From Story to Animation: Building Beautiful Marketing Messages
Written By: Shane Clark on October 16, 2021
With the passing of trailblazing animation legend Ruthie Thompson recently, it seems that the world of animation needs more light than ever before. When everything is so gloomy in the post-pandemic world, people turn to entertainment to remain sane (and to keep functioning).
Ruthie Thompson passed on at the fantastic age of 111, and she will forever be remembered for her pioneering work at Disney. Ruthie was part of animated films like Robin Hood, Mary Poppins, Sleeping Beauty, Snow White, and the Seven Dwarfs. As someone who does animation professionally, old gals like Ruthie are real diamonds in the industry. Ruthie’s work is something that everyone should aspire to in the animation industry in general.
The Heart is in the Stories
If you think about it, there isn’t much difference in the effort if you’re crafting storyboards and animations for business and marketing. From Mickey Mouse to introducing a whole new generation to exciting new ideas, it’s the same process, repeated over and over. The process only changes a little in every age because at the core of the effort is always the narratives, the storytelling that captures the audience’s imagination.
People often ask how they can use animation to reach their audience. Well, it all begins with crafting the central message, and the story that will carry the message door to door with the finished animated video.
Animated videos, along with other kinds of video productions, will always have a place in marketing because these are the most direct paths to people’s minds and hearts. Unfortunately, people generally have a lot of resistance to marketing messages (hello, AdBlock). One of the best ways to break through that gigantic wall of resistance is to tell stories through video.
The economy of video on the internet is healthy. Even with LinkedIn winding down its Stories, people still share videos and enjoy them on the platform. Places like TikTok offer nothing but videos. Billions of likes and comments can’t be wrong.
But does it work for businesses? Of course it does. B2B companies also benefit from videos, and you have to look at the landing pages of the most successful ones to see how video marketing has helped them grow and scale over the years. So yes, I’m going to say it repeatedly – it’s the stories that play an integral role in crushing those barriers to conversions, sales, and critical partnerships.
What If… Marvel Wasn’t Around?
The world of marketing is funny because there are times when its most profound thinkers just come up with the most absurd questions like “what if Marvel never came to be?” What if Stan Lee never wrote his opinions at the beginning of every issue he ever edited?
Well, what if we lived in a world without Marvel? I’m sure the world would be different. Still, the only way that you would ever understand the weight of something not existing would be if you knew precisely what Marvel gave several generations of readers and audiences. Marvel, for all its ups and downs, gave people stuff to hope for.
That’s how great stories go, I guess.
Marvel is one of the masters of building marketing messages. So you know why they’re so good at combining both animation and marketing? Because the product contains bits and pieces of the marketing message. It’s an understatement to say that Marvel is consistent with engaging the public with its stories and animations.
From OK to Animation Greatness
So how can marketers reach storytelling greatness with their animated marketing videos?
1. Let Those Visuals Work Hard!
Having your character narrate the story audibly is never a good idea when you have access to tools that can help you generate visual awesomeness.
So, why rely on vocal storytelling when your images can speak for themselves?
Instead of conveying the story verbally, utilize animations to bring your account to life.
It might not be fascinating to have a character merely blabber on and on about his experiences.
2. Make Sure Your Heroes Don’t Get Lost in The Woods.
The central characters in a story usually take center stage. You don’t want your primary characters to get lost in the crowd. Therefore, ensure they get all of the attention and concentration they need.
Keep your protagonist in the spotlight to accomplish this. Avoid putting your audience in a situation where they must look for the primary character. Instead, demonstrate who the hero is.
3. Get in The Appropriate Frame of Mind
Even the best scripts can turn into visual disasters if the tone isn’t set correctly. Any great video must have a great soundtrack, relevant backgrounds, and cool animations. All these elements aid your viewers in comprehending the context of the animation.
4. Use Anthropomorphism to Your Advantage
The attribution of human qualities, intentions, and emotions to non-human entities (including objects) is anthropomorphism.
Only animals and humans displaying their natural behavior can be used in traditional storytelling methods. However, in the world of animation, conventional storytelling conventions no longer apply.
5. Focus on Decluttering
As previously stated, putting your character in the spotlight allows you to concentrate on him. But what if there are a lot of things that need to be highlighted?
The pro tip I’d want to provide here is to avoid cramming too many details into one scene. Even if you’re going to add more information, try to focus on the most significant aspects of the scenes.
6. Create Seamless Transitions
The way one scene of a story closes and the next begins is referred to as transition. Transitions make your scene’s entrances and exits more engaging. Adding transitions to your visual tale is like icing on the cake. When transitioning from one scene to the next, you can use animations such as fade or blur effects.
7. Don’t Forget the SFX
Many people start with a fantastic script, but their storytelling falls flat because it lacks the necessary spices for success.
With the help of stunning effects, dazzle your audience. When creating an explainer film, each second must be memorable. If you’re presenting a new character, the character’s first appearance should be captivating. For example, a character can walk into the room or use the tornado effect to blast everyone’s mind.
Visual information accounts for 90% of the information sent to our brains. In addition, people remember 80% of what they watch or see and just 20% of what they read.
Summary:
Animation greatness for business begins with a great story, followed by equally great animation. While we can’t all reach Marvel greatness, you can always count on Shane for professionally made animations. You can reach out to Shane today. Schedule a call or email me. Let’s talk animation!
