We started O Street over ten years ago, and design looked pretty different then. While we’ve stayed true to our roots—remaining small and making thoughtfully different design—the output of that design has changed with technology. Especially in regards to video and animation.
Some things in design never change. We’re communicators; the foundation stays the same. Paul Rand wrote, “the fundamental problem of the advertiser and publisher is to get the message into the reader’s mind.” As Marshall McLuhan said, the medium is the message. And that medium, which used to live on a wall, now lives on a screen.
It’s 2018. Things gotta move.
It’s pretty much assumed with every client we work with now that they’d like something interactive for people to engage with. To get a new client to sign on the dotted line, more and more they want to see that design move. And they’re right to do so: one third of the total internet population is on Youtube. Half a billion people watch video content on Facebook every day.
It’s 2018. WE gotta move. So here’s five steps we took to break into animating our work and getting into video content:
1 Ease in.
New to making things move? Start simple, like with the quick and dirty animated gifs you see in this post. It’s a dimension beyond static images, and will get your brain used to constructing moving compositions, but they’re quick and easy to create.
When you’re a small outfit, you need to be able to balloon up to ten times your size at a moment’s notice. We do this with regular video and animation collaborators, working alongside cinematography outfit Just Trek to film live-action ads, Playdead to create 3D experiences, and our friends at Tape to bring brands to life.
3 Make friends with plugins.
You can do things the hard way, or you can get a little help. There’s merit in both approaches. With making the jump from still to moving design, however, you might want to at least dabble with the latter. Enter plugins, little components you can run in programs such as After Effects to give you a little boost.
If part of your animation process seems needlessly tedious, it probably is, and someone else has probably built a plugin in response to that.
4 Get paid to learn.
If we had a cat for every time we said “we could do something like this…” to a client, but the “something” wasn’t something we’d ever done, we’d have some cats. And it’s something we did with video and animation. Never, ever overcommit and promise something you aren’t sure you can deliver. However, working a new process—an ‘I’d love to try that’—into a live job is a great way to get paid to learn.
5 Bring in young blood.
It’s no secret that younger folk tend to be naturals with emergent technology. When we found ourselves hiring O Street newcomer Jonny Mowat, we found our work started moving a bit more (he made the showreel above in about five minutes). If you’re in a position to grow your team, consider someone with less experience but more natural knack for motion.
These are fun new times—let’s move together. Hit us up about a video/motion project or ask about doing an internship with us.