Next up, we get down to the nitty gritty of usage – how the the work will be used, where it will be seen and for how long.
Kavita: Will your animation be aired on TV / DOOH / online / social / cinema? These are all things that we need to know before we begin production in order to ensure we are creating assets to the correct technical specifications for the respective platform. This also goes for different territories, if your ad is being aired abroad we need to make sure that the deliverables comply with international technical specifications as they can vary from country to country.
If there are social cuts (e.g. Instagram which are usually square 1:1 format), we’ll need to know this as soon as possible to ensure that the master asset has been built/animated in a way that allows for us to adapt it seamlessly; some animation styles, like 3D, can take more time to adapt as the model may need adjusting to fit the new spec.
Sarah: A few things to bear in mind from an illustration perspective: Are the illustrations to be used for print, digital or both? What are the dimensions/resolutions the illustrator would need to work to? Are there any other compositional elements to consider such as placement of text/logos, and do you have an example of the layout if so? This information is essential to know from the beginning in order to not waste any time. If we’re talking branding – are there specific brand guidelines/colour palettes to adhere to?
We’re living in a really exciting time where we’re seeing more and more that illustration and animation are merging. For example, an illustration may be commissioned for print, however this might then also be transformed into a gif or animation for social use, which is something that our in-house team KITCHEN are experts at! In this instance, we’d need to bear this in mind during the production and allow the illustration to be prepped for animation and delivered in layers.
And with usage if this isn’t something you’re familiar with, don’t worry we are experts. When it comes to commissioning illustration you will also need to purchase a license to use the artwork, which we always factor into an estimate. In order to help provide a quote we’d need to understand where the illustration(s) are going to be used, including the type of media, the territories, and how long you will be using the work for, as this will be a consideration of the final costs. It’s important to note that the Copyright of the artwork almost always remains the property of the artist. The best approach to usage is agreeing something that you and your client feel flexibility within but that isn’t widely beyond where you intend to use the work – it’s a balancing act between the real need and budget.
Once we know we have the answers to the three T’s, Type (of media), Territories (where) and (length of) Time, it’s smooth sailing!