Computer 2D and 3D graphics provide great opportunities and are gaining more fans among advertisers and company representatives. With its help, you can clearly show a complex technological process, create animated characters and play out a story written in the script, show a project of a structure or product that is under development, invent and create a whole fictional world. To help you understand all the intricacies of working on creating an animated video, we decided to show the process from the inside using the example of a video about the KRAAB stretch ceiling fastening system.
— Stepan, tell me, what was the task? Was it clearly formulated or did you have to clarify?
The task was simple. Sergey (Sergey Pugachev — head of the company 'INTECH') formulated it as clearly as possible — to tell an ordinary person, not a professional in the field of repairs, about the advantages of the KRAAB fastening. Another thing is that previously the product was sold only to specialists. My task was to adapt the existing marketing material for the end consumer, literally translate from one language to another.
— Describe the process of working on the script.
We didn't immediately find what we needed. At least three presentation options were proposed and rejected. In the end, we chose the good old technique — comparison. To make an ordinary person understand what the KRAAB system is, we introduced a conventional household situation familiar to everyone — repairs. One couple installed ceilings with our system, the other, the neighbors of the heroes, saved money. Thus, we introduced the viewer to the context, outlined the problem and immediately provided a solution.
Everything ended well, like in good movies. The family without KRAAB fasteners installed the system on the advice of good progressive neighbors. Peace and goodness!
— How was communication with the client built? Did you find common ground immediately?
We understood each other quickly. Sergey knows what he wants, so I just needed to carefully find the idea and just as carefully implement it. Precisely because the client clearly knows what he wants. The main text was agreed quickly. Then we spent quite a long time fixing the details. For patience, attention and interest, many thanks to Sergey. If there is a process of searching for the right intonation, there is no fatigue or tiredness. You always know that you are not wasting time and effort. It is always pleasant to deal with a person who loves his work.
LLC 'INTECH'Video review from the head of LLC 'INTECH'. It's always nice to receive words of gratitude from a client, especially when they are fully deserved.
— Tell me, what is the peculiarity of working on the script of an animated video?
On the one hand, more freedom, you can come up with anything, on the other hand, the need for strict limitations. Here the client always comes to the rescue. He won't let you forget that the video should primarily solve commercial tasks. You yourself remember this, but sometimes it's still nice to forget about it and go into the world of fantasy.
Animated video script
The document from which full-fledged work on the video begins. It contains a storyboard, voice-over text, timing of each frame and a detailed description of what is happening in the frame.
— Was there anything that had to be excluded from the script? Something you definitely wanted to see in the video. If so, what was it and for what reason did it have to be removed?
I originally included more jokes. But it turned out that repairs are an important, serious matter for people, and it's very easy to overdo it with jokes. When it comes to home, a Russian person becomes serious and straightforward. And that's right!
— Are you satisfied with the result of the work done? Is there anything you would like to change in the video?
There is always something to work on and strive for. This result satisfies me, our studio, and the client. So we are on the right track!
Creation of animated videos is one of the areas of our studio's work, in which we have gained our regular customers. The company 'INTECH' is just one of those regular and grateful customers. We would be glad if a long, mutually beneficial, and most importantly friendly partnership develops with your company as well!
