Lemon Digital

An ultimate case study: How we created an animated video for the Castnow project

Creation of an animated video is by no means an easy task. To reach a high-quality result, one needs to control each stage of creative process, from scenario concept development to sound design.

Lemon Digital has been creating animated videos for several years by now. Today, we have finally decided to tell the Internet audience how we do our
job.

This article illustrates the process of creating an animated video for the Castnow project. Here, we describe each work stage in every detail, explain
why it is extremely crucial to stick to the designed plan, and present the result.

Castnow is a service that helps casting hosts find performers (actors, models, musicians and other creative talents) for their projects.

Objective

First, a studio manager asked the client several routine questions to fill in a brief. The task was to make two short colorful videos featuring well-known
scenes from popular movies. The videos should encourage the target audience—actors, directors and producers—to enter a Castnow website URL into the browser address line and learn more about the service featurs.

At this stage, an animation studio should immerse itself into the client’s professional field and learn more about the competitors to better understand the client and the purpose of the video.

Scenario

After filling in the brief, the Lemon Digital art director and scriptwriter joined the project. They developed the concepts of the future video, and selected
scenario ideas and visual styles.

Usually, we prepare 3–4 concepts to present to the client. After one of them is approved, we transform it into a full-fledged scenario. However, a scriptwriter who worked on the Castnow video failed to rein his creativity and came up with 5 concepts.

The scope of further works depends on the client’s choice and allocated budget. In our case, two concepts were selected and transformed into scenarios.

Additionally, our art director created two variants of visual representation of the future video (we call it a mood board – a set of pictures visualizing a common idea).

After mood boards and scenarios are approved, we are sure that the client understands what result he is going to get. Besides, we save ourselves a little trouble, avoiding multiple alterations.

Draft storyboard

When the scenario is finally approved, all that is left to do is create illustrations and bring them to life. But it’s not that easy though 🙂

Before drawing colored illustrations, an artist creates a draft storyboard, using a pencil or a computer program. It looks mostly like a kid drawing.

Draft storyboard represents video shots in a chronological order. It helps visualize the final product, plan out the creative process, and avoid unplanned alterations at the further work stages.

Video illustrations

After the draft storyboard had been approved, the Lemon Digital team proceeded to create the final illustrations, which then came to life a bit later. We put the created illustrations in a presentation and showed it to the client.

Animation and sound design

The approved illustrations are brought to life by an animator. At this stage, it might seem that the video is almost ready, but it’;s not yet.

More than 50% of the project success belongs to sound effects: words of the speaker, background music, sound design (sounds that reflect the picture on the screen: sounds of shots, movements of aliens, cars, etc.). Only after all work stages are completed, we can safely say that the video is ready.

Result

It took us 2.5 weeks to create two colorful 20-second promo videos keeping viewers on the edge of their seats till the end and natively promoting the Castnow services.

CastNow from Lemon Digital on Vimeo.

Bonus

We at Lemon Digital do our best to surprise the clients. As a gift for Castnow, we created a special sticker pack for the Telegram messenger. https://t.me/addstickers/Filming

Now we are

GO!Visit our new website