Exploring latest developments within Pro…
Head of Programmatic Display, James Bourner looks at the latest developments in the world of Programmatic Display.
Nearly all our video projects have motion design elements added in the post-production stage. This can take the form of integrating intro animations, name captions, key text and infographics to further enhance live-action edits, or – when no existing photographic/video assets are available - creating pure motion pieces to showcase your brand’s key messages, product or service.
Using 2.5D camera techniques on photographs, we can generate a parallax shifting effect to create the illusion of depth, breathing life into flat, static imagery.
Motion graphics add value by:
We offer all types of animation, from traditional hand-drawn illustration to stop-motion, to 2D and 3D computer-generated.
2D cut-out style animations are popular in TV and advertising. They use vector graphics or photos, often emulating the look of paper and card. Although this is one of the oldest forms of animation, it is now more effectively achieved with software like Adobe After Effects.
Software like Cinema 4D also allows complex physics simulations like particle effects, fluid dynamics, fur and hair to be visualized in beautifully rendered 3D scenes or composited later onto live-action footage.
We can model, rig and animate 2D and 3D characters, and record and lip-sync speech to add realistic mouth movements and human expressions to further anthropomorphise your characters. This, plus the addition of music and sound effects, can help you build better emotional connections with your audience, enabling them to more quickly identify with your brand.
Animation adds value through:
We offer many VFX techniques, such as the familiar keying process where a presenter or actor is shot in a greenscreen studio environment. The color is then replaced, superimposing anyone (or anything) into any shot - a great alternative when it's too expensive, impractical or impossible to film.
3D camera tracking (match moving) is another popular VFX technique in which real-life camera movement is translated into 3D space, allowing your stats and key messaging to be integrated flawlessly into your live-action footage - achieving the effect that they were there when the scene was originally shot.
Rotoscoping is the process of altering video footage one frame at a time. Normally, this is to isolate foreground elements from their background (or vice versa).
It can be useful for updating signage, changing an object’s color or removing unwanted wires or production equipment on set.
If your project is more cinematic, VFX can involve adding smoke, sparks, fire and explosions onto your footage when in-camera, practical effects can't be used.