing Line Productions creates effective and engaging branded content, how they balance creativity with business objectives, and some of their most successful campaigns. Their projects are directed by Rosenblum with additional highly skilled animators, motion graphics artists, and illustrators brought on as needed. The studio employs a variety of styles and 2D animation techniques with an emphasis on fluid and natural movement. Dancing Line Productions has created lively hand-crafted animation for numerous TV commercials and promotional, educational, and music videos for global clients such as General Motors, Tim Hortons, BMS, Pfizer, and TED-Ed. We had the opportunity to speak with the founder of Dancing Line Productions and an award-winning animation director, Anik Rosenblum.
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