With a concentrated media landscape, it’s never been more important to take an integrated approach to client storytelling.
Since formally expanding our services to include content production two years ago, we have met a number of talented creatives who visually bring our client’s key messages to life. One of those artists is Kate Tartsus, an experienced video producer with a passion for visual storytelling and multimedia production.
Today we took Kate away from the computer to talk about the power of animated storytelling and how businesses can use this tool to effectively communicate complex, boring or sensitive ideas in a visually engaging way.
Where do I begin…I was born in Estonia and moved to the UK in my early twenties to complete a Public Relations degree at University of the Arts. When I graduated, I started working as a film publicist at a global communications agency in London. This is where I discovered my passion for visual communications. The company I was working for helped me enrol into several courses and before I knew it, I was a qualified video producer who knew she had found her calling.
It’s a design technique that puts storytelling at the heart of animation. You can tell a story by shooting a live action piece or create a whole world from scratch, using animation. Shooting live action is fun, but sometimes there are elements that are totally out of your control such as lighting, location availability and talent. With animation, you can design, light and animate characters however you choose.
While each method has its own challenges, there is nothing more satisfying than seeing your vision come to life after hours of toying around with different character rigs. You have complete creative control of how a message is visually portrayed which means everything is there by design and nothing is left to chance. For a brand it means that every character move, every bit of typography, colour or shape is intentional, and part of a bigger picture.
We have used animated storytelling initiatives for a variety of our corporate and consumer clients over the past 6-12 months. It is a great option when there are elements of your video that you cannot capture using live action such as when you are making a forward prediction or want to communicate a futuristic concept. It can also be effective when you want to say something sensitive in a way that your audience can easily digest.
When done well, I believe animated storytelling adds an extra layer of satisfaction to a viewer’s experience.
Orthodontics Australia by ASO explainer animation
The most important part of your animation is the script. At Keep Left, we work with a team of very talented copywriters who perfect this part of the workflow before production begins. For a designer, it can be tempting to jump right in and start devising visuals, but you need to make sure you have a strong, clear and logical script first.
Another thing I always say to our clients is to make sure they focus on one or two key messages. When it comes to visual communication, you don’t want to bombard your viewer with superfluous information because they won’t be able to grasp what you are really trying to say. As a rule of thumb, stick to one or two key messages per 30 seconds of visual information.
Something that often gets overlooked when it comes to animation is the quality of sound. I recommend hiring a professional audio producer as having someone who is specialised in sound can make a real difference and elevate the creative work.
FlickPay explainer animation
Animation brings together the strengths of multiple communications specialists, but we always build on the foundations of storytelling by leading with a strong character and helping a brand connect with their audience in a meaningful way. We create commercial films that take viewers on a journey with a brand’s product or service and when it comes to content marketing, there is nothing more powerful than that.