{"id":3051,"date":"2017-01-06T18:43:41","date_gmt":"2017-01-06T18:43:41","guid":{"rendered":"http:\/\/marmoset-journal.flywheelsites.com\/2017-storytelling-through-animated-videos\/"},"modified":"2021-03-26T00:56:33","modified_gmt":"2021-03-26T07:56:33","slug":"2017-storytelling-through-animated-videos","status":"publish","type":"post","link":"https:\/\/www.marmosetmusic.com\/journal\/2017-storytelling-through-animated-videos\/","title":{"rendered":"Storytelling Through Animated Videos"},"content":{"rendered":"<div\n        class=\"\n          image-block-outer-wrapper\n          layout-caption-below\n          design-layout-inline\n        \"\n        data-test=\"image-block-inline-outer-wrapper\"\n    ><\/p>\n<figure\n            class=\"\n              sqs-block-image-figure\n              intrinsic\n            \"\n            style=\"max-width:722.0px;\"\n        ><\/p>\n<div\n                style=\"padding-bottom:75.76177215576172%;\"\n              class=\"\n                image-block-wrapper\n                has-aspect-ratio\n              \"\n              data-animation-role=\"image\"\n  data-animation-override\n          ><br \/>\n            <noscript><img decoding=\"async\" src=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/146_image-asset.jpg\" alt=\"\" \/><\/noscript><img decoding=\"async\" class=\"thumb-image lazyload\" data-src=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/146_image-asset.jpg\" data-image=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/146_image-asset.jpg\" data-image-dimensions=\"722x547\" data-image-focal-point=\"0.5,0.5\" alt=\"\" data-load=\"false\" data-image-id=\"586fe47ebebafb8c864f00e4\" data-type=\"image\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 722px; --smush-placeholder-aspect-ratio: 722\/547;\" \/>\n          <\/div>\n<\/figure><\/div>\n<h1><strong><em>A Guest Blog from Sarah Ramler at Demo Duck<\/em><\/strong><\/h1>\n<p>You\u2019ve always wanted to use animated videos in your marketing campaign, but you worry that it won\u2019t show the \u201chuman\u201d side of your company. Or it seems too cute, which doesn\u2019t fit your branding. Plus, a lot of the times animated videos are used on websites as how-to or explainer videos and you really want to tell your company story or the story of how your product came to be. So you start researching live-action video production companies and scan your company directory to see who wouldn\u2019t turn bright red on camera.<\/p>\n<p>Of course live-action is a great way to tell a story and show real people solving real problems. We over at <a target=\"_blank\" href=\"http:\/\/www.demoduck.com\" rel=\"noopener noreferrer\">Demo Duck<\/a> do them all the time! However, there is real power to an animated video and it\u2019s anything but cutesy. Animation allows you to tell a story on a whole new level &#8212;&nbsp;one that isn\u2019t bound by the limits of the real world. Animated videos are great at storytelling because they allow you to create a world that embodies your brand\u2019s essence. This may sound a little abstract, and a little out-there, but hear me out.<\/p>\n<h2><strong>Animated Videos are a Logistical Dream<\/strong><\/h2>\n<p>Have you ever tried planning a dinner date with some friends? Think about it. When you ask your friends where they want to eat, what kind of food, and what day and time,&nbsp;you just invited yourself to an email string that seems to never end. No one can seem to agree to anything and everyone\u2019s schedules never seem to align.<\/p>\n<p>Now imagine doing it for a live-action video production. You have to make sure that the crew, producers, the talent, the weather, and the space are all synced up. Now let\u2019s say it starts to rain and it\u2019s an outdoor shoot. Or, your actor can\u2019t perform because they have strep throat. This is just an example and even I got a headache!<\/p>\n<p>With animated videos, you can kiss that headache goodbye. You\u2019re no longer subjected to the messy world of people\u2019s schedules. All you need is to hire the creative talent you can trust. No more actor auditions or location scouting. <a target=\"_blank\" href=\"http:\/\/www.austinsaylor.com\/\" rel=\"noopener noreferrer\">Austin Saylor<\/a>, in an interview with <a target=\"_blank\" href=\"https:\/\/wistia.com\/blog\/animated-video-interview\" rel=\"noopener noreferrer\">Wistia<\/a>, says that animation is also a great option when you want to tell a story that takes place in a faraway location &#8212;&nbsp;but because of budget or what-have-you, it might not be feasible.<\/p>\n<p>Having less to worry about means you can stick to a tighter timeline &#8212;&nbsp;and getting a project done on time always feels good. But that\u2019s not the only benefit for picking animation over live-action. When you have an animated video, it\u2019s easier over the long term to edit and refine to meet future needs (like a product update or a UI change). You won\u2019t have to worry about booking a reshoot or hoping that your talent is still available. Animated videos make great evergreen content.<\/p>\n<p>In the end, animation is more cost-effective. So if you\u2019re a startup or a small business, it makes sense to go with an animated video. Not only because you may have a smaller budget, but you might have a lot of product updates in the next year or two. When you have a rapidly changing product or app, an animated video is easier to maintain and can keep up with your growing company.<\/p>\n<h2><strong>Animated Characters Allow For Stronger Brand Connections<\/strong><\/h2>\n<p>In a typical live-action video, you may only have two to three actors in it, which means there is a chance that potential customers may not identify with the actor. Returning to the Wistia and Austin Saylor interview, he says, \u201cSo while live video certainly helps humanize your company, animation with simple characters could help your audience connect with the hero character that your brand is there to help.\u201d In short, it means that you can create a character that embodies a feeling or an idea and there are no physicalities that can create superficial barriers. For example, we did an animated video for <a target=\"_blank\" href=\"http:\/\/demoduck.com\/portfolio\/wheels-for-wishes\/\" rel=\"noopener noreferrer\">Wheels for Wishes<\/a> where the star was a fox cub that demonstrated the innocence of a child:<\/p>\n<p>   <iframe data-src=\"\/\/fast.wistia.net\/embed\/iframe\/n94sgwbfth?wmode=opaque\" title=\"Wistia video player\" allowtransparency=\"true\" frameborder=\"0\" scrolling=\"no\" class=\"wistia_embed lazyload\" name=\"wistia_embed\" allowfullscreen=\"\" mozallowfullscreen=\"\" webkitallowfullscreen=\"\" oallowfullscreen=\"\" msallowfullscreen=\"\" width=\"960\" height=\"540\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-load-mode=\"1\"><\/iframe><br \/>\n<script src=\"\/\/fast.wistia.net\/assets\/external\/E-v1.js\" async=\"\"><\/script><\/p>\n<p>The focus was less on the character itself and more about telling Wheels for Wishes\u2019 story.<\/p>\n<h2><strong>Animated Videos Explain Complex or Abstract Ideas, Simply<\/strong><\/h2>\n<p>When you are no longer bound by the limits of the physical world, it becomes easier to <a target=\"_blank\" href=\"http:\/\/demoduck.com\/2013\/03\/live-action-vs-animation-explainer-video\/\" rel=\"noopener noreferrer\">explain some of your more abstract ideas.<\/a> For example, it\u2019s hard to wrap your head around the idea of cloud-based software, and having a talking head explain it may not help explain it at all. With an animated video, the idea of a \u201ccloud\u201d can be drawn out and provide a visual aid in explaining the concept.<\/p>\n<p>A great example is the old \u201cbouncing ball\u201d or \u201cblob\u201d animated video for Zoloft (an anti-depressant). People tend to understand the generalities of depression \u2014 they know people are sad, sleepy, or lose interest in activities if they suffer from it.<\/p>\n<p>   <iframe width=\"560\" height=\"315\" data-src=\"https:\/\/www.youtube.com\/embed\/twhvtzd6gXA\" frameborder=\"0\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>However, this bouncing ball removes any associations we would have with the person suffering from depression and focuses solely on the feeling. We all know what it\u2019s like to be sad, but this animated video helps people identify that depression is much more than sadness. &nbsp;<\/p>\n<h2><strong>Animated Videos Helps Viewers Understand Characters\u2019 Stories<\/strong><\/h2>\n<p>The same is true for the environments that the characters live in. In National Geographic\u2019s short clip on <em><a target=\"_blank\" href=\"http:\/\/channel.nationalgeographic.com\/he-named-me-malala\/videos\/storytelling-through-animation\/\" rel=\"noopener noreferrer\">Storytelling Through Animation<\/a><\/em>, Davis Guggenheim (director) was asked why he chose animation when telling the story of Malala Yousafzai (who is, of course, a living person). His response was about how it allowed him to depict the world as she remembered it. It provided a sense of nostalgia for the viewer to get a better understanding of her world. With that foundation, we can better understand the challenges she faced.<\/p>\n<p>   <iframe width=\"640\" height=\"360\" data-src=\"http:\/\/channel.nationalgeographic.com\/he-named-me-malala\/videos\/storytelling-through-animation\/embed\/\" frameborder=\"0\" scrolling=\"no\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>When the viewer resonates with a character, it builds empathy. When there is empathy, there are relatable problems and relatable solutions, and your company provides those relatable solutions. Returning back to the topic of depression, a viewer may not think they have depression, but it could be because they don\u2019t recognize what it is. When they see the animated video that projects a certain feeling, and if they align themselves with that feeling, they may discover that they too suffer and there is a solution.<\/p>\n<h2><strong>Animated Videos Create a Controlled Environment<\/strong><\/h2>\n<p>Along the same lines, animation allows for the control of the character\u2019s environment. In the same National Geographic clip, Jason Carpenter (animation supervisor) says that using animation in telling Malala\u2019s story allowed him to create a world that is more poetic and impressionistic, which puts more power into the storyteller. Want to show that your product makes things easier? An animation of simple and clean workspace in bright, vibrant colors &nbsp;leaves the viewer feeling joy &#8212;&nbsp;which is a great feeling to associate with your product or service.<\/p>\n<p>   <iframe data-src=\"https:\/\/player.vimeo.com\/video\/115669566?wmode=opaque&amp;api=1\" width=\"480\" height=\"270\" frameborder=\"0\" title=\"Nike \/\/ Your Year With Nike+\" webkitallowfullscreen=\"\" mozallowfullscreen=\"\" allowfullscreen=\"\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>Music is also a very important aid in creating this. The world has become multisensory, which makes your video more memorable. In a campaign that <a target=\"_blank\" href=\"http:\/\/journal.marmosetmusic.com\/read\/2014\/12\/original-music-your-year-with-nike\" rel=\"noopener noreferrer\">Marmoset did with Nike+<\/a>, they used music to create a sense of upbeat speed and empowerment &#8212;&nbsp;a great partner when it comes to speaking to runners and joggers. I mean, that\u2019s why they partake in those hobbies.<\/p>\n<h2><strong>Wrap-up on Animated Videos<\/strong><\/h2>\n<p>Animated videos allow you to create a beautiful world &#8212;&nbsp;one where things can be explained simply, characters project feelings that are recognizable, and viewers are presented with relatable solutions. So forget about cutesy and think about impressions. You want your viewers to walk away with a strong, positive feeling and an association with your company\u2019s product or service. Trust us, nothing drives impact like shared stories.<\/p>\n<p>When deciding between an animated or a live-action video, consider your budget, the longevity of the product or service, and the feeling you want to impress upon potential customers. If you feel that you\u2019ll need something that can be updated frequently or you\u2019re not sure who to cast to star in it, an animated video may be the way to go. Either way, it\u2019s important to build empathy with your viewers and understand their world and challenges.<\/p>\n<hr \/>\n<div\n        class=\"\n          image-block-outer-wrapper\n          layout-caption-below\n          design-layout-inline\n        \"\n        data-test=\"image-block-inline-outer-wrapper\"\n    ><\/p>\n<figure\n            class=\"\n              sqs-block-image-figure\n              intrinsic\n            \"\n            style=\"max-width:639.0px;\"\n        ><\/p>\n<div\n                style=\"padding-bottom:101.87793731689453%;\"\n              class=\"\n                image-block-wrapper\n                has-aspect-ratio\n              \"\n              data-animation-role=\"image\"\n  data-animation-override\n          ><br \/>\n            <noscript><img decoding=\"async\" src=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/34_image-asset.png\" alt=\"\" \/><\/noscript><img decoding=\"async\" class=\"thumb-image lazyload\" data-src=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/34_image-asset.png\" data-image=\"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2020\/07\/34_image-asset.png\" data-image-dimensions=\"639x651\" data-image-focal-point=\"0.5,0.5\" alt=\"\" data-load=\"false\" data-image-id=\"586fd15537c5810a1e595b57\" data-type=\"image\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 639px; --smush-placeholder-aspect-ratio: 639\/651;\" \/>\n          <\/div>\n<\/figure><\/div>\n<h2><strong>About the Author<\/strong><\/h2>\n<p>Sarah Ramler is the Marketing Coordinator for <a target=\"_blank\" href=\"http:\/\/demoduck.com\" rel=\"noopener noreferrer\">Demo Duck<\/a>, a <a target=\"_blank\" href=\"http:\/\/demoduck.com\/chicago-video-production-company\/\" rel=\"noopener noreferrer\">Chicago-based<\/a> video production company. When she\u2019s not writing about video marketing tips, she\u2019s mostly tweeting about ice cream. Follow Demo Duck on <a target=\"_blank\" href=\"https:\/\/plus.google.com\/+DemoDuckStudio\" rel=\"noopener noreferrer\">Google+<\/a> and <a target=\"_blank\" href=\"https:\/\/twitter.com\/demoduckvideo\" rel=\"noopener noreferrer\">Twitter.<\/a> &nbsp;<\/p>\n<div class=\"sqs-svg-icon--outer social-icon-alignment-center social-icons-color-black social-icons-size-large social-icons-shape-circle social-icons-style-border\" >\n<nav class=\"sqs-svg-icon--list\">\n    <a href=\"http:\/\/www.facebook.com\/MarmosetMusic\" target=\"_blank\" class=\"sqs-svg-icon--wrapper facebook\" aria-label=\"Marmoset\" rel=\"noopener noreferrer\"><\/p>\n<div>\n        <svg class=\"sqs-svg-icon--social\" viewBox=\"0 0 64 64\">\n          <use class=\"sqs-use--icon\" xlink:href=\"#facebook-icon\"><\/use>\n          <use class=\"sqs-use--mask\" xlink:href=\"#facebook-mask\"><\/use>\n        <\/svg>\n      <\/div>\n<p>    <\/a><a href=\"https:\/\/twitter.com\/marmosetmusic\" target=\"_blank\" class=\"sqs-svg-icon--wrapper twitter-unauth\" aria-label=\"Twitter\" rel=\"noopener noreferrer\"><\/p>\n<div>\n        <svg class=\"sqs-svg-icon--social\" viewBox=\"0 0 64 64\">\n          <use class=\"sqs-use--icon\" xlink:href=\"#twitter-unauth-icon\"><\/use>\n          <use class=\"sqs-use--mask\" xlink:href=\"#twitter-unauth-mask\"><\/use>\n        <\/svg>\n      <\/div>\n<p>    <\/a><a href=\"http:\/\/vimeo.com\/marmosetmusic\" target=\"_blank\" class=\"sqs-svg-icon--wrapper vimeo\" aria-label=\"marmoset\" rel=\"noopener noreferrer\"><\/p>\n<div>\n        <svg class=\"sqs-svg-icon--social\" viewBox=\"0 0 64 64\">\n          <use class=\"sqs-use--icon\" xlink:href=\"#vimeo-icon\"><\/use>\n          <use class=\"sqs-use--mask\" xlink:href=\"#vimeo-mask\"><\/use>\n        <\/svg>\n      <\/div>\n<p>    <\/a><a href=\"https:\/\/www.youtube.com\/channel\/UC6_Fa0ef9xGRvs9aFp6mnww\" target=\"_blank\" class=\"sqs-svg-icon--wrapper youtube\" aria-label=\"marmosetmusic\" rel=\"noopener noreferrer\"><\/p>\n<div>\n        <svg class=\"sqs-svg-icon--social\" viewBox=\"0 0 64 64\">\n          <use class=\"sqs-use--icon\" xlink:href=\"#youtube-icon\"><\/use>\n          <use class=\"sqs-use--mask\" xlink:href=\"#youtube-mask\"><\/use>\n        <\/svg>\n      <\/div>\n<p>    <\/a><a href=\"http:\/\/instagram.com\/marmosetmusic\" target=\"_blank\" class=\"sqs-svg-icon--wrapper instagram\" aria-label=\"Marmoset\" rel=\"noopener noreferrer\"><\/p>\n<div>\n        <svg class=\"sqs-svg-icon--social\" viewBox=\"0 0 64 64\">\n          <use class=\"sqs-use--icon\" xlink:href=\"#instagram-icon\"><\/use>\n          <use class=\"sqs-use--mask\" xlink:href=\"#instagram-mask\"><\/use>\n        <\/svg>\n      <\/div>\n<p>    <\/a><br \/>\n  <\/nav>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>A Guest Blog from Sarah Ramler at Demo Duck You\u2019ve always wanted to use animated&hellip;<\/p>\n","protected":false},"author":4,"featured_media":3052,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"footnotes":""},"categories":[49],"tags":[],"class_list":["post-3051","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-filmmaking","has-excerpt"],"jetpack_featured_media_url":"https:\/\/www.marmosetmusic.com\/journal\/wp-content\/uploads\/2017\/01\/WheelsforWishescopy.jpeg","_links":{"self":[{"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/posts\/3051","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/comments?post=3051"}],"version-history":[{"count":0,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/posts\/3051\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/media\/3052"}],"wp:attachment":[{"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/media?parent=3051"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/categories?post=3051"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.marmosetmusic.com\/journal\/wp-json\/wp\/v2\/tags?post=3051"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}