02 Nov Our motion design process: creating stories that captivate
People are spending more time watching video, and companies everywhere are using this trend to tell better stories about their brands. Motion design, in particular, is changing how users interact with brands and leads to much better conversion rates than live action film. Motion tells stories that are comprehensive and engaging. And now, it’s an essential piece of marketing because it’s one of the best ways to convey a message that will stick with your consumers.
Since motion design can accomplish so much, it’s important to get things right. Here at Modicum, our motion design process is collaborative. We keep you informed and involved every step of the way, working together to make sure your story is brought to life.
Our motion design process
Scripting – After a kick-off call, we work with our copywriters to help develop a script/concept that will pair well with animation and achieve our client’s objective. That means looking for opportunities for animation/visuals to support a voice over and identifying places in the script that might pose problems when we arrive at animation.
Moodboards – Once we have a script in place, we send over a selection of images that serve as references for the style we’re envisioning. We pull these images from other motion work, the internet, illustrations, fine art, embroidery, wherever – and do our best to explain what we’re seeing in them and how that look supports the project.
Styleframes – After the client has approved our moodboards, we create a couple of example images based on parts of the script. These should give the client an idea of what the final product is going to look like, and it’s their chance to offer feedback before we spend the time developing imagery for the entire script.
Visual Cues – Once the client approves the style of the video, we’ll sometimes do a write-up of what the viewer will see on screen for each line in the script. This step can be useful, especially with more complicated styles, where each image might take a long time to develop. There is a downside visual cues, ideas that might work visually don’t always sound as compelling on paper – so whether or not to send visual cues depends on the nature of the project and the client’s needs.
Storyboards – Storyboards are a series of images that show the client what they’ll see on screen, making sure that important details are being covered and that the client knows exactly what to expect before we begin animating. We send storyboards at varying degrees of finish, depending on the nature of the project and the client’s needs. We also do our best to explain what sorts of animation will be occurring in each scene, so our client should have a pretty concrete idea of what to expect when they see the fully animated piece.
Animation – Finally, after we’re all tired of looking at it, we animate it.
Sound Design – Successful animation relies on good sound design. Music is a part of that, but sound effects are also incredibly important in conveying movement – and making animation seem energetic. After everything is in place we find the right sound effects to add a punch to the movements in the video.
Delivery – We deliver the shiny new animation, and the client rides off happily into the sunset until they return to start it all over again.
If you need a motion design expert, we’ve got you covered.