For more than a century, animation has been an integral part of popular culture, on television screens, in cinemas and in advertising.
Across 20th century animation, from pioneers such as French cartoonist Emile Cohl to the popularity of Walt Disney’s Mickey Mouse and the digital innovations of Pixar Studios and Dreamworks, the medium’s appeal doesn’t seem to end. .
But with budget options now widely available, this art form is no longer the exclusive domain of movie studios. Charities and others can now easily create their own engaging animation to promote their work and attract new supporters.
This can be done through 2D, 3D, or stop-motion animations involving puppets and sets, such as Aardman Studios’ Wallace and Gromit movies.
Here we look at the benefits for charities, how animation can be created, the tools available, and the outsourcing options available.
The benefits of animation
According to recent research, more than half of brand supporters will engage more easily after watching a video on social media.
The speed of the moving image helps cement the mission of charities in people’s minds. The animation is also perfect for engaging short clips for a charity on social media. Benefits include:
An eye-catching animation can make a memorable impression on viewers and encourage long-term donations.
Animation is highly visual and easy to understand, with complex messages easily conveyed through short, eye-catching text and animated characters to explain a charity’s mission and impact. This in turn can increase the likelihood of fans giving.
The cost-effective nature of animation can be vital for small charities looking to achieve engaging video marketing on a shoestring budget.
Animation Production Guide
Regardless of the platform or online tool used, there are common themes in all animation production. These are the following.
A good idea
The first process of making an animated film is to create a story. No matter how good the animation, if the dialogue, characters, and plot are poor, they will fail to engage viewers.
Style
The visual style of animation is important for conveying different messages. Be sure to choose a style that matches the message. For example, a movie about serious issues around abuse or homelessness might need a darker, darker style.
Storyboard
This is an essential part of the animation process, it allows a charity to watch the story, scene pacing and dialogue. It can be seen as a comic book version of the final film.
animatic
The next step is to create an animated version of the storyboard to show what the final film might look like. This is a sketch before adding additional elements.
Adding and creating assets
This is where the final film begins to take shape, with things like characters, backgrounds, and props added. For 3D animation, charities are advised to create a preview of scenes, so that cameras and props are in the right places before filming.
Shooting
Once the vital prep work is done, charities can begin filming. This is where characters move through sets, and music and dialogue are added.
Post production
This is where digital tools are used to improve certain aspects of the film, such as lighting and texture. Scenes can also be edited and colors corrected.
A key part of post-production is making sure the entire movie looks the same from start to finish. Another is to ensure that the music and sound effects used are mixed at the correct levels.
Platforms
There is a range of software available for charities to create their own animation.
A subscription to an Adobe Create Cloud All Apps plan (£54.29 per month) includes the use of three useful tools for creating animation.
Adobe’s Character Animator tool allows charities to use a webcam and microphone with motion capture technology to animate characters, including lip sync.
The Animate tool, formerly Flash Professional, allows users to create high-quality graphics that are scalable and reusable for cartoons, games, and interactive content.
Meanwhile, the After Affects tool allows users to create effects, add text, and import characters.
Another similarly priced animation tool is Cinema 4D (£49.24 per month). This 3D animation software can be integrated with Adobe and includes a range of animation tools such as realistic cloth simulation and transforming images into a 3D model.
There’s also a slew of free animation software, including the open-source program Blender, with features like effects, editing, and motion tracking.
Outsourcing
Alternatively, charities can hire outside expertise to create eye-catching animations. This is great for charities looking to create professional animations if internal teams don’t yet feel confident creating their own content.
This can be expensive, but costs can be reduced by outsourcing to companies based in Eastern Europe.
In addition, a freelance specialist in animation can be recruited. These can be found through platforms such as Fiverr or Bark.
The average cost of renting an animation studio in the US is around £123 per hour, while the average in Western Europe and Asia is £82 per hour. Eastern European studios, including Poland, can cost as little as £41 per hour.
Depending on the complexity of the project, hiring external expertise can cost between £1,500 and £21,000.