Create more attention with 3D animation

Animations bring products to life. This article appeared in the January issue of Marketing & Communication. For more exciting info from the moving image sector and other topics, see here.------------- Leaving the house without your smartphone is like forgetting your pants. It is omnipresent and means the world to many users. This all-rounder has changed consumer behavior. So it's no surprise that platforms such as YouTube and Spotify or video-on-demand services such as Teleboy have also become available on mobile devices. The marketing world is also following suit. Moving images generate more attention. Content can be absorbed better, faster and more sustainably if several senses are addressed at the same time. After all, the smartphone is still seen as a place of retreat and relaxation. Many people do not want to be "disturbed" by advertising. This is why marketers are turning to multimedia campaigns. Via websites, TV commercials with Shazam integration or e-panels at train stations. Moving images have now established themselves so strongly that the question is how. How do you generate attention on a website without it appearing overloaded or intrusive?Instrument for uniquenessMotion graphics, motion pictures, 3-D and so on are various elements used to stage moving image advertising. A specialist in this field is Animations and more AG. The five-person team creates visualizations, animations and virtual reality applications for industrial clients, property developers, architects and advertising agencies in Central Europe. "We use different types of 3D animation. High-quality sequences that are almost perfectly detailed and film-like can be displayed. It is also possible to create TV commercials with rich colors and amazing color depth. A somewhat more abstract form is the imitation of comic-like animations," explains Markus Bachl, Sales Manager of Animations and more. He is convinced that this variety allows the brand to position itself better and more clearly. "3D animation is an important tool in the modern digital world for branding, uniqueness, positioning and attention."Emotional visualizationAn example from architecture: "Emotionally appealing visualizations of living spaces are becoming increasingly important for real estate sales. The buyer or tenant wants to see and emotionally experience where and how they will live in the future," explains Bachl. In industry and technology, photorealistic product images, whether 2D or 3D, can be used for advertising purposes. "This gives the customer a better idea of what they are dealing with," says the sales manager. And in the advertising industry, 3D visualizations and animations have become indispensable anyway. For example, the team realized a project for Appenzeller Alpenbitter AG.Appenzeller AlpenbitterAppenzeller Alpenbitter has launched a campaign to better position its products on the market. 3D animations were used for this. "Several animations with the bottles, texts, liquids and chocolate pralines had to be created in a very short space of time. The animations were needed for an online campaign starting as early as Easter 2014. The individual animations also had to be optimized for a wide variety of online platforms, such as 20Minuten and in responsive design. Full HD versions were also required for presentation screens in shopping centers," explains Markus Bachl, adding that the simulation of the liquid posed a particular challenge for the animation team. "When the 'Stengeli' is opened, the Alpenbitter should flow out as naturally as possible. As it was a combined campaign and most of it was online, it was important to make the individual files the right size," says Bachl.The animated end product: