With the final entry date fast approaching, those in the advertising and marketing industry are preparing for yet another Loerie festival in Margate, however the past year has seen a dramatic increase in the use of animation in advertising. This will ensure that animation continues to claim its rightful place within the industry as it assists brands reach target audiences in a far more creative and engaging manner states Roger Smythe, JHB MD of animation studio Masters & Savant Worldwide.
"We have noticed a sharp upturn in the use of animation in advertising over the past 12 months, and with it concepts have taken a far more fantastical point of view. What is also very positive to see is the further integration between animation and live action which denotes that creatives recognise the benefits that animation can bring to campaigns. We would not be surprise if many of the nominated commercials are either be fully or partially animated," states Smythe.
This trend is not only present in South Africa, but the world over. Advertising campaigns in the Americas and across Europe have continued to integrate animation into commercials, especially with products and brands that require a new method of engaging with audiences. This is most noticeable in vehicle commercials, where brands such as Mazda and Audi communicate the perfection of their vehicle design through the use of animation.
Says Smythe, "Animation offers agencies and clients the opportunity of expressing figurative concepts in a visual manner, as it is not limited to the real or physical. The Design Indaba promos are perfect examples of how the images of the imagination can be brought to the screen through the use of animation we are now able to communicate exactly what a designer or inventor sees in their mind."
Roger Smythe will be a judge in the Experiential category at this year's Loerie Awards.
Visit our PRESS OFFICE: Masters & Savant is the award winning animation studio. We use a state of the art infrastructure and skills in motion design to bring creative concepts to life.
Our multi-award winning creations set us apart as one of Africa's best commercial production and television branding studios, with clients ranging from top advertising agencies to SA's most viewed television channels.- more....
Connected by: Uninet
"We have noticed a sharp upturn in the use of animation in advertising over the past 12 months, and with it concepts have taken a far more fantastical point of view. What is also very positive to see is the further integration between animation and live action which denotes that creatives recognise the benefits that animation can bring to campaigns. We would not be surprise if many of the nominated commercials are either be fully or partially animated," states Smythe.
muti
del.icio.us
stumbleupon
yahoo
google
facebook
newsvine
Digg
Reddit
GoGuide
