30 September 2015

Experiments in Light & Sound.
How animated video can bring your products to life.


As befits a forward-thinking design agency, Jazzbones has always embraced new technology, but our approach is not about slavish devotion to the latest fads because it makes us feel hip! It’s about developing practical ways to help our clients present their products and services in a fresh and innovative way.

Animated motion video is a great example of a cutting-edge medium that’s perfect for delivering powerful messages to your audience. As a teaser, we hope you like our brand-new sample video, a bold initiative from our creative team that combines stunning product photography with sound and motion.

The images for the video were shot by Jazzbones’ photography team, taking a Miele vacuum cleaner* as their product focus. Our animators then edited a sequence of those studio images using industry-leading editing software.

It was a painstaking process, but the results make it worthwhile; dynamic jump cuts synchronized with engaging music to create a formidable impact. The discerning use of chiaroscuro (the way that light and dark areas create patterns) adds to the powerful mood.

One of the things we love about animated video is the way it enables us to breath fresh life into commonplace products. It’s relatively easy to make a sports car look exciting, but everyday household objects like the vacuum cleaner provide more of a challenge. As you can see from our experiment, it’s a dilemma animated video is well-equipped to handle; the dramatic red and black colour splash presenting the vacuum in a whole new light.

As an added bonus, animated video is remarkably flexible in terms of where it can be deployed: big screens at trade fairs and exhibitions; video displays at bus stops or departure lounges; screen displays in company receptions or in shop windows … the opportunities are limitless.

Oh, and did we mention online video?

 Fact. Online video is the future of content marketing. Research shows thatvideo will account for 69% of all consumer internet traffic by 2017. Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future. It’s easy to see why. YouTube gets more than one billion visitors a month, more than any other channel apart from Facebook. One in three Brits view at least one online video a week – that’s a weekly audience of more than 20 million people.

Video can give you access to all this. Animated video done well can give you a slice of a huge commercial pie. What other form of content can do the same?

Engage viewers and they’ll share your video with others. They will spend longer on your website and more time interacting with your brand. For any Social media campaign, video is absolutely fundamental.

But is animated video a feasible option for smaller businesses? Absolutely. Production costs have fallen significantly in recent years. Jazzbones now boasts the equipment and the in-house professionals to deliver effective videos across a range of budgets. We also have the marketing savvy to help you exploit your motion video to the full. As a starter, we’d say this: to fully realise video’s potential, make it easy for users to find and share it. Don’t neglect mobile either. Mobiles and tablets are an increasingly important segment, with the mobile phone share of video consumption increasing 41% in the last year alone.

Finally, be creative, not only with the videos themselves but in the campaign strategy you build around them. Creativity wins over the cost of production every time. Get that bit right and video won't just be the future of content marketing, it'll be the future of content marketing for you.

*A huge Jazzbones thank you to Miele for letting us use their fab S8320 vacuum cleaner for our in-house experiment!