One of the ways that these two distinct worlds have found common ground is through the world of advertising in recent years. With the advancement of digital software like illustrator, InDesign and other Adobe programs, artists have the freedom to create whatever they choose and alter it to fit the needs of a client and their objectives for a campaign.
This past week the calendar rolled over to another year; so lately we’ve been doing some reflecting, some resolution-making, and some Advil swallowing from those late nights at the, uh, studio. In 2013 we did a lot of deep thinking and contemplation about our identity as a company and the kind of studio we hope to become in the upcoming year, and how we are going to utilize the talents and culture to help brands connect with their emerging generation of audiences.
There was once a time when companies would make marketing budgets filled with numbers of how much they planned to spend, the profit they anticipated earning back from those campaigns, and what costs would incur from the various mediums they planned to advertise in. These marketers would evaluate the success of their campaigns by what their companies received in the way of profit from consumers. Effectiveness was measured by a metric that could be counted and compared with previous years.
In the past, animation was used primarily for entertainment purposes, to enliven media with whimsical character depictions and movement never before seen by audiences. But like every medium, animation’s application has surpassed the cartoon world. Companies have been incorporating animation into their commercials over the last few decades, realizing that audiences cling to active symbols that leave a lasting impression.