I’m a little late coming to the party on this video, but I think I have just found one of the best animation videos. This is going to be a longer post because I really want to go into depth on why this video is so great. It has a very powerful message and the creative team did an awesome job. So, without further adieu, let’s see what it takes to create a powerful animation video.
An Animation Video Needs To Tell A Story About Others
Tell your story! My friends, what is your story? Why does your company exist and how can you better deliver your message? Obviously, Chipotle is about making food and contributing to their bottom line, but after watching this video you get the sense that there may be more to the company than meets the eye. Just take a look at that poor cow around 1:35 seconds. It almost breaks your heart. They did such an amazing job pulling at everyones heart strings that we suddenly find ourselves rooting for chipotle to succeed.
[Tweet “How Can Animation Help Deliver Your Message?”]
The story basically starts off with Scarecrow who goes to work in a large city. His job is to cover up the holes so that nobody can see what is really happening behind doors. He is depressed and you can feel his depression. As he is traveling around the city working, we are drawn into different images that cause a little bit of sadness.
Here is the biggest secret of this story: It’s not about Chipotle, it’s about us. That is one of the keys to a great marketing video. The story of your company needs to be about others; talk to the audience and hit their hot buttons. Once you watch the animation video you will notice that there are zero Chipotle logos- not even a simple word to mention them. This is a paradox of our time. Some companies get it, but others don’t. The message is “Cultivate a Better World” by the genius behind the message is “Cultivate a Better World with Chipotle as the Hero.”
However, don’t be fooled. This video is all about marketing. Take a look at the views and the comments. Currently, there are 12 millions views and 11 thousand comments- not bad, right? I can guarantee this video has paid for itself 10 fold. To Chipotle this is great marketing, but to the viewer, it feels more important than your everyday commercial.
Now, you have to pay attention to the undertones. Every good story has a hero and Chipotle is the hero in this one. Another great example is the “Find Your Greatness” ad campaign by Nike. It’s great marketing and they tell a story with Nike being the Hero behind them just as Chipotle has done.
An Animation Video Needs Powerful Images, Music, and Creativity
When creating an animation video you must be able to create images and music that tell a story themselves. Here are two examples:
I don’t think people realize how hard it is to get corporations to accept these types of images and videos. There is too much hand holding going on. Some of you might know what I mean. If not, let me explain. Often times, videos are ruined because CEO’s, CMO’s, and Advertising agencies, do not and will not let creative people do what they do best. I am not pointing fingers because I myself am more business minded. Case in point-Disney. Disney is one of the greatest animation companies of all time. In the later part of the 80’s they came blasting onto the scene with Little Mermaid. Disney animation raised the bar with that movie and for the next decade they went on to produce hit after hit. Movies like: Beauty and the Beast, Aladdin, and The Lion King. But what happened next was rather unexpected. The following 4 animated films: Pocohontas, The Hunchback of Notre Dame, Hercules, and Mulan, crashed and burned. Disney messed up!
These mistakes happen when Executives begin to take over. You see, Disney realized just how profitable animation videos could be and began to control the creatives. How do I know this? Mark Swan our artist was with disney at the time. It is a great story, but sad at the same time.
When developing videos you have to push the envelope. If it doesn’t make people mad, sad or excited, then why do it in the first place? Videos need to have images that cause people to get a little uncomfortable; music, that causes feelings to stir; and a message, that people will share. If you plan on playing it safe you might as well not play the game. You will lose.
Above All Your Animation Video Needs To Entertain
If any of you have seen Gladiator you will recall the part when Maxium (our hero) dispatches of another Gladiator and then turns to the crowd and says.
“Are you not entertained? Are you not entertained? Is this not why you are here?” -Maximus
After this, the whole crowd starts chanting, “Spaniard, Spaniard, Spaniard”
This is a great example of how badly we crave entertainment. We all desire something that will make us feel again. It’s not easy to do when you are competing against commercials, TV, iPads, cell phones, Facebook, Twitter, and all the rest of that junk. Once again it comes back to creating something amazing; an animation video that people will actually take the time to watch and share. We’ve all had our share of sitting down at a computer only to start watching our 5th Youtube video of kittens. That is what you are up against. Cute little fluffy kittens!
How To Get Started
Obviously, I have the end in mind with this article. I want you to go out there and take a look at a great animation video company, Ydraw.com. We are getting better and better with time and we continue to try to bring the cutting edge tools needed for your videos. Something you need to look at are Interactive videos, whiteboard animation videos, and 3D animation videos. Let us take care of your video needs. We do not want to break the bank. Because a great marketing video doesn’t do you much good if you have no money to market it. Ydraw produces all types of animation videos at an excellent price.
Happy day to all!
