We have been working with data visualization and infographic animations for some time now, as they are essential components of modern marketing trends. However, when SentiOne, a Polish company specializing in social listening, approached us with a request for a special online marketing animation that they could send to their own customers instead of cold calling, we knew it would be a challenge. SentiOne provides us with statistics on potential clients, and we are able to produce a customized, visually appealing animation for them within 24 hours.
Typically, animation is not a quickly adaptable genre, and the level of complexity and precision required for the task we were given is especially not suited for mass production at a fast pace. However, the uniqueness of the request piqued our interest, and we decided to take on the challenge.
A good animated advertisement is eye-catching, fast-paced, and filled with surprising visual elements and movements. That’s why we created the base of the film accordingly, focusing on the visual world and the dramaturgy. Once this base was in place, we began working on modular elements. Our client wanted quick response and cheap production from us. We had to come up with a model that, while expensive to develop, would allow us to produce an extremely large number of versions at a negligible cost once the engine was in place.
So we built a system made up of scripts that only rely on each other on top of the eye-catching base. When the client sends the marketing materials, it’s only necessary to change the data on a single panel, and the animation’s entire series of shots will change reactively. This applies not only to numbers, but also to visual elements such as pie charts and sliders that move according to the marketing data input. These personal elements, combined with the pre-prepared 3D animation, are able to create the wow factor that the client is looking for. So the versions of the animated advertisement can be created quickly and very cheaply.
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