animation workflow
The timeline for animation can vary a lot depending which type of animation you choose and the video length. The first diagram gives a general timeline for a two-minute narrative or motion graphic animation where full scenes and characters may need to be created. The second diagram shows how long each type of animation takes relative to each other, so you can calculate how much time it takes to make animation with icon and kinetic typography animation.
Sample production timeline:
Approximate timeline based on animation type:
research
No matter what kind of video you choose, the first stage always requires gathering information on the topic or product, your targeted audience and your competitors. This information will give you direction on how to write the script and develop the visual style. If your video talks about big data, check out existing animation on data from other studios. Do a keyword search on behance.net and motionographer.com to get inspiration from known studios or animators.
script writing
You can write the script on your own or work with Creative Services. Writing for video is very different from writing for print or web. A common mistake when writing for video is to directly copy product features from print materials. Video scripts are much more than a list of facts praising the product or service. Instead, a good video script tells a story that consumers can understand, one that speaks to their emotions. To learn more, please click here.
Design
Animation is making flat scenes and graphics move. The most important step in the workflow is to create those static images. It’s the step that takes the longest to complete. The animator works closely with the client and goes through a couple stages to settle upon the approved images. The animation phase won't start until all the design elements get approved. Let’s take a look at the difference design stages.
Mood board and style frame — A mood board is a type of collage used to showcase a video’s visual style. Creating mood boards is part of the discovery phase in which the animator tries to nail down the look and feel of the animation with the client. Below are two mood board examples for a project. The animator presents them for the client to choose from.
After the client chooses one mood board, the animator will work on style frames, which essentially are a more built-out version of the mood board. The style frames also need approval from the client to get to the next step. The animator will bring the client’s custom colors and art to life. The style frames should address the big questions like what shades of the brand color to use, how much typography is involved, is the design smooth and flat, or edgy and textured.
Storyboard — Once a design style set, the animator will move into storyboarding. A storyboard is essentially a series of frames based on the script. It contains all the scenes to tell the story, camera staging, transitions, audio notes and potential visual effects to enhance each shot. It also addresses key character poses or scene events.
To save time, the animator usually creates a plain black and white sketch storyboard for the client to approve. Once it’s approved, a full-color storyboard will be created to represent the final visuals in the video.
Production: voiceover and demo recording
A voiceover is usually required for animated videos. If budget permits, a professional voiceover artist is the best option. They deliver the script with the right emotion, so it’s easier for the audience to connect to the story. The price for a two-minute video varies from $300 to $900. If there’s no budget, Creative Services has a list of internal voiceover artists.
For a product sizzle or demo video, the animator will require a demo recording for visual aid. Usually someone who’s heavily involved with engineering the product is the person to record the demo. For Mac users, screen recording can be done using QuickTime Player. For Windows users, Snagit is the approved software by Experian. Please contact the animator for direction as there are certain settings that need to be fine-tuned to get the best results.
Animation and distribution
Once the animator gets approval on all the previous animation phases, the animator sets out to bring the illustrations to life. Animation isn’t a fast process and this step may take several weeks to complete. This is why it's essential to collaborate and sign off for each phase. A video typically goes through three to five rounds of revisions. When the video is approved, the editor will upload it to a site for people to download or distribute via a link.