October 11, 2023
The Brand Spaceship Show

Sometimes the Hard Stuff Is the Boring Stuff

When it comes to video production and working with top-tier brands, things can get quite intricate. Our recent collaboration with Intuit, a giant in the software industry, sheds light on the complexities involved in content production, particularly animation.

The Challenge with Intuit

Our mandate with Intuit wasn't the typical video project. While most would assume the grandeur lies in creating eye-catching visuals or storylines, sometimes the real challenge is nailing down the basics. As the old saying goes, "Sometimes the hardest stuff is the boring stuff."

For this project, we were tasked with creating UI animations – seemingly simple screen recordings that replicated the software's look and feel. However, with multiple departments chiming in and constant updates from various teams, it was anything but straightforward. The pressure to maintain authenticity, down to the correct font weight and pixel placement, made this one of the most challenging animation tasks we've undertaken.

The Role of AI in Video Production

The emerging role of AI in content production was evident in this project. Tools like Intuit Assist, which utilizes generative AI to create email layouts, show the promise of technology in streamlining tasks. However, for production companies, it's crucial to balance technological advancements with the human touch, ensuring that the end product resonates with the target audience.

Efficient Workflow in Animation Projects

One of the significant learnings from our collaboration with Intuit was the importance of an efficient workflow. Before diving into animation, establishing the content's pacing and sequencing can save countless hours down the road. This approach, known as creating an "animatic", ensures that all stakeholders are aligned before the animation begins.

However, like many things in the world of video production, it's easier said than done. With tight deadlines and high expectations, there's often a rush to get into the animation phase. But as our experience with Intuit showed, prioritizing efficiency and planning can lead to a smoother production process and a better end product.

The Many Hats in a Production Company

From content producers to animators, designers to client-facing representatives, multiple roles come into play in animation projects. It's essential to have a core team that understands the project's intricacies, especially when scaling up or down based on the project's demands.

Lessons for Brands

For brands venturing into video or animation projects, it's crucial to:

  1. Open lines of communication with your production partner. Seek their advice on potential pitfalls and the most efficient way to achieve your goals.
  2. Prioritize planning. Understand that investing time upfront in planning can save countless hours and resources down the line.
  3. Learn from past projects. Whether successes or failures, every project offers lessons that can be applied to future endeavors.

In conclusion, while AI and technology continue to reshape the landscape of video production, the human touch, planning, and efficient workflows remain paramount. For brands and production companies alike, understanding these nuances can make the difference between a good project and a great one.

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