Now, first things first…I have to be honest and explain that I am a tad biased on the topic we’re about to discuss, but for good reason. I studied Computer Animation (specifically 3D) and understand it’s capability as well as it’s complexity. This along with my experience as a tech-marketer, helps in understanding how 3D can be applied!
With that in mind, I’d like to talk you through why I think B2B Marketers should start to consider 3D animation more and more.
1. Don’t be the same as everyone else. We all know that there are literally thousands of 2D explainer animations out there nowadays. In fact, it seems like these 2D animations are fast becoming the new stock ‘tech-company advert’. Possibly overtaking the classic version from the noughties (we all know the ones)…the montage of stock footage, and people eerily smiling and laughing into the camera…surely, people aren’t actually THIS happy!
Now, I have to just state that I’m not saying 2D is a bad thing, I genuinely think it’s great! But it’s great for specific objectives! What I’m asking is that you break the trend of the stock answer of video creation being a 2D animation. So, if you want stand out from the crowd…maybe consider 3D? After all, B2C use it all the time…so why shouldn’t B2B?!
2. Go wild. The opportunities for creativity in 3D are endless! You can truly run wild in 3D, and not just limit yourself to one creative medium. With 3D you can bring in live-action, 2D and stop motion as well, if you so please. Bring in cloth, motion capture, after-effects etc and all of a sudden you have every texture and physicality available at your finger tips…do what you wish!! This is the ethos of early-years animation, go beyond what is within reality and make it visually exciting!
3. Valuable creativity. It really doesn’t have to cost the earth to produce something that has the production values of a high-level B2C campaign. So long as you utilise your budget in the right way, 3D can work for everyone!
You can use all sorts of styles and functions in 3D animations, the limits are endless. Let’s not leave the exciting stuff to the B2C marketers, get involved and embrace the impact that 3D can bring to your campaigns! Just take a look at what you can do with 3D!
You could base your animation on lights, effects and sound:
Or, they could be character driven to show personality or an emotive journey:
Or, you can make your specific product really jump out of the screen:
Or, you can go completely conceptual and just use shapes to explain your story:
Or, you could go with a mixed-media look:
And who says explainer videos can’t be done in 3D?!
Hopefully, this has really opened up your eyes to what can be done to help you truly stand out from the crowd and the power of 3D. Animation isn’t just flat shapes and colours, it has become so much more! Don’t pigeon-hole your campaign or creativity, we all talk about being in a world where anything is possible, so I believe it’s time to start showing this in our creative work!
I’m by no means saying that you should only stick to 3D or 2D…but get creative, and think about a different approach! And as hard as this is to say (coming from a 3Der’s perspective) but even 2D can look striking when it’s done differently!
