Measuring up for our latest animation


(back in the day) When we made TV and radio ads, as a rule, the duration was dictated by the media spend: 30 seconds – well 29, with a few frames fore and aft. And, it seemed to work.

But now, with corporate films, online video and motion graphic presentations, we get to decide the duration. Everything can be a director’s cut. We just have to be disciplined enough, as creatives and clients, to cut for the audience, rather than our auteur aspirations.

So when we were asked by Clarity Travel Management to make an animation to play at trade exhibitions and in reception areas, we had a very long (maybe too long) think about how long the film should be.

Exceptions like Good Fellas (225 min) and Rush’s 2112 (20:39 min) aside, we all agreed that there’s something kind magic about the 90-minute movie and 3 minute pop song (what Penny Lane manages to do in just 3:03 minutes is nothing short of witchcraft).

So what’s the ideal duration for a trade exhibition/reception area animation?

Obviously, they’re different environments: but not different enough to cut the cloth according to means.

No one is going to watch an animation start-to-finish at an Expo stand. But they may hang around long enough – filling their draw-string bag with freebies – for us to show them a lot of useful messages.

And staring at a short loop animation in a reception area can send you a bit loopy.

So we reckoned our animation deserved to be more than the duration of a pop song but, obviously (sweet mercy) had to be shorter than a full-length feature.

Which worked out at… 4:30 minutes.

Enough to dip in and out of, as you circle an expo stand. And fulfilling enough, as you empty your cup of Nespresso in reception.

So we did this.

Grab a coffee. And have a gander.

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