Animatics: Explained

Animatics, a term often used in the field of market research, refers to a series of images, often hand-drawn or digitally created, that are sequenced together to give a rough idea of how a final video or animation will look. They are a vital tool in the pre-production process of many visual projects, from advertisements to films, and are used to visualise and refine the narrative, timing, and overall flow of the project before the more costly and time-consuming process of full production begins.

This series of 'explained' articles are part of a wider market research glossary.

Lets dive in.

Animatics are essentially a more advanced form of storyboarding. While a storyboard is a series of static images, an animatic adds a temporal dimension, allowing for a more accurate representation of the final product. This makes them an invaluable tool for market researchers, who can use animatics to gauge consumer reactions to an advertisement or product before it hits the market.

History of Animatics

The use of animatics in market research can be traced back to the mid-20th century, when they were first used in the production of animated films. Walt Disney Studios is often credited with pioneering the use of animatics, which they used to plan out their animated features in great detail before the actual animation process began.

Over time, the use of animatics spread to other areas of visual media production, including live-action films and television commercials. Today, they are a standard part of the pre-production process in these industries, and their use in market research has become increasingly common as well.

Early Uses

In the early days of animation, animatics were created using a process known as Leica reel. This involved photographing each individual storyboard panel and then projecting them onto a screen in sequence, often with a temporary soundtrack added to give a sense of timing and rhythm. This allowed the filmmakers to get a sense of how the final film would flow and to make any necessary changes before the actual animation process began.

While this process was time-consuming and labour-intensive, it was also incredibly valuable. It allowed the filmmakers to experiment with different ideas and approaches without having to commit to the costly and time-consuming process of full animation. This made it an invaluable tool in the early days of animation, when budgets were often tight and the margin for error was slim.

Modern Uses

Today, the process of creating animatics has been greatly streamlined thanks to advances in technology. Digital tools allow for the creation of animatics that are far more detailed and accurate than their hand-drawn counterparts, and they can be created much more quickly and easily.

However even with technology advancements, the basic principles behind animatics remain the same. They are still used to visualise and refine the narrative, timing, and overall flow of a project before the more costly and time-consuming process of full production begins. And they are still an invaluable tool for market researchers, who can use them to gauge consumer reactions to an advertisement or product before it hits the market.

Types of Animatics

There are several different types of animatics, each with its own strengths and weaknesses. The type of animatic used will depend on the specific needs and goals of the project.

Storyboard animatics, also known as board-o-matics, are the simplest and most basic type of animatic. They are essentially a series of storyboard panels that have been scanned into a computer and then sequenced together in a video editing program. They are often accompanied by a temporary soundtrack to give a sense of timing and rhythm.

2D Animatics

2D animatics are a step up from storyboard animatics in terms of complexity and detail. They are created using 2D animation software and often include basic animation, such as character movements and camera pans. This allows for a more accurate representation of the final product, but it also requires more time and resources to create.

Despite the additional effort required, 2D animatics are often worth the investment. They provide a more accurate and detailed representation of the final product, which can be invaluable when trying to gauge consumer reactions or refine the narrative and timing of a project.

3D Animatics

3D animatics are the most complex and detailed type of animatic. They are created using 3D animation software and can include a high level of detail, including fully rendered environments and character models. This allows for an even more accurate representation of the final product, but it also requires a significant investment of time and resources.

Despite the high cost, 3D animatics can be an invaluable tool in the pre-production process. They allow for a high level of detail and accuracy, which can be invaluable when trying to gauge consumer reactions or refine the narrative and timing of a project. They can also be used to create a more immersive and engaging experience for viewers, which can be a major advantage in the competitive world of advertising and marketing.

Role in Market Research

Animatics play a crucial role in market research, particularly in the field of advertising. By providing a visual representation of a proposed advertisement or product, they allow market researchers to gauge consumer reactions and refine their approach before the final product is launched.

One of the main ways in which animatics are used in market research is through the process of concept testing. This involves showing a group of consumers an animatic of a proposed advertisement or product and then gathering their feedback. This can provide valuable insights into how the final product will be received and can help to identify any potential issues or areas for improvement.

Concept Testing

Concept testing is a crucial part of the market research process. It allows companies to gauge consumer reactions to a proposed product or advertisement before it is launched, which can help to avoid costly mistakes and ensure that the final product is as effective as possible.

Animatics are an invaluable tool in this process. By providing a visual representation of the proposed product or advertisement, they allow consumers to get a sense of what the final product will look like and how it will function. This can provide a more accurate and detailed feedback than would be possible with a simple verbal or written description.

Refining the Message

Animatics can also be used to refine the message of an advertisement or product. By visualising the narrative and flow of the advertisement, companies can experiment with different approaches and refine their message to ensure that it is as effective as possible.

This can be particularly important in the field of advertising, where the success of a campaign often hinges on the effectiveness of its message. By using animatics to refine their message, companies can ensure that their advertisements are as effective as possible and that they resonate with their target audience.

Creating an Animatic

The process of creating an animatic can be broken down into several key stages. While the specific steps may vary depending on the type of animatic being created and the specific needs of the project, the general process remains the same.

The first step in creating an animatic is to develop a storyboard. This is a series of static images that outline the narrative and flow of the project. The storyboard serves as the blueprint for the animatic and is a crucial part of the pre-production process.

Storyboarding

The process of storyboarding involves creating a series of static images that outline the narrative and flow of the project. These images are often hand-drawn, but they can also be created digitally. The key is to create a visual representation of the project that can be easily understood and followed.

Once the storyboard has been created, it can be scanned into a computer and sequenced together to create a basic animatic. This can be done using a variety of software programs, including Adobe Premiere Pro and Final Cut Pro. The resulting animatic can then be used to refine the narrative and timing of the project and to gauge consumer reactions.

Adding Sound

Once the storyboard has been sequenced together, the next step is to add sound. This can include dialogue, sound effects, and music. The sound serves to enhance the visual elements of the animatic and to give a sense of timing and rhythm.

The process of adding sound to an animatic can be complex and time-consuming, but it is also incredibly important. The sound can greatly enhance the effectiveness of the animatic and can play a crucial role in gauging consumer reactions.

Refining the Animatic

Once the sound has been added, the next step is to refine the animatic. This involves making any necessary changes to the narrative, timing, or visual elements of the animatic based on feedback from the market research team or the client.

The process of refining the animatic can be time-consuming, but it is also incredibly important. It allows for the fine-tuning of the project before the more costly and time-consuming process of full production begins, and it can greatly enhance the effectiveness of the final product.

Animatics provide a visual representation of a proposed product or advertisement, allowing companies to gauge consumer reactions and refine their approach before the final product is launched.

Whether they are used in the production of an animated film, a live-action television commercial, or a new product launch, animatics are an invaluable tool in the pre-production process. They allow for the visualisation and refinement of the narrative, timing, and overall flow of a project, and they can greatly enhance the effectiveness of the final product.