Animatics are crucial in creating effective advertisements. Their primary function is to visualize the final video product before actual filming and ensure everyone is on the same page.
They also help marketing departments by testing concepts in focus groups before main production begins, ensuring they invest in a winning idea.
Differences Between Previsualization and an Animatic Storyboard
Both are used to refine concepts, test ideas, and make decisions about camera angles, pacing, and overall storytelling. But there are two major differences:
Format and Detail Level
Animatics are still images or previs storyboards that are edited together with sound (like voiceovers or music) to create a rough version of the final video. They are less about intricate details and more about timing and flow. They use basic animations to convey the story.
Previsualization involves complex visual representations, with dynamic elements like camera movements, character animations, and lighting to bring the story to life.
Use in Production
An animatic storyboard is used in animation and ad productions to ensure that the narrative flows correctly before moving into full filming. Since it is a simplified version of a commercial, film, or music video, it enables flexible and quick management of the script and visual decisions.
Previsualization is the go-to tool for films or high-end commercials where complex scenes need to be mapped out in advance, especially for action sequences or special effects.
Types of Animatics
Previsualization companies distinguish three main types of animatics:
Black and White Boardomatic. The simplest and most budget-friendly option, consisting of static frames that a previsualization artist draws by hand or in an animatic maker, sequenced with text and sound. Boardomatics are ideal for showing the video structure.
However, they are not typically used for testing due to their raw presentation. Instead, they help creative crews and previs companies in discussing concepts with clients and understanding timings.
Color Animatics. These are created with beautiful illustrations, making the presentation more lively and closer to the final ad version.
Animatic studios breathe life into the illustrations to clarify actions while keeping production costs low. Color animatics are perfect for testing campaigns where conveying an emotional message is crucial.
3D Animatics. The most detailed type, incorporating three-dimensional models, animation, pre-lighting, character actions, and environmental effects.
They are used for complex commercials with significant visual effects or motion. Creating a 3D animatic for testing is similar to producing a small commercial.
Why Are Animatics Important for Ad Testing?
Ad testing is essential for brands to minimize risk and improve campaign performance measurement.
Imagine a brand launching an ad campaign with a production budget of $90,000 and a promotion budget ranging from $50,000 to $1,000,000. The risk of creating a commercial that fails to resonate with the target audience is high. Low sales and unmet KPIs—who would want that?
Animatics offer a cost-effective way to test concepts and assess campaign effectiveness. They help:
1. Evaluate how well viewers understand the ad’s idea and plot.
2. Assess the emotional response of the audience.
3. Identify areas for improvement in the concept.
Case Study
VILKA agency’s previsualization artists developed creative concepts for Saforelle intimate hygiene products. Using a previs storyboard and animatics, we tested two versions of the commercial with focus groups and identified a preferred concept.
Feedback suggested simplifying the voiceover with more straightforward phrases. After testing, our previsualization artists refined the animatics to better deliver the message.
This is a technical director’s 3D previs, needed to understand the actions of the actress in the shot. The director used it to set tasks for the cameraman and production designers, as well as to present the concept before the client.
Cost Comparison
Animatics are significantly more cost-effective than full video production if you order them from specialized previsualization companies.
Various animatic studios set different prices for animatics development. For instance, at Vilka, a 30-second clip using an animatic maker will cost you around:
$1,500 for a minimalist black-and-white boardomatic,
$2,000 for color animatics with high-quality illustrations,
$5,000 for 3D animatics with detailed visuals.
A full-fledged production of an ad, animation series, or music video can be much more costly. Seeing it fail to inspire the target audience may cause a rift between the creative and/or marketing team and the client. Best to steer clear of that, right?
A coherent storyboard and animatics are indispensable for reducing advertising risks and optimizing commercials because of real audience feedback. Using a storyboard and animatics designed by professional previs companies makes this process simple, fast, and effective.
If you’re interested in creating an animatic for a music video, ad, or film, fill out the form below, and we’ll assign a dedicated previsualization artist for your project. Get an animatic storyboard to produce a video with whopping audience engagement and outreach!
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