The Role of Animation in Advertising Video Production

Animation design is constantly evolving, influenced by a wide range of factors, from changing mainstream trends to the rapid development of artificial intelligence.

Today, the use of animation in advertising is no longer something that surprises audiences.

However, this was not always the case. There was a time when animation in advertising was a new and unexplored medium, attracting attention precisely because of its novelty and uniqueness.

Animation has become one of the most effective ways to capture attention and engage potential customers. When traditional video production cannot fully demonstrate the advantages of a product or service, animators and motion designers can bring concepts to life in ways that would otherwise be impossible.

An animated commercial is a video created to present a product, service, or organization in a visually engaging and memorable way.

Computer animation has become a powerful marketing tool capable of showcasing products in ways that were once unimaginable. It allows creators to bring almost any idea to the screen, from realistic visualizations to entirely fantastical concepts.

Modern computer graphics technologies make it possible to utilize both 2D and 3D animation to create more dynamic and visually compelling advertising content.

Commercials created with animation are often more memorable due to their vivid imagery and clear storytelling.

Animated characters tend to generate stronger positive emotional responses than the typical actors used in traditional video advertising. Even a simple mascot explaining how to use a website or online platform is often far more engaging than a static image accompanied by text.

Animated advertising can generally be divided into three main categories:

### 2D Animation

Two-dimensional animation, or 2D animation (Fig. 1), is one of the most common and accessible forms of animation. Traditional 2D animation consists of a sequence of drawings photographed individually and then played back in succession to create the illusion of movement.

Computer-based 2D animation offers a more efficient way to animate objects using specialized software. This approach has become extremely popular among animators because of its relatively fast production process and lower technical requirements.

Objects in 2D animation are typically flat, with limited depth and simplified shading. Such animation is easier to manage and allows for greater creative freedom. Two-dimensional characters can easily achieve exaggerated movements, unusual walks, and expressive facial expressions that would be difficult to recreate in real life.

Fig. 1 – 2D Animation

3D animation

### 3D Animation

Three-dimensional animation (Fig. 2) is a type of animation created using specialized 3D software. It is the newest, most promising, and fastest-growing form of animation, offering enormous creative potential while also being one of the most complex and expensive production methods.

The creation of 3D animation is a highly technical and time-consuming process. It begins with building geometric models for every object in the scene. Artists then set up lighting, cameras, materials, and textures to achieve the desired visual appearance.

Once the assets are prepared, animators define the movement and behavior of characters and objects. In 3D animation, motion is calculated mathematically, allowing creators to simulate realistic physics, natural movement, and complex interactions within a digital environment.

This type of animation is widely used for creating dynamic logos, commercial videos, product visualizations, motion graphics, promotional content, and animated elements for print and presentation materials. Its ability to combine realism with unlimited creative possibilities makes 3D animation one of the most powerful tools in modern advertising.

Fig. 2 – 3D Animation

Combined Animation

Combined animation (Fig. 3) is a technique that integrates both 2D and 3D animation within the same project. In this format, 2D characters can seamlessly interact with 3D objects as well as with real people captured in live-action footage.

This approach allows creators to combine the expressive style of traditional animation with the depth and realism of three-dimensional environments. As a result, advertisers can produce visually engaging content that captures attention and delivers complex messages in an accessible way.

There are several technologies used to combine animation with live-action video. These techniques make it possible to place animated characters into real-world environments, integrate digital objects into filmed scenes, and create seamless interactions between virtual and physical elements.

Today, combined animation is widely used in commercials, product presentations, explainer videos, and branded content, offering creative flexibility and unique visual storytelling opportunities.

Fig. 3 – Combined Animation

Greenscreen

Chroma Key Technology

The first method (Fig. 4) is known as chroma key, often referred to as a green screen or blue screen technique. This process involves combining two or more images or video layers into a single composition.

During production, actors are filmed in front of a green or blue background. In post-production, this background is digitally removed using video editing or visual effects software and replaced with the desired imagery or environment.

Once the background has been keyed out, it can be substituted with 3D models, animated scenes, virtual environments, or other visual elements. This technology allows filmmakers and advertisers to place actors in locations and situations that would otherwise be difficult, expensive, or impossible to create in reality.

Chroma key is widely used in advertising, film production, television, and digital content creation, providing virtually unlimited creative possibilities for visual storytelling.

Figure 4. Chroma Key Technology

Motion Capture Animation

The second method (Fig. 5) involves the use of specialized motion capture sensors that record the movements of a live actor. This technology analyzes the actor’s performance and transfers the captured data into animation software, where it is applied to the digital skeleton, or "rig," of a 3D character.

One of the main advantages of motion capture is its ability to create realistic movement while combining elements that would otherwise be impossible to bring together in the real world.

Motion capture technology is widely used in advertising, film production, video games, and virtual experiences. It allows brands to create lifelike animated characters that move naturally and interact convincingly with both digital and real-world environments.

Animated advertising is often used alongside traditional marketing campaigns to attract new audiences and increase engagement. People are naturally inclined to share entertaining animated content with friends, save it for later, or interact with it on social media. As a result, animation enables brands to showcase creativity, personality, and a sense of humor, helping to build stronger emotional connections with potential customers and improve brand recognition.

Fig. 5 – Motion Capture Animation

### Popular Animation Software

The most widely used software for creating animated videos includes Adobe After Effects, Blender, Adobe Animate, Autodesk Maya, Cartoon Animator 4, Pivot Animator, Synfig Studio, and many others (Fig. 6).

In addition, there are various online platforms that provide ready-made animated assets and templates that can be customized to suit specific project requirements. Popular examples include Crello, Pixabay, and similar creative resources.

As a marketing tool, animated video advertising remains one of the most effective ways to influence and engage potential customers.

Modern technologies allow businesses to utilize both 2D and 3D animation, as well as hybrid approaches that combine multiple animation techniques within a single project.

One of the greatest advantages of animated video content is its creative flexibility. Animated commercials are not limited by physical constraints, allowing virtually any concept, environment, or character to be brought to life. As a result, animated advertisements are often highly memorable and visually distinctive.

Animation is also accessible to a broad audience and typically generates positive engagement rather than irritation or advertising fatigue.

Even simple animated sequences can effectively demonstrate product features, explain complex information in an easy-to-understand format, attract target audiences through entertaining storytelling, or simply enhance visual appeal and create a more enjoyable viewing experience.

Today, animated advertising is used by companies across a wide range of industries. As technology continues to advance and consumer attention becomes increasingly difficult to capture, animation is expected to play an even greater role in the future of marketing and brand communication.

If you are considering animated content for your business, the team at RentgenFILM can help develop high-quality and effective animation tailored to your brand, marketing objectives, and target audience.

Article author: Vadym Romanchuk

Fig. 6 – Popular Animation Software