Leighton Williams, Staff Reporter
COMPUTER animation is being tipped as one of the methods that will make local advertisments more visually appealing.
However, at the end of the day, the cost and other factors will determine how much it is used, as industry experts say it will not make a bad ad look good.
Advertisements using three dimensional (3D) animation technology are relatively popular in the United States, with the method being used on a regular basis. Computer animation is bringing life to computer-generated images.
Locally, the concept has been catching on with several companies using 3D animation in their ads in the hope of luring more consumers to their products and services.
Among the ads that have 'logged on' to this technology are the Jamaica Lottery Company's 'Three Way Drop Hand' which sees a fork suddenly appear in the hand of 'Three Han Chan', which was produced in 3D.
Other recent examples are the Butterkist commercial, the 'Chillin' fruit' and Grace Kennedy's 'Readimeal' commercial.
While some persons may see it as a possible replacement for live production ads, industry players have been quick to point out that it usually will be done to complement them.
"Generally it's used as a supplementary production method to enhance existing live productions. There are a few completely 3D animated ads but they are in the minority. I don't think its a question of one replacing the other," explains Andrew Rousseau, a director at CGR communications, one of the leading advertising agencies in Jamaica.
Mr. Rousseau goes on to explain that locally 3D animation has been used mainly for logos and products as opposed to complete projects using only the technique. He noted, however, that there are a few instances where it has been used.
Until recently, most ads using 3D animation were done abroad. Now, at least one local company Liquid Light Digital offers the service.
Although 3D animation is being touted to lift local ads to the standards of their North American counterparts, such an advancement will come with a huge price tag.
At the moment, the price range for 3D animation in advertisements overseas ranges from US$200 to US$20,000 per second. Locally, the use of animation is expected to cost much less and is expected to be in the region of US$400 per second.
Adrian Lopez of Liquid Light Digital adds that there is a future for 3D animation in Jamaican advertising but said: "... as whether there's a bright future in it will depend on advertising companies and their clients."
"A lot of clients see things on TV from cable and they want to have that same look in their ads but they don't want to spend the money to do it. And that's going to be the biggest thing to get over. People don't realise that these cost money and it's not cheap because its a very labour-intensive art form."
The use of 3D technology, Mr. Lopez points out, has been gaining in popularity, especially in the U.S.
He said locally 3D animation use in ads has been slow because many advertising agencies did not know how to use it. The reason for this, he states, is that the expertise is lacking.
The animator notes that in instances production companies have come to him for 3D animation to be added to their ads, which lengthens the time it takes to complete a project.
He adds that depending on the complexity of the 3D animation to be added, an ad may take anywhere from days to weeks to be completed. He further said that adding the graphics to a live production could be a difficult process.
"It is more difficult when another ad company or production company has shot an ad and they come to us and ask us to add 3D. That is more difficult because we are not dealing with the production. We don't know what's coming before or after the 3D in the ad. It's hard to make it integrate smoothly into the overall ad, so that makes it more difficult," said Lopez.
Mr. Lopez said that in a case where his company dealt with an ad from scratch the process was a lot easier since they knew what was needed.
In all of this, the future for local expertise is said to be bright. Rousseau, for instance, points out that a Canadian company was looking to set up an operation in Jamaica at one of the island's tertiary institutions to find ways of bring out emerging talent.
He said that in the case of his agency, when it comes to using 3D animation, his company often contracted persons with the necessary skills.
While 3D animation is being touted as the visual saviour for local ads, Mr. Lopez was quick to point out that "Animation is only a tool. How well it's used is really up to the advertising agencies... people are just beginning to realise what it is possible. But at the same time they think animation is a miracle worker which it is not. Animation can't make a bad ad good. An effective ad still depends on creativity."
