Some campaigns need the product in close detail. Others need a message to land clearly: a launch announcement, a brand story or a service that takes too long to explain in a static image.
In an animated campaign, the order matters as much as the design. A headline needs time to be read. A transition should help the eye follow the story. Colour and movement can bring a campaign together across a few seconds of film.
These MADCGI projects show different uses of motion, from an animated map to trading graphics and a simple character gesture. The Sogeti clip is a related example of 3D character animation, which has a different role from text and graphic design.
What are motion graphics in advertising?
Motion graphics bring text, shapes and other design elements to life through animation. In advertising, they help explain an offer, introduce a product or express a brand’s personality. They can combine 2D and 3D elements.
1. One by One: turn a route into a visual story
The journey gives One by One a natural story to follow. The pink palette connects each setting, and changes in scale draw the viewer from the globe into the map. The transitions do much of the storytelling, carrying the eye towards the final campaign message. Keeping the route and city names easy to read gives the film a clear direction, even as the visuals become more expressive.
2. ICTC: make the information part of the design
Trading graphics contain a lot of information. For ICTC, colour and timing help make it manageable. Bright green and pink accents pick out the charts and labels against the dark background, giving each new detail a place in the sequence. The pace brings energy to the film; the spacing gives people a chance to read. Both matter when animating technical information.
3. Sogeti: give a character a simple, clear gesture
A wave is a small gesture, but its timing says a lot about a character. In Sogeti’s animation, the posture, soft fur and relaxed movement give the greeting warmth. The simple blue setting keeps your attention there. Character work asks for care at this scale: a hand that lifts too quickly can feel abrupt, and a gesture held too long can feel stiff. A convincing greeting comes from getting those details to feel natural.
Which approach suits your campaign?
For a short offer or announcement, animated type and a clear graphic hierarchy may be enough. Give the viewer time to read the message before moving on.
If your message involves locations or a journey, an animated map can give the sequence a clear direction. One by One shows how a route, city labels and a final message can sit within the same visual style.
If your campaign includes charts or technical information, plan how viewers will move from one detail to the next. ICTC offers a reference for bringing labels and charts into a consistent graphic style.
If a brand character needs to greet the audience, start with one recognisable gesture. The Sogeti clip shows how a simple wave can work with very little else in the frame.
Can an animated ad work without sound?
Yes. An ad can communicate through readable text, clear visual order and deliberate pacing. Check the edit with the sound off: the viewer should still understand the essential message. Music and sound effects can then add rhythm and emphasis.
What should you send a CGI studio?
Send the message, the audience and the places the work will appear, along with your brand guidelines and available artwork. Include any required wording, language versions and delivery dates.
A reference becomes much more useful when you explain why you chose it. You might like the quiet pacing of one film and the illustrated style of another. That gives the studio something specific to respond to.
Let’s put your next campaign in motion
Explore our 2D animation and motion graphics design services, or tell us about your campaign. We can help shape the idea and create the assets it needs, from a single social ad to a complete set of campaign animations.