Black and White Photographs set in Motion | Animatics

Here is a Promo Idea for the London 2012 Olympics using the proverb ‘Home is where the heart is.’ With stylized black & white photography of athletes performing with all the drama and emotion captured using a super slow motion animation.

Love the way the video was treated. Simple but with a lot of impact. The pictures and the copy were set in motion animation.  Also be called an animatic.

Often, an animatic or story reel is made after the soundtrack is created, but before full animation begins. An animatic typically consists of pictures of the storyboard synchronized with the soundtrack. This allows the animators and directors to work out any script and timing issues that may exist with the current storyboard. The storyboard and soundtrack are amended if necessary, and a new animatic may be created and reviewed with the director until the storyboard is perfected. Editing the film at the animatic stage prevents the animation of scenes that would be edited out of the film; as traditional animation is a very expensive and time-consuming process, creating scenes that will eventually be edited out of the completed cartoon is strictly avoided.

In the mid 1970s, these were known as videomatics and used primarily for test commercial projects.

Advertising agencies today employ the use of animatics to test their commercials before they are made into full up spots. Animatics use drawn artwork, with moving pieces (for example, an arm that reaches for a product, or a head that turns). Video storyboards are similar to animatics, but do not have moving pieces. Photomatics are another option when creating test spots, but instead of using drawn artwork, there is a shoot in which hundreds of digital photographs are taken. The large amount of images to choose from may make the process of creating a test commercial a bit easier, as opposed to creating an animatic, because changes to drawn art take time and money. Photomatics generally cost more than animatics, as they require a shoot and on-camera talent.