15 Years of Animated
PRLog – Tuesday, November 29, 2009
3D animated product
presentations have been a specialty at Mike Efford
Motion Design for 15 years as of November 2009. This
computer animation firm has developed product animations
for some of North America’s most successful direct
marketing agencies, including Guthy Renker, Thane
Marketing, Kingstar Direct, Monte Brooks Productions,
Nothern Lights DRTV and more.
Product animation has come a long way in 15 years. By
way of example, here are three techniques some of the
top direct response advertisers are now using to
successfully market consumer products through broadcast
1. The Quick Visual Summary:
No other medium can match 3D animation to show a quick
visual summary of even the most complex product idea. It
is the visual equivalent of a "sound bite". Ideal for
packing the most information into the shortest T.V. air
time. Infomercials are a perfect example.
3D animation successfully marketed the H2O vacuum
through infomercials across North America demonstrating
how dirt, hair and even airborne bacteria are filtered
and neutralized by this innovative appliance. The
product’s elaborate filtering process was visually
demonstrated in under 15 seconds. Sales were robust, and
it continues to sell almost 5 years later, as of this
2. Showing a product’s inner workings:
Showing a 3D animated presentation that takes the
audience right inside the product, as if they were
flying through it, can enhance the perceived value of a
deceptively simple - looking product. With many
products, the real magic is inside; a sleek but simple
exterior hides the inner workings which produce most of
the benefits for the customer.
There are no limits to what 3D animation can show
nowadays: flying right through a steel casing, zooming
quickly down to a microscopic view of tiny molecules,
all the while showing the exterior full size product in
operation, making part of the outer “shell” of a product
transparent so the audience can watch the magic happen
3. Emphasizing style and glamour:
The cosmetics and auto industries are some of the most
experienced practitioners of marketing with computer
animation. They use it to create an aura of mystery and
excitement (in the case of auto makers) or glamour and
chic (cosmetics). In the TV advertising of auto makers,
3D computer models take the place of actual cars much
more often than the public knows. Combined with slick
video editing and photography, animation can be used to
enhance the appearance of any product design.
When much of the appeal of a product is its sleek
appearance, 3D animation adds major value to the
manufacturer’s broadcast marketing. Its movement
and lighting can be totally controlled. Effects are
possible with lighting, for example, that real – world
lights could not possibly accomplish. Spotlights
highlight design features, sweep across the length of
it, glow and sparkle.
Jaguar used animation to showcase the inner workings of
their V-12 engine, in a prominent television ad. The
hood ornament morphed from a chrome cat into a floating
engine, with all its cogs, gears and moving parts. The
"fantasy" appeal of the ad made it impossible to ignore.
The branding was spectacular. All done with 3D
It seems anything is possible with this medium.
Today, with 3D animation technology, there are more
compelling reasons than ever for using computer
animation in television productions to present a product
in its best light.
Companies looking to take their product marketing to the
next level can call upon 15 years of 3D animation
experience by contacting Mike Efford Motion Design.
"15 Years of Animated Product Presentations..."