5 trends that will drive video forward

In 2021, the average person watches an estimated 100 minutes of video every single day — up nearly 20% from 2019. In short, video’s role in people’s worlds is ever-growing. That said, from where we’re standing, our collective experiences in creating and viewing animated video is only beginning. Regardless of technique, animation can invigorate any storyline and in our view, is vital to the future of creativity.

Animation carries power. Animation plays an important role in cultivating visually stimulating content that can bend and flex towards clients’ needs. It can inspire, educate, inform and sell through a myriad of techniques that breathe life into even the densest or seemingly pragmatic information.

That said, while we see an influx of animated creativity coming from both networks and individual artists, it still feels underleveraged on behalf of brands. Have clients become just a little too comfortable with live-action over all else?

As a creative agency and team that values courage and curiosity, we’re drawn towards the influx of innovative techniques rising in the animation industry. And it has us excited about the possibilities ahead.

Here are 5 brilliant ways animation can drive video forward:

Animation mixed with Live-Action

Mixed media hit its stride with Space Jam (a sequel we’re eagerly anticipating), and we’re all familiar with the subtle incorporation of doodles and animated writing that has made its way into some of our favorite music videos over the years (Schoolboy Q and Disclosure). Recently, however, the combo of animation and live-action seems to be taking on a new form, bigger and bolder than before, and we’re here for it. Through loud colors and quirky storylines, an animation and live-action mix breathes even more life into video, making it hard to tear your eyes away.

Progressive channeled a mix of bright colors, quirky live-action, and 2D animation to help sell the tongue-in-cheek storyline in this fun and silly short. And Crown Royal took us for a journey that’s uniquely layered through a universe of styles, making this mixed media spot as distinctive as it is creative.

Digital Surrealism

So long as the goal of video is to grab your audience’s attention and keep it, then digital surrealism is a popular trend we expect to stick around. As captivating as it is uncomfortable, sometimes the best way to create art and storytelling is through an entirely unpredictable and chaotic way. We’re seeing a lot of expansion in unusual storytelling, and the desire to be different, educational, and eye-opening in a crowded market. One thing is certain, digital surrealism is anything but predictable and often forces its viewers to think harder about the meaning behind the work.

Just when you think you’ve watched enough, this peculiar animation (made in collaboration with Mick Jagger and Dave Grohl) makes it impossible to tear your eyes away. And, through a mix of textures and movements this short GIF style animation tells a story about open-mindedness, climate change, and humanity.

Vintage, Retro, Nostalgia

Ever since Stranger Things hit our screens 6 years ago and we were instantly transported back to the 1980s, we just can’t get enough of the past; and there’s no exception when it comes to animated video. Seemingly reminding us of a simpler time, or invigorating memories of our past, nostalgia is a powerful tool when it comes to marketing. It’s a style and approach that’s holding fast, and not something we predict is going anywhere anytime soon.

Moby’s use of simple lines partnered with distinct Ren and Stimpy style drawings gave us an immediate flashback to the 1990’s nickelodeon era. Similarly, Adult Swim’s release of the 5th season of Samurai Jack built in 2D, carries us Millennials back to our childhood acting as a short-term refuge in today’s stress and strife.

Virtual Reality

To no one’s surprise, VR is maintaining its hold in the animation industry, and growing its capabilities each year. By superimposing images and graphics on a user’s surroundings, VR creates hyperrealistic and highly customizable experiences for viewers. The technology allows customers to experience products in such dynamic ways it’s quite literally redefining advertising as we know it.

This trailer for Pretty Birds uses immersive storytelling and mesmerizing graphics, with just light interaction, to transport its viewers into another world altogether.

Mixing 2D and 3D

Typically reserved for larger budgets, 2D and 3D animation combos add a dynamic approach to video that’s hard to beat. Requiring multiple techniques, it’s often a challenging and somewhat daunting task for animators, but the results are rewarding. Despite the challenges, the approach isn’t just being used by large agencies. Small agencies alike are using it to produce impressive work — a trend we predict will continue to grow in 2021 and beyond.

Stark contrast between 2D and 3D elements helps make this short film stand out amongst the masses, and adds depth to the equally complicated subject matter. This book trailer takes a simpler approach, keeping color and technique simple, but using movement and subtle elements to give texture to the story.

Some of these trends will continue to evolve and shift, growing ever more complex as our creative capabilities expand; while others will remain simple, using our skills of the past to tell the stories of the future.

Brands have the opportunity to tap into a mega moment of low-cost, highly editable libraries of animated content. With so many innovative and complex techniques at our fingertips, we’re hoping to see greater adoption of these techniques alongside an ever-growing mountain of animated content on behalf of brands crossing our screens.

@TaraCooke