Animation and/or live footage: which to choose?
DCA creates videos in multiple formats and styles: live-action footage, 2D animation, 3D animation, and various combinations of one or more (or all three!). With such a broad range of options available, it might seem daunting to choose one or more among them– but we can help. We’ll brainstorm with you to land on the right format or combination of formats to best tell your story for the intended audience.
Every story is different, and every audience unique– but our years of experience have taught us that certain types of content tend to work best in specific formats.
We’ve listed some general guidelines below, with examples.
When live action videos tend to work best:
Customer testimonials and company stories really must be live action, since the point is to form a human connection with the viewer. We’ll travel to your (or your customer’s) site with you and film interviews and supporting b-roll. The high production value of an on-site shoot with DCA differentiates it from most Internet content and lends a lot of credibility to your final video.
Viral videos can be any style, but our most successful ones tend to be live-action videos with professional actors and a high level of production. Many are music videos, which helps to make them memorable.
(This section has two examples— we just couldn’t pick one!)
Live-action videos often do include small amounts of motion graphics or animation, but that’s not the focus. The human connection is.
When 2D animation tends to work best:
The term “2D animation” covers a very broad category that ranges from basic text effects and motion graphics to character animations featuring multiple scenes, instruments, people, etc– all at different price points.
When you want to show the impact your product has or will have on customers, but you can’t use customer testimonials (say, before the product is launched), a 2D character video is a good option. The character(s) can experience the pain points you’re trying to address, be introduced to your solution, and experience its benefits. This style can also have a fun, lighthearted feel that earns it a place in your asset library even when you have access to live customer testimonials.
When you want to communicate a complex, abstract, or overarching concept, 2D is often a great choice. Many people are visual learners, so seeing how things fit together is the most efficient way to help them grasp something new.
High-level explanations of how a technique or instrument works are also an excellent fit with 2D animation.
High-impact sizzle reels work very well in 2D animation– a combination of stylized motion graphics with a dynamic soundtrack can generate a lot of excitement.
2D character animations also allow us to create emotional impact in an elegant, understated way.
When showing chemical or biological mechanisms, you can choose 2D or 3D animation. It depends on the overall feel you’re looking for. 2D molecular and cellular animations tend to be much more minimalistic and stylized– great for when you don’t need or want to explain all the nuances of what’s going on. The level of detail can vary, from very simple icons to more complex animations reminiscent of textbooks and journal articles.
In some use cases (for example, when explaining a scientific concept to a non-science audience), a combination of live-action and 2D animation can make the topic accessible and clear, while retaining accuracy. They’re also fun!
When 3D animation tends to work best:
3D animation is also a broad category that varies in style from stylized shapes to lifelike photoreal imagery.
Cell biology and biochemistry can be shown in 2D or 3D animation. 3D animation is preferred when you need to show realistic structures (such as protein shapes), multiple elements coming together, multiple angles of the same structure, or when you just want more realism.
Instrument tour videos are often done in 3D. With a 3D render of your product, we can add effects such as dramatic lighting, quick and unusual camera angles, and even things like “exploding” the internal components to show how they fit together.
More detailed “how it works” videos that take place inside an instrument also should be done in 3D animation as opposed to live action, since internal components can be impossible to access or invisible to the naked eye.
Still images of instruments and/or reagents and consumables generally look a lot better as 3D renders than when the real product is filmed practically. Rendered images avoid things like wear on cardboard reagent boxes, dings on an instrument’s surface, fingerprint smudges– all the minor imperfections that are normal "in real life” but stand out on film.
We often use 3D animation in short sizzle reels as well. Incorporating dramatic angles and lighting with your product and a great soundtrack– especially if they’re well synchronized– can be really impactful.
Your story, tailored to your audience
Ultimately, what style you select for your video will be based on your needs, preferences, budget, and consultation with us; with the points above taken as a guide rather than a set of rigid rules. We always love to find new ways to use these different styles of videos, or combinations of them, so bring your creative vision!
Ready to brainstorm with us? Contact us at dca@dcasf.com.