Oscar Askin on Animation for Corporate Events Part 3: A Five-Step Process for Creating the Ultimate Brief.

So you’ve convinced your stakeholders that animation is a great way to tell your story in a memorable way, now all you have to do is ensure you deliver that show-stopper.  It will really help your production company if you can provide them with a great brief.

In our previous posts on animation, we have talked about why event organisers are increasingly using animation as a communications device READ MORE and how to choose the right kind of animation to get your message across READ MORE.  Here, we lead you through the process of creating the ultimate brief in five easy steps.  

The process of creating a great brief allows you to

a)    collect your thoughts and commit them to paper; 
b)    get buy-in and ideas from others in your organisation, right from the start;
c)    and save precious production time by giving your animators the most valuable information before they start work.
In our experience, finding answers to the following five questions will help you arrive at an effective brief.

Step One: Why is the animation being created?

As well as understanding the objective of the event overall, your production team will need to appreciate the specific objective for the animation.  What role does it play both at the event and perhaps outside of it?  Will the same piece of animation serve both purposes or will it need to be adapted?

Step Two:  Who is it aimed at?

By providing as much insight as possible about the audience, you will give your animators the right kind of information to help them work on the overall concept and to recommend a style which will best appeal.  If there is more than one identifiable group, put them in order of priority.  Comment on their existing level of knowledge, their attitude towards the topic - how open or resistant might they be?  In short, who are they and why do they matter?

Step Three:  What do you want to communicate?

This is the central point of the message and should be kept as simple as possible.  Restrict your message to key elements; be ruthless in discarding detail at this point as you will have opportunity to add detail during the production process. Provide just enough for your animators to build their creative response – you might be surprised at how simply your story can be told.  Don’t write the script.  Instead, allow the director and writers scope to use their professional imaginations, skills and experience.

Step Four:  What do you want your audience to do?

Your content will fail if the message, the audience and the objectives don’t connect.  Be clear and specific about how you want your audience to react.  If there is a call to action, specify it.  If you want to change opinion or behaviour, describe the ultimate outcome.  When designing the piece, a good animator will be thinking about how you might want to measure its effectiveness and will keep those KPIs front of mind.

Step Five:  How do I stay on brand?

Providing your animator with as much design guidance as possible will ensure your film looks like a production which is on brand.  Making it feel like it belongs to your brand is trickier to achieve.  So make sure you share not only brand guidelines and artwork but also think about the characteristics and culture of your organisation.  Should the animation be classic or contemporary? Should the style be inclusive, friendly and soft or should the message come across with gravitas and a little more distance?  Should it be innovative or familiar?

We hope this guide has been useful to you.  If you would like more advice on your animation project or on another event production element, please just pick up the phone and call us or email us on info@metroecosse.com

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