What are the most important techniques for editing animation in advertising?

When creating advertising animations, the planning process is crucial and distinctive. Here's a concise breakdown: -Define Advertising Goals. -Identify Target Audience. -Research and Competitor Analysis. -Create a Storyboard. -Develop a Persuasive Script. -Maintain Brand Consistency. -Craft an Attention-Grabbing Hook. -Allocate Resources and Budget. -Incorporate Stakeholder Feedback. -Test and Optimize. -Plan Distribution Strategy. -Implement Analytics for Assessment. This streamlined approach ensures a strategic, compelling, and effective advertising animation.

Before creating any work it is key to check on the brief, budget, things you need to deliver, what the client needs to deliver, the timeline for the project and payment terms, and what happens if the client makes changes to the project during the project so both parties are on the same page. Another important step is to have feedback rounds after each phase – concept, storyboard, illustration. This way, you have a client who is above board before going into the animation and make sure they're not surprised by the end result. In addition, if you have personal goals like trying out a new style or a new tool, or a different style of animation you can note those in your personal brief and have that as a guide during your project.

Before your start animating have this in mind : 1. Set clear goals. 2. Understand your audience. 3. Create a compelling story and script. 4. Plan with storyboards. 5. Choose the right animation style. 6. Design assets. 7. Include voiceovers and sound. 8. Produce the animation. 9. Use effective text and colors. 10. Keep it short and to the point. 11. Optimize for the platform. 12. Monitor and adjust for performance. 13. Test different versions. 14. Ensure compliance and copyright.

By far the most important animation principle in advertising is timing. The space between two events can tell a story in itself, as can the silence before an applause, the tension between words, or the build-up to a reveal. Having a strong understanding of timing, especially when combined with the non-visual aspects of advertising, can be the difference between a lackluster ad and the work of a visionary.

Carefully planning the animation by breaking it down into modular micro-interactions definitely helps in managing cuts or adjustments during post-production, in some cases.

You should think about this the same day you get the brief and the clients tells you they need cuts at 5, 15, 30 etc. While designing the main spot you should already consider the down cuts and not just edit them later

In my experience as an advertising designer, I've found that syncing audio with key visual moments is a game-changer. For instance, when you have a car racing through stunning landscapes, that's the moment to introduce the engine's roar. And when a family gets into the car, add warm, inviting music. This synchronization formula is the secret to creating truly compelling and unforgettable ads that leave a lasting impact. It's all about crafting a symphony of emotions in the viewer's mind.

Here one important thing is missing and probably is the main one if we are talking about ‘editing’ Do your animatic asap. For my new short, Birds & Shells, a 15 min animation, the first thing we did as soon as we got the storyboard was a super basic animatic; This helps you define the rhythm of the animation (commercial or short film), understand if everything flows properly and gives you an idea if your project needs some shots more or most probably less… We develop the animatic with every new phase of the project, starting just using boards, to then layouts, animation roughs and so go on. Basically it starts as the back bone of the project and blows into being the edit. 🥳

The key technique in animation editing for advertising that many overlook is putting the audience first. This means understanding your viewers deeply: Emotional Connection: Connect with their emotions by solving problems or striking a chord. Relevance: Create content that's relevant to their lives, be it humor, inspiration, or empathy. Engagement: Prioritize engagement for more likes, shares, and actions. Brand Loyalty: Build loyalty by aligning with their values and making them feel heard. Feedback Loop: Continuously adapt based on audience feedback for fresh and effective ads. So, remember, it's not just about looks; it's about emotional connection and relevance. That's the secret to creating ads that truly connect and convert.