In motion design, using animation and visual effects, the principles of graphic design are used in filmmaking and video production. Movies, animated texts, and animations are examples of motion design.

Previously, in an article entitled “What are the stages of successful motion design?” (First stage)” we have introduced the different stages of producing a successful motion design and explained the first stage.

After completing the first stage of the project, which includes identifying the goals, vision, audience, and framework of the project in the form of a questionnaire, and then holding meetings with the client (project client) and training them, it is time to enter the second stage of the definition/pre-production project.

The definition phase in a motion design project includes the presentation of the work brief. The pre-production phase is to provide a schedule as well as provide details and steps of the entire project in the form of a checklist. In the following, we will introduce these two sections in the second stage.

The second step in motion design

As mentioned, the second stage has two parts: definition and pre-production. We explain these parts in order. The definition is done in a text called a project brief or explanation. Maybe you have heard the term product brief. Although these two types of briefs are used in two different areas, they have the same purpose and function and are very similar.

1. Definition: Creative Brief

When the stages of discovery and research (in the first stage) are finished, the obtained information should be collected in a brief. This brief serves as a strategic road map. It is the first document for which a signature is obtained from the motion designer. And it shows that the motion design team knows its duties and obligations and will not leave the work halfway.

Having a brief helps the team to stay on track to achieve the goal and it also makes the design team work creatively. Typically, not everyone on the team participates in primary research; therefore, the memorandum provides them with what they need to know in a compact format. The creative brief is what should be expressed (defined) in the project. Whereas, the creative concept is the way of its expression.

The following items are usually specified and written in the creative memorandum:

Project name:

Delivery Date:

  • Background (business and project background)
  • Overview
  • Perjuh’s goals
  • Project Audience
  • Project message (what message should motion design convey to the audience?)
  • Visual style and tone
  • Call to action (what does the project want to invite the audience to do?)
  • the budget

After presenting the brief from the design team and getting feedback and approval from the client, we will go to the project schedule, which is the next step in the pre-production of the project.

Creative thinking helps the design team in different phases of motion design and interaction with the client.

2. Pre-production: Scheduling and providing project details

To schedule projects, the design team plans backward from the delivery date (meaning that as the first step of this phase, the project delivery time is determined. After that, the last activity is scheduled, and so the tasks of the previous ones are planned to reach the present time).

Typically, it takes four to six weeks to produce a 1:30 to 2:00-minute motion video. This time depends a lot on who will be responsible for writing the screenplay (script or scenario). If the client provides an approved and final script, the timeline can be shortened to four weeks.

If the design team is responsible for writing the script, or if the design team wants to make changes to it in the middle, it will certainly take more time. It is appropriate for the team to be as flexible as possible in interacting with the customer and increase the production speed if they have sufficient capacity.

The principle of simplicity

In the process of producing creative works, one suggestion is to avoid laws and frameworks; Except for one which is simplicity. For example, let’s use Google Calendar for scheduling with color-coded entries. Green is production time, red is presentation time from the motion design team, and blue is customer responsibility.

Usually, review and feedback cycles increase the production schedule. If we want to move the delivery date closer, we need feedback on the same day. This may take a week or even more off the entire timeline. Of course, keep in mind that same-day feedback is only possible if there is only one decision-maker and he knows exactly what he wants. Getting feedback and the Triple-C approval process is crucial.

After receiving the approval, the work can proceed. This process is intended to satisfy the customer as much as possible and also not to waste his budget. If a significant structural change is made in a part of the video in the final draft, a change order (written work change order to the motion design team taking into account the items contained in the contract) needs to be issued, the budget reviewed and the schedule revised.

Artificial intelligence in the field of design helps design teams in different stages of work.

The approval of the planning done by the client (in the form of a project management checklist) means the approval of the pre-production stage and preparation for entering the third stage of the project (ideation), which we will discuss in the next articles.

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