That's why you need to think about the quirks you want them to have. It can be anything from a giraffe to a sack of beans, but it's the way the audience relates to the animation that is important. It's important to think about personality traits, rather than envisioning the whole character straight away. The first step in the creation of an animated character is to get an in-depth understanding of the brand and, crucially, its audience: What makes them tick? What media do they consume? What other brands do they like? What makes them laugh, smile, cry? The difficulty, though, for animators and creative studios is that your characters can be absolutely anything-including inanimate objects-so where do you start? It shows minimalism and good execution are enough to charm your audience. The simple sketch-style animation emphasizes the strength of the group over the weakness of the individual, using a polar bear and a group of ants. There are no elaborate transitions or camera moves, just brilliant animation and humor.Īnother is a commercial created by Jerry Herbert for the U.K. Even after 20-odd years, they are watchable and engaging. The "man on the street" mockumentary voiceovers for different animals ensured the appeal and success of these advertisements. One of my favorites will always be Aardman's "Creature Comforts" campaign for British Gas, an offspring from the amazing Oscar-winning short by Nick Park. The campaigns that draw me in are always the ones that have simplicity, charm and great comedic timing. Throughout my career, I have been lucky enough to witness some amazing creators work with a variety of media, from hand-drawn to stop-frame animation. A cleverly animated character taps into that sense of wonder and imagination that we often lose as we get older. They also appeal to the audience's inner child. An animated character is the chance to build the personality from scratch, meaning it can perfectly represent what the brand needs. When you choose an actor or actress to be in an advert or campaign, they bring their own personality to the role, and if they are particularly famous, people's preconceptions. You want to connect with consumers, but what's the best way to capture their attention? But getting it right is not a simple process. They are a vessel to convey a brand's identity to the audience. They may not all be beloved, but carefully and creatively animated characters are memorable. From Kellogg's Tony the Tiger to the U.K.'s obsession with a meerkat family advertising a car insurance comparison website, brands have used animated characters to capture the hearts of viewers for decades, and at the same time embedded their brand into people's brains.Īnd it's not just been beloved animals that viewers remember it can be a bouncing "2" for BBC2 or animated M&Ms that have different personalities and story arcs.
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