If you’re looking for an animated explainer video or corporate animation you’re probably looking at a lot of animation studio portfolios. Reviewing these collections of past work is the best way to choose an animation studio that is the right fit for your project. The problem is, there are hundreds of studios to choose from. How do you know what to look for?
Will Gadea, our CEO, had this to say about finding the right animation company:
“When you are assessing the quality of animation providers, trust your instincts. Just as how a person untrained in music can recognize a good song, you are most likely a trustworthy arbiter of the quality of a video.”
But if you’re not an animation expert, separating the great from the good can be a daunting task. Luckily, our free animation portfolio assessment tool helps you rank the 6 factors that matter most when choosing an animation studio.
Just click the link above to see a Google Sheets version of this handy spreadsheet. Then select “file” and download or copy to get an editable version. The sheet will help you gauge and more importantly track essential details for each portfolio you see in your search.
6 Factors for Assessing an Animation Studio Portfolio
Our animation studio portfolio assessment tool gives you six key factors to consider when reviewing an animation studio portfolio. Each one is weighed by importance to help you compare multiple studios. All you have to do is watch videos and rank each factor on a one-to-ten scale. Here’s a closer look at each factor to make sure you’re catching all the important details.
Factor #1: The Script
The single most important element in a great animated explainer video is the script. Your script should leave viewers with a clear idea of your product and brand. The most memorable way to convey that information is through story. A compelling story makes an impression that lasts.
When reviewing any video in an animation studio portfolio, ask yourself whether the script explains the product or service while entertaining viewers. Does the narrative flow, or does it feel contrived? Are viewers likely to invest time and emotions into this story?
The script in this video we made for CBC Credit Union relies on a family dynamic and a familiar situation. Once the viewer is emotionally hooked, it clearly explains CBC’s key value proposition, benefits, and features.
Remember, the script is the foundation of your animated video. You want an animation studio that gets this part right so you have something to build on.
Factor #2: Design
Aesthetics matter. People click on videos that look interesting. Engaging design makes it far more likely that people will stick around until the end to catch your compelling CTA.
When you browse through an animation portfolio, examine the characters, the scenes, and the settings. Look for personality, uniqueness, and whether the style fits your brand message.
Executive producer at Outpost Worldwide, Michael Wunsch says:
Style, flavor and creative approach play a huge role in the messaging of your video. Choose a company in which your creative tastes match with theirs, but don’t let creativity override clarity of message.
In the video below that we made for Sightpath Medical LASIK everything from color palette to character design works together to create a distinctive and engaging style.
Don’t confuse complexity with good design and be wary of trendy animation. Work that just copies a popular video or style will seem predictable and may not age well. So don’t imitate, innovate. A professional, memorable, and, above all, original design will elevate your brand and ensure your message is heard for years to come.
Factor #3: Movement & Motion
Ironically, it’s easy to overlook the actual mechanics of animation while evaluating an animation portfolio. Yet movement is an essential part of successful animation.
When you watch an explainer video, ask yourself whether the motion is fluid and true to life. Is it varied and interesting? If you’re not sure what to look for, take a quick peek at the 12 Principles of Animation. It’s a six-minute read (with GIFS to illustrate each idea).
With a clearer sense of the dynamics of animation, watch the video below. Look for smooth, flowing motion and effortless transitions. Notice how the flow of the water contributes to the overall mood, agitating or calming to match the emotional tone of each part of the story.
A rushed project may feature fewer frames per second or fewer animation layers, resulting in jerkier motion that feels inauthentic and cheap. Fluid animation is a subtle yet fundamental indicator that an animation studio knows what it’s doing.
If you’re paying for a premium explainer video, you should expect premium quality. Mastery over the mechanics of animation is one of the “little things” that separate great animation from work that’s just okay. Trust us, people will notice the difference even if they can’t explain it.
Factor #4: Voiceover
Voice talent is an integral part of any animation. Some videos call for a soothing, sonorous tone—others are better served by high-pitched excitement. Choosing the right voice for an animation delivers subtle cues to the viewer. Take this explainer video for Docker Build Cloud for example.
The narrator’s voice is modern and no-nonsense. She sounds like someone you might meet at a professional conference, sharing her insight over a coffee in the hotel lounge. The depth and warmth of her tone makes her feel trustworthy. Altogether, the voiceover complements the modern, stripped down style of the video.
This voiceover hits each line nearly perfectly. The result is an explainer video that’s convincing, compelling, and memorable. The voice and tone match the style of the video to enhance the viewer’s perception of the brand. That’s exactly the kind of voiceover you should be looking for in an animation portfolio.
Factor #5: Music & Sound Mix
Another hallmark of a great animation studio is the ability to pair the right soundtrack with the animation (and mix it properly). Although many mobile viewers are choosing to watch video without sound, the right soundtrack still brings depth and emotional resonance to your animation.
When listening to a soundtrack, ask yourself whether the audio elements work together to match the tone of the subject matter. Does the music sync seamlessly with the transitions? Are the sound effects and music distracting or enriching?
In the video above, we commissioned a custom musical score to make Indiana 811’s message as memorable as possible. You may not need a brand new commercial jingle for every video, but music does make a difference. Make sure you choose a studio that understands the impact of music and sound engineering.
Factor #6: Years of Experience
In the grand scheme of things, a studio’s length of experience is the least important element to consider. Animation is evolving at an incredible pace, and there are some great young studios working in up and coming mediums. However, experience is a sign of sustained success and time-tested professionals. It signals not just animation chops, but also the ability to keep clients happy year after year.
A quality animation studio portfolio is just part of the equation. Studios stay in business over the long haul by being easy to work with and consistently meeting client expectations. Remember, you’re not just hiring animators, you’re contracting with a business. Years of experience says a lot about their ability to deliver the product you want on time and on budget.
How To Choose An Animation Studio Portfolio
A quality animated video can catapult businesses from obscurity to phenomenal success. Those results come from choosing a studio that can understand your needs and deliver a message that matches your brand. Take the time to evaluate multiple animation studio portfolios using our downloadable portfolio assessment tool.
We hope you’ll include IdeaRocket’s animation portfolio among those that you consider. We have over a decade of experience in script writing, video design, animation and animated project coordination. Our animators work in a range of styles, pulling in music, voiceover, and design elements to match your brand and message. Contact us to get started.
