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Animation versus video footage

By Friday March 21st, 2014 January 21st, 2016 Company, Marketing

As a company, you have decided to present your organization, product, new application or last strategy through a video. You might have seen one or two videos on YouTube, Vimeo or on a competitor’s website that have inspired you in terms of content and design. But what should you choose? A video recorded on the spot or rather an animation using drawings, info graphics, cartoons, and – why not – existing video footage? And what is the difference in terms of production, impact and budget ?

If you seek to give your company a realistic image of its environment, colleagues and services, a professional video footage seems the better option. What you see is what you get. Yet, some things are to be kept in mind.

A shooting day needs careful preparation : you need to brief all those having screen time whether they have something to say or not. Note also that you usually cannot alter the final records unless you plan new footages, what comes with a cost.

Your colleagues are no actors and might not come out as good on screen. You need to screen them in terms of perfect locution, but also to check if the camera really loves them. Otherwise your audience might be distracted from your original message.

If you wish to produce your video in different languages, subtitles are a possibility: dubbing your co-workers or other ‘talking heads’ would sound alien while a company video has to be heartfelt. Nonetheless, subtitles are not common in every culture and might soften the impact of images. In this case, voice-over in the target language can be the central thread of your footage. Voice-over and image must then perfectly be synced. In case of video footage and voice-over in several languages, production will take more time.

If you would rather go for an animation, it can perfectly explain what your organization, product of strategy really is without having to deal with technical movie restrictions. This means that any explanations can be presented visually (in 2D or 3D according to the impact sought). And images are backed up by a professional voice-over anyhow. Localizing an animation in another language or culture does not require big investments and can be achieved in the short term. You do not need new meeting or shooting days for your company – except for voice-over recordings. The producer usually takes care of translations (texts and visuals), voice suggestions and recordings. Choose and review, that is all you need to do. As mentioned above, existing or future videos and photos can be perfectly integrated to the animation.

Well then, animation or video? The answer is not that simple. It depends on your content and target audience. But if you seek to explain something in depth, in several languages and with the accurate visual support while having the possibility to update the content later, an animation is the best option. Not only in terms of production or quality, but also for your budget.