Animation as a storytelling technique
We are very passionate about character-driven animation. So what does that mean? For us, it means that we focus on creating strong and unique characters and exciting stories that help grow your brand with engaging customers.
Animation studio using different techniques
We produce films with different digital techniques. Animation, stop motion and live action are some of the techniques we master. Sometimes we mix these techniques as we did in the Johan rockström TED Talk project. It’s not the technique that controls the production; it’s the goal of the production that decides which approach to use.
Animation techniques
Traditional animation
Cel animation is a technique where the animator draw frame by frame. Today the word is used for both analog and digital animation.
Frame-by-frame
Frame-by-frame is another word for traditional animation that is created frame by frame. Time-consuming technique but gives animators the freedom to create almost anything.
2D Animation
Name used for animation where movement is created in a two-dimensional space (x & Y).
3D Animation
3D animation is where animation is created in a three-dimensional space (X, Y & Z), creating possibilities not found in 2D animation.
Stop motion
Stop motion is an animated technique where objects are moved in front of a camera and photographed at every step and, when played back, give the illusion of motion.
Stop frame
Another word used for stop motion.
Cel animation
Another word used for traditional animation. In the past, images were drawn on transparent sheets of plastic called “celluloid.”
Cutout animation
Cutout animation is a form of stop motion animation where for example characters are cut out from paper, card or photographs.
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How do you create high-quality animation?
To produce high-quality animation, a deep understanding of the 12 principles of animation is essential. Below in the blue box, we will go through the principles step by step.
Traditional animation in five steps
Although we use traditional animation (frame by frame), we work in five steps. This way, we don’t get lost along the way.
- Rough animation: Very rough sketches of key poses exploring the movement.
- Tie-down: A refined version of the rough animation where we ensure the proportions are correct.
- Clean-up: Making clean versions of the drawings and adding the last details.
- Coloring: Usually a quick process if the other three steps are done thoroughly.
- Shadows and highlights: Adding shadows and highlights on our characters.
It’s essential to understand this process as a client to understand where you can give feedback; when one step is finished, it’s very time-consuming to go back and make changes.
Principles of animation
Initially, the 12 principles of animation were used at Walt Disney Studios. Although the principles were developed as early as 1930 and later described in the book The Illusion of Life: Disney Animation from 1981 by Ollie Johnston and Frank Thomas, they are as relevant today as they were to Disney in the 1930s.
Squash and stretch
This principle means applying the contrasting change of shape that gives the animation the illusion of elasticity and life. For example, if you squeeze a ball, it becomes flat but, at the same time, wider since the mass has to go somewhere.
Anticipation
Anticipation, or expectation, is the movement that occurs before the action that we want to make. For example, an arm must go back before it moves forward to throw a ball. The backward movement is called anticipation. However, anticipation can also be a pause that prepares the viewer for something to happen.
Pose to pose
The pose to pose principle means you draw out the sequence’s keyframes and then fill it out with the in-betweens.
Staging
The animation principle staging is about presenting an object or a scene in a way that makes it easy for the viewer to understand what is the most important in a scene, like a character.
Follow through and overlapping
A movement shouldn’t end abruptly. For example, if a character sneezes, the hair will continue to move when the sneeze is over. Overlapping means letting movements overlap instead of starting movement Y only after movement X is finished.
Arcs
Animations often follow arc-shaped movements, creating realistic and beautiful movements. However, not all actions are on an arc.
Secondary action
A movement or event that occurs as a direct consequence of a previous movement or event. Such as a cloak that accompanies a character when the character spins around.
Solid drawing
This animation principle creates depth in your characters and gives a sense of 3D dimensionality and volume by making a good drawing.
Slow in and slow out
How do you make an object slow down or accelerate? By adding more frames to the beginning or end of your animation
Appeal
Appeal is about making the characters interesting and appealing to the audience by, for example, enhancing a character’s trait or design and expression.
Timing
The time or number of frames for a given action dictates how long it takes for something to get from one point to another. Therefore, using fewer frames will make the motion quick, and using more frames will make the motion slower and more smooth. Timing can also function as a tool to give an animated character its personality by, for example, exaggerating the timing like in children’s cartoons—this way, a comic effect is created.