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The impact of a succession of images should never be underestimated. Due to this fact, some have undertaken a manual work that requires skill and a lot of patience called “Stop Motion”, but what is Stop Motion, how can you implement it in your marketing strategy and of course, how to apply it? Next, I’ll tell you about this topic of great interest.
When it comes to advertising or commercials, we want to attract attention, but in a way that makes an impact. In other words, the idea of every good entrepreneur is to leave a mark in people’s minds. Well, for more than 100 years, an effective technique has been used and is still useful today in the propagation of video clips, series, movies, etc.
What is Stop Motion?
It is a technique that makes it possible for stationary objects to take on the appearance of being in motion. For this magic to happen, the technique of capturing a long succession of photos is used, which will form the movements of the constructed figures, that is, the object or figure is manipulated with each successive pass of photos. It can be said that it is the beginning of the caricatures.
This technique is very simple to carry out, in fact, just with a camera and a good editing program you can achieve this effect. Applications have been created for both computers and Smartphones that make it even easier to create this type of animation and then share it on the web.
Commonly flexible dolls (plasticine, flexible dough), solid objects, hand drawings, among others are used and the rest will be at the discretion of your imagination.
Of course! It will be necessary to take into account certain details such as: lighting, range of motion, camera angle, etc., but I will develop these issues in detail later on.
What is the Stop Motion technique for
The multimedia industry is widespread in the entertainment industry and is a resource widely used to capture the attention of an increasingly demanding audience. Technical advances have created endless possibilities, projecting a “fantastic event” that can be perceived in a totally credible way. An unspoken example of this is the increasingly common application of “CGI” in feature films.
Stop Motion is used to create multimedia content, but with a different perception. Videos created using this technique have that quaint and somewhat homemade flavor, but it certainly captures the viewer’s attention in a very special way.
The online marketing world has been able to value the great potential that this type of content offers to make your product or service even more attractive. We refer to Video marketing, where we proceed to create powerful videos, which project a strong message that attracts customers. Stop Motion presents an economical, viable and striking alternative to achieve these objectives.
Basic tips for creating a Stop Motion video
The success of a good Stop Motion video will depend on the application of 5 fundamental tips that will surely be of great benefit for the construction of the footage. Below, I present each of them in a synthesized way:
Like any technique, Stop Motion requires trial and error until you master it. It can be very frustrating to take a considerable amount of shots in succession only to realize that the animation has errors in the last few shots.
You might think it best to delete those shots and try to get the object or figure back to the state where the succession was flawless, but this decision is not the wisest one in some cases.
Depending on the complexity of the animation, the only alternative may be to start from scratch. Yes, it’s horrible, I know. But if you want a flawless production, starting from scratch will be the most appropriate route. Work calmly, without distraction and when necessary rest. The more skilled you are, the less recurrent the mistakes will be.
One of the first things you should have well defined before you start creating your Stop Motion is the type of material you will use in the objects or figures. Let yourself be guided by the script to choose the most suitable ones. However, keep in mind that the quality of the animation will not depend on the material used, but on the animator who performs the footage.
It is important to have a definite time limit on the story you wish to tell. The script must take into consideration the time factor so that you can achieve an orderly and successful job.
If you start the project with no time limit, you increase the chances of error, or you may find yourself in a dead end that detracts from the message you wish to project.
You can base your animation on a number of frames defined as a guide or in other words’ animatic. In this way, you can set a standard number of frames per second that you will use for each movement or event. Additionally, the animatic will allow you to synchronize sounds to give more life to the animation.
The Neutral Background
For obvious reasons, the object or figure to be animated with Stop Motion will need the help of cables or wires to create some motion effects. When you finish creating the animation frame by frame, it will be necessary to remove these unwanted elements.
To achieve this in a simple and uncomplicated way, you can take a capture of the neutral background, that is, without any animatable object or figure. This little trick will allow you to easily replace the damaged background in the debugging process, without resorting to photographic retouching.
The principles of animation
To really make your footage have that impactful effect on the viewer, you’ll need to go beyond the movement of an object. You’ll need to take the following 12 fundamental principles of animation into consideration:
- Stretch and Shrink
- Direct Action and Pose
- Easy In & Out
- Secondary Action
Remember that, in addition to following the basic tips already outlined, you will need to take the following into consideration:
- Between each frame there should be a small change in the position of the object. The smaller the change, the more realistic the movement will be, but it will increase the amount of captures and time duration.
- Maintain correct lighting. Is it morning or is it getting dark, is the setting out in the open or inside a room? Light projection plays a key role in this field.
- The camera angle is another determining factor in the quality of the animation. A small angle variation would affect the continuity of the video by damaging the shot, which would force you to start from the beginning.
Example Stop Motion
To conclude, I wanted to mention some examples of videos built based on the Stop Motion technique and that have been very successful both in Marketing and in the film industry.
In the world of cinema is well remembered feature films such as: “Corpse Bride” or “Chicklets on the run” and more recently the success of “Frankenweenie.”
Speaking of Videomarketing, I would like to show you a very interesting example made for the famous drink Red Bull where in a simple succession of images of people create a story with a clear commercial purpose.