Differences between Storyboarding for Entertainment vs Advertising
Storytelling is the process of visualling a time-based medium, like movies and TV shows to commercials, into panels of images meant to be “read” as sequence. It’s a quick and powerful tool that communicates to directors, animators and other creative teams, as well as external parties like studio executives if it’s an entertainment product, or clients if it’s a advertisement project.
In my past life, I’m a storyboard artist on a Emmy-nominated Children’s TV Show – Oddbods, and worked freelance as a storyboard artists for various advertising studios around the world. In this article, I will share some general tips on how to be an effective storyboard artist. Additionally, I’ll delve into my personal experience as a storyboard artist, shedding light on the diverse applications of storyboarding in the entertainment and advertising industries.
Story and Boarding: The Essence of Storyboarding
Storyboarding, as the term suggests, can be broken down into two main components: story and boarding.
The story aspect encompasses the fundamental process of fixing and refining the narrative. Before creating a storyboard, I’d logically breakdown the story, using tried-and-test frameworks like Blake Snyder’s – Save the Cat 16-beats, gaining an in-depth understanding of its plot devices, narrative arc, emotion arc, and the transformation of the characters. I act as a gatekeeper, flagging any inconsistencies or aspects that don’t resonate with me, and I’d flag them at meetings with the director or showrunner.
For example, if I read the script and I find that a character reacts in a way that’s seemingly unmotivated, I’d seek clarification from the director. “What did they hoped to achieve with that acting choice?”. It usually sheds some light on the directors intent, and I’d communicate what I find is out of place, seek alignment, and look for alternative acting choices that won’t be out-of-character. It’s for the better of the story, and ultimately it’s really for me to get my work done properly. Without a genuine belief in the story, it becomes nearly impossible to effectively translate it into a visual form.
On the other hand, boarding encompasses the technical and artistic skills required for effective visual storytelling. Contrary to popular belief, being an exceptional draftsman is not the sole prerequisite for a proficient storyboard artist; perhaps the main requirement for an illustrator.
While strong drawing skills undoubtedly enhance clarity, allows emotive expressions, and overall draftsmanship quality, a great director / story artist can convey emotions and framing even with simple stick figure drawings. However, honing drawing abilities empowers artists to push acting, expressions, and improve clarity for both internal and external teams. We can think of boarding as the grammar and vocabulary for telling a great story, just in a visual way.
Entertainment Boards: Solving Visual Challenges
My journey as a storyboard artist began in the world of children’s entertainment. I started the job cleaning up storyboard panels from senior story artists, and I did poorly in the first few weeks on the job because I was focused on drawing nicely, and didn’t spend enough researching on the lores of the show, the characters, their antics etc.
Working on a non-dialogue show like Oddbods presented a unique set of challenges. Scripts that were not inherently visual, and forces the story team to find visual solutions. One effective technique involved drawing every other panel to suggest character positions, emotional changes, and thoughts. This meticulous process often resulted in hundreds or even thousands of panels, meticulously crafted to convey the desired visual narrative.
Commercial/Advertising Boards: Simplicity with Impact
Storyboarding for commercials and advertisements demands a different approach compared to the entertainment scene. With limited time available for media buy, simplicity becomes paramount. Typically, commercial boards comprise only 12 to 24 panels, requiring concise storytelling. Despite the brevity, each panel needs to be meticulously crafted with high detail, shading, and even color to suggest values. This level of detail is necessary when presenting the boards to marketing executives and CEOs, ensuring a visually compelling pitch.
The Diverse World of Storyboarding
While the core concept of storyboarding remains consistent across industries, the execution varies significantly. My experience in both the entertainment and advertising scenes highlights the distinct challenges and requirements of each. From the extensive panel count of entertainment boards to the simplicity and impact of advertising boards, storyboard artists must adapt their skills and storytelling techniques to meet the unique demands of each project.
Storyboarding serves as a vital bridge between storytelling and visual representation, enabling creators to transform ideas into tangible visuals. By combining the mastery of story development with the artistic skills of visual composition, storyboard artists play a crucial role in shaping narratives across different industries. I hope by sharing my personal experience having drawn storyboards for the entertainment and advertising industry, and actually teaching how to storyboard at schools and aniation studios, you have a better idea on the lesser known side to storyboarding.
To explore my storyboard work, visit my storyboard portfolio.
Shaping Brands with Vision and Communication
In the dynamic world of branding, advertising, and design, creative direction plays a pivotal role in shaping the identity and success of a brand or agency. At the helm of this creative voyage stands the Creative Director, and as one myself, I understand the importance of vision and effective communication in this role. In this blog entry, I will delve into my personal philosophy of creative direction, emphasizing the significance of communication and bridging the gap between artistic vision and client expectations.
The Role of a Creative Director
In creative/ad agencies in Singapore, the Creative Director is a role with huge responsibility.
As a Creative Director, I shape the creative vision and empower the artists. I’m the driving force behind conceptualizing, strategizing, and executing creative campaigns. I possess a unique blend of artistic talent, strategic thinking, and effective leadership. I oversee a team of talented creatives, including designers, copywriters, animators, and more, guiding them towards achieving a unified vision that aligns with the brand’s objectives.
My Philosophy on Creative Direction
I firmly believe that creative direction is a collaborative process that involves working closely with fellow creatives and clients to explore the boundless potential of 3D animation and motion design in driving creative campaigns. However, I also recognize that effective communication is paramount to the success of any project. When interacting with clients, I understand that they often prioritize the business and marketing aspects over the artistic details. Therefore, I adopt a language that resonates with the clients, enabling them to comprehend the impact and value that the creative work will bring to their brand.
Bridging the Gap
One of the challenges faced by creative professionals is bridging the gap between being a craftsman and a strategic thinker. Many artists start their careers focusing solely on perfecting their craft, but as they progress, they encounter the need to understand the business objectives and communicate their artistic vision in a language that clients can comprehend. I acknowledge this struggle and believe that Creative Directors play a crucial role in bridging this gap by translating the creative vision into terms that resonate with clients and stakeholders.
My approach is to elevate the conversation surrounding the creative process, moving beyond technicalities and focusing on the broader impact and results. By highlighting the value that creative campaigns bring to a brand, I ensure that clients feel confident in their investment and understand how it aligns with their business goals. This shift in perspective fosters stronger relationships between the creative team and clients, promoting trust, collaboration, and ultimately, the success of the project.
Creative direction is a multifaceted discipline that combines artistic prowess, strategic thinking, and effective communication. As a Creative Director, I understand that while the artistry is crucial, the ability to speak the language of business and marketing is equally important. By bridging the gap between the creative and the commercial, I empower my team to bring their vision to life while ensuring clients understand the transformative power of creative campaigns. My philosophy highlights the importance of effective communication, collaboration, and elevating the conversation around creative work. With my guidance, brands and agencies can navigate the ever-evolving landscape of creativity and make a lasting impact on their audience.
Bridging the Gap between Vision and Execution
In the rapidly evolving landscape of digital art and design, CGI (Computer-Generated Imagery) art direction has emerged as a prominent and transformative discipline. With its unique characteristics and capabilities, CGI art direction sets itself apart from traditional film art direction and creative agency’s art direction. In this blog entry, we will delve into what CGI art direction entails, its distinctions from film art direction and creative agency art direction, and the significance it holds in today’s creative industry.
What is CGI Art Direction?
CGI art direction encompasses the process of directing and overseeing the creation and visual aesthetic of computer-generated imagery in various mediums, such as films, video games, virtual reality experiences, advertisements, and more. It involves collaborating with artists, animators, designers, and technical experts to bring imaginative and visually stunning worlds to life using digital tools and techniques. Animation art direction is crucial in creating captivating and visually appealing animated content. Researching visual styles is essential for providing art references and guidance to fellow designers. This article explores the significance of research in animation art direction and its role in developing compelling visual styles.
The Importance of CGI Art Direction
CGI art direction plays a pivotal role in shaping our visual experiences and pushing the boundaries of creativity. Its importance lies in the ability to transport audiences into awe-inspiring and visually immersive worlds, amplifying storytelling and emotional impact. By leveraging digital tools and techniques, CGI art direction empowers artists to express their imagination in unprecedented ways, facilitating the creation of breathtaking visuals that captivate and engage viewers.
The General Process
- Understanding the Project’s Context:
Comprehending the project’s context, including the story, target audience, and intended emotional impact, is crucial before starting visual exploration.
- Gathering Art References:
Collect a wide range of art references, such as illustrations, paintings, and photographs, to serve as inspiration. Analyze compositions, color palettes, lighting, and aesthetics to identify elements that align with the project’s vision.
- Creating Style Guides:
Develop comprehensive style guides that provide instructions for color palettes, typography, character design, and other visual elements. These guides ensure consistency throughout the project.
- Developing Styleframes and Key Visual Mock-ups:
Create styleframes and key visual mock-ups to refine the visual style. Styleframes represent key scenes, while key visual mock-ups showcase design directions for characters, environments, or props. These visuals allow for early feedback and iteration.
- Collaboration and Iteration:
Collaborate with fellow designers, animators, and stakeholders to refine the art direction. Regular feedback sessions and iterative processes help incorporate different perspectives and ideas.
Both “Razer Orochi V2” and “A True Storey – A Creative Manifesto” exemplify the role of CGI art direction in bringing imaginative and visually stunning experiences to life.
In the case of the “Razer Orochi V2” project, CGI art direction was essential in crafting a bold Japanese visual identity for the product’s key visuals. Through the use of CGI techniques, the art direction team at Masonry Studios was able to transcend cultural and scale limitations. By presenting rendered and painted styleframes as part of the proposal, they effectively communicated their artistic vision to stakeholders and facilitated constructive discussions. This demonstrated how CGI art direction can bridge the gap between different ideas and styles, ensuring that the final visual representation resonates with the intended audience.
On the other hand, “A True Storey – A Creative Manifesto” showcased the versatility of CGI art direction by incorporating claymation as a storytelling technique. Despite the time-consuming nature of claymation, the decision to embrace this traditional technique was a deliberate choice to highlight the humanistic and handmade aspects of the creative process at Masonry Studios. Through tests and careful attention to detail, the art direction team successfully captured the tactile qualities of the clay figures, evoking authenticity and fostering a deeper connection with the audience. This demonstrated how CGI art direction can encompass a range of techniques and styles, including the integration of traditional methods, to enhance storytelling and create impactful visual experiences.
Both projects underscore the importance of CGI art direction in transforming ideas into compelling digital experiences. Whether it is through bridging the gap between stakeholders’ visions or incorporating traditional techniques to evoke a specific emotional response, CGI art direction plays a crucial role in shaping the visual aesthetic and narrative impact of projects. It enables artists and creative teams to push the boundaries of imagination, transcend limitations, and create captivating visual worlds that engage and inspire audiences.
Furthermore, CGI art direction enables filmmakers, game developers, and other creatives to explore uncharted territories, transcend realism, and bring abstract concepts to life. It serves as a catalyst for innovation, continually challenging artists to develop new techniques, master emerging technologies, and redefine what is visually possible.
In the realm of contemporary digital art and design, CGI art direction stands as a distinct and vital discipline. Its divergence from film art direction and creative agency art direction allows for unparalleled creative expression and the creation of visually stunning and immersive experiences. As technology continues to advance, CGI art direction will undoubtedly shape the future of visual storytelling, enabling artists to push the boundaries of imagination and craft digital worlds that captivate and inspire audiences worldwide.
Using Houdini’s FLIP solver to model the Rayleigh–Taylor instability (after Lord Rayleigh and G. I. Taylor). It is an instability of an interface between two fluids of different densities which occurs when the lighter fluid is pushing the heavier fluid.