A Glimpse Into The Possibilities Of 3D Animation
May 4, 2017
4th May 2017 by CH
2D animation is a fantastically powerful tool. We can create striking infographics, character animation, explainer videos…the list goes on. However you’ll always be limited by the lack of the third dimension. At CH, we love creating 3D animations for our clients as it has a vast number of benefits, which just don’t have the same impact in 2D. One of these benefits is photorealistic environments. For example,
• Store fly-throughs: Seeing a product, as it would be in a store environment, how it reacts to different camera angles and perspectives as it would in real life, can be incredibly beneficial to a viewer.
• Set extensions: Comping objects into shots that were not there. Whether it is sign posts, cars, buildings or even a sunset. Set extensions open up thousands of possibilities to us as video makers in achieving our vision.
We recently created a spoof news broadcast for one of our clients. We relished the challenge that a news studio shoot presented. We delivered this project by creating a 3D studio environment and shooting our presenter on a green screen and dropping him into that environment. This gave us much more freedom in the edit for camera moves and choice of angles. It also greatly pleased our producers and clients by avoiding the need and costs associated with hiring a real news studio.
The end result was very well received by the client and the audience; delivering the key messages in an engaging and impactful way.
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Lots of brands are pulling video production in house. On paper, it sounds efficient but in practice? We’re seeing a different story. Here’s what often gets overlooked. You’re Hiring Individuals - Not a Creative Team Once you factor in salaries, kit, software and overheads, most businesses end up with one or two junior to mid creatives. Talented, yes. But limited in scope. An agency gives you directors, animators, writers, cinematographers, strategists… activated only when you need them. Creativity Gets Stuck In house teams work on the same brand day in, day out. Agencies work across sectors, styles and problems and that cross pollination is where the best ideas come from. Retention Gets Hard and Expensive Strong creatives crave variety and progression. Small teams can’t always offer it, and when one person leaves, the whole system wobbles. Replacing technical talent is costly and the “savings” of in housing disappear fast. Who’s Challenging the Brief? Executing a brief is one thing. Challenging it is another. You should have someone asking, “Is this the right format?” or “What if we did it differently?”. That’s where outside perspective becomes invaluable.
We're #23 in the UK Top 50 Big news from us! CH Video have climbed 7 places in the EVCOM (Event & Visual Communication Association) + Moving Image UK Top 50.
When Euronics came to us with a brief, it was a good one: take a true story about an extraordinary delivery and turn it into something worth watching. The Brief Joe, a Euronics delivery agent, had been tasked with getting a chest freezer to a customer in rural Wales. The road ran out. He carried on anyway, on foot, through fields, across rivers and over hills. The customer was delighted. The story deserved to be told. Euronics asked us to produce a short comedic video retelling that journey. The challenge was finding the right visual language to match the scale of the tale. The Concept We pitched several approaches centred on a comic-book aesthetic, bold, energetic and a little tongue-in-cheek. It felt like the right fit: a story that was equal parts heroic and absurd, told in a style that leaned into both. The concept paired real interview footage of Joe with AI-generated visuals to bring his journey to life. Where a traditional shoot would have required location days across Welsh countryside, generative AI gave us the tools to illustrate the story scene by scene. Creative Wrangling We filmed Joe against a studio blue backdrop, letting him tell the story in his own words. His delivery did a lot of the heavy lifting (puns intended!), dry, matter-of-fact and quietly brilliant. The AI-generated visuals were built around detailed multi-angle reference sheets for Joe, the Euronics van and the chest freezer.
