ANIMATION

CASE STUDY: LOGO MOTION for ai video campaign

Brief: An Artist/Gallery Owner requested that their paintings be brought to life using AI as an experiment

Result: A campaign of 30 visuals for a large screen/billboard in the gallery that can be repurposed as advertisements for socials when combined with a logo animation

CONCEPT DEVELOPMENT

A variety of Image to Video AI models were tested in Figma Weave. Seedance was selected as the results were far greater than any other model. After seeing the results below I had an idea to generate an environment that matches the aesthetics of the painting and used the compositing tool in Figma Weave to place the painting in the environment, before generating another video which pans into the painting. Along with an AI generated voice narrating a tagline I wrote.

Raw AI Output

Composited into an environment image then regenerated with Seedance

While the results were interesting I realised it could be significantly improved by building a 3D environment in Unreal Engine then using a media texture on a plane to play the painting video. Enabling control of the lighting and camera movement.

This was followed by an idea for some logo animation which was created in Adobe After Effects by masking and animating the mask’s path so it reveals the logo in sync with a paint swipe stock video. Paint swipe sounds were added for effect. I then wrote the final copy and sourced a human to do the voice over, turning it into a polished advertisement ideal for socials. Seedance unexpectedly generated the bird and water sounds and they were left in because it fit well.

Deliverables

A few of the AI paintings in 3D environments were created and posted on Instagram and Facebook. As were some 9:16 AI videos of their portrait/vertical paintings, with just the logo swipe animation and some music. These were provided without sound so we could pair them with any desired music in Instagram’s editor, which was automatically shared to FB when posted.

The 9:16 AI videos with logo animations performed significantly better than the 3D environment videos. This led to the client ordering 30 paintings to be animated in this style for a large screen in their gallery that they place by their window to draw in customers. The logo motion was placed on the end of individual videos that were posted to socials as product ads. A few of my favourites are below.