Throughout my career, I have seen many trends come and go in the advertising world. One aspect that has remained a constant is television advertising testing with animatics. There has been a lot of discussion lately about what is the best way to test an idea in order to get it produced into an on-air commercial.
For a variety of reasons advertising agencies are often choosing to produce a simple animatic or “boardomatic” which is a limited animated storyboard of the commercial. Before we get into the reasons first lets define a boardomatic. A boardomatic is a camera move only test commercial of the spot. It consists of camera moves, an audio track but virtually no animation. Here is a boardomatic test commercial for Cheez-It followed by the on-air spot….
The two biggest concerns from my client are time and money. By testing boardomatics, you save on both. At EdseyArt, we have storyboard artists, animators, and editors all integrated on staff. We all work together to bring your ideas to life in a seamless and painless process. Boardomatics are cheaper to produce than 3D and even many 2D animatics. At EdseyArt, we comfortably produce eight :30 second boardomatics in three days. Less money spent in testing, gives agencies more money to use for the full production. Here is another boardomatic example…
Boardomatics also give your creatives more flexibility throughout production. Advertising Producers agree that artwork that is drawn, gives more “wiggle room” when you go to shoot the commercial. A less finished test commercial allows you to continue to refine the idea throughout the creative process.
Here are the advantages of boardomatics again….
1. FASTER to produce because they are less complex and easier to revise.
2. LESS expensive because they take less time and this also allows more ideas to be tested.
3. MORE OPTIONS during final production because the “idea” is still in a looser form. Creatives with their Directors can then continue to enhance the idea.
-Tony Chidichimo has been video editor/animator at EdseyArt for 13 years. He specializes in animatics, motion graphics, long and short form videos.