“The new areas of motion design”, Rémy Koné (Gorilla)

Impactful, fast, agile, creative, playful, reactive, dynamic: day after day, animated video shows its qualities and its usefulness for brands. Internal and external communication, training, HR, recruitment, large or small companies: motion design adapts to all professions, all sectors and all problems. An engaging, multi-channel tool that continues to evolve, under the combined effect of technological and graphic innovations on the one hand, and the underlying trends of a more engaged, more inclusive society. Not to mention the promising prospects opened up by the new areas of digital experimentation that are NFTs and the metaverse.

Innovations at the service of commitment

On a technical level, the first of the trends in motion design, in full expansion, is interactivity. Today it is widely used in the education market as it allows learners to navigate and communicate. Software innovations in the field of interactivity are going well, we are already seeing certain BtoC formats that integrate video formats here and there. And as we know, the war is relentless to create attention and commitment to the goals, whatever they are. What is better for this than interactivity, with which, for example, the customer’s choices or the call-to-action (conversion to purchase) can be nuanced. By mixing code, we sometimes get mini websites. Interactivity, which has not yet revealed all its possibilities, will become more and more important, extending to all markets and, in a sense, becoming more democratic.

In addition, in motion design we see that the boundary between 2D and 3D is becoming increasingly blurred. 3D is now colonizing 2D universes, here too thanks to software that now makes it possible to mix the two. Much to the delight of brands. Because if 2D is easier to produce and cheaper, we know that 3D makes it possible to render objects with a realism that takes up space with this “wow” and incomparable premium effect.

Finally, still in this technical and graphical register, we note the progress of motion design in terms of fluidity in the movements: the work is much more precise than before, and this is very important with regard to the transitions and the “morph “. The animation is less mechanical and more organic. In production, we deviate from standard animated Powerpoint videos to get closer to real animated films.

Eco-aesthetics, inclusion and new digital realms

In parallel with these technical advances, motion design is also evolving under the influence of new societal requirements, which directly influence brand communication. At the forefront of these concerns, the issue of sustainable development has a direct impact on our business. How to visually represent these topics? This is all the more sensitive when it comes to energy or transport companies, for example. Messages are increasingly monitored, by regulatory authorities but also by consumers themselves. Greenwashing is a constant and increasingly present risk to brands. The greatest vigilance is required with regard to these issues of sustainable development. For motion design, a tool for visualization and scripting, what we can call ‘eco-aesthetics’ has become a real challenge.

The same applies to the representation of diversity: motion design, like all means of communication, must represent and stage a society in all its diversity.

Finally, a very recent but extremely powerful movement is hitting motion designers: the emergence of all new digital territories, NFTs and metaverses. We are increasingly called upon to create these digital objects, animated or otherwise, which are then sold on NFT platforms. Brands are also increasingly calling on us to model showrooms with which they can present their products in the metaverse. Because the modeling techniques of motion design and metaverse are very similar, the edges also become more and more porous.

It will be clear: this formidable tool that is motion design has not finished perfecting and reinventing itself for practices and in digital universes in constant metamorphosis.

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