DOOH animations
A large screen requires a different approach to motion
Content that works well on a phone or YouTube doesn't necessarily work in public spaces. In DOOH, the audience is often on the move, viewing from a distance, and has only a few seconds to notice and understand the message. That’s why we design DOOH animations for specific broadcast conditions. We take into account the screen format and aspect ratio, its location, viewing distance, exposure time, and surroundings. Based on this, we build the information hierarchy, pacing, and the way motion is used.
We don't just adapt video. We design for the medium.
In DOOH, every element has a purpose. The size of the product, the length of the text, the timing of the branding, and the pace of the animation all determine whether the ad will be legible in a real-world environment. Depending on the concept, we use 2D, 3D, motion design and CGI. The technique is driven by the campaign goal and the capabilities of the specific screen.
From simple messaging to spectacular 3D
Not every DOOH ad needs complex effects. Sometimes the best solution is simple motion that quickly directs attention to the product and the message. Other times, the scale and design of the screen allow for effects that cannot be achieved on any other medium. The most important thing is to use the potential of the space in a way that truly benefits the brand.
DOOH designed for real-world spaces.
Legible in seconds
The audience often sees an ad for only a brief moment. That’s why we build the hierarchy, pacing, and motion so that the core message is readable quickly, from the right distance, and without the need for sound.
Tailored to the specific screen
Aspect ratio, resolution, location, distance, and viewing context all influence the design. The animation is created with the broadcast site in mind, rather than being a haphazard adaptation of material prepared for another channel.
Scale that works for the idea
A large screen offers possibilities that a phone or laptop cannot. We can leverage its size, aspect ratio, and placement to make the product, typography, and motion capture the viewer's attention more effectively.
From simple motion to naked-eye 3D
We match the technique to the campaign goal and the medium's capabilities. Sometimes a well-designed motion graphic is enough; other times, it's worth using 3D, CGI, or naked-eye perspective. Technology should support the idea, not replace it.
A process tailored to the display location
We start every project by getting to know the medium and the campaign goal. This ensures that the concept, pacing, scale, and animation technique are designed for real-world viewing conditions, rather than being adapted to them as an afterthought.
We start with the goal, the target audience, and the placement. We analyze the format, resolution, screen location, duration, and the conditions under which the ad will be viewed.
We develop concepts and storyboards tailored to specific media. We establish the message hierarchy, pacing, use of scale, and the technique that best suits the idea.
We design and animate content in 2D, 3D, motion design, or a blend of techniques. We focus on clarity, guiding the viewer's attention, and leveraging the unique potential of each format.
We prepare the final assets in accordance with the technical specifications of the media. If a campaign uses different screens, we create the appropriate versions and adaptations while maintaining the consistency of the main creative.
When should you use DOOH?
DOOH works best when a brand wants to combine the reach of outdoor advertising with the power of moving images. Large city screens, shopping malls, train stations, airports, and other digital displays allow you to build communication that becomes part of the environment. Animation is particularly important when a product needs to be shown quickly, the message requires a clear hierarchy, or the screen and its location can become part of the creative concept itself.
Naked-eye 3D. When the screen stops being flat.
On the right displays, we can use perspective to make objects appear as if they are popping out of the screen. Such animation must be designed for a specific format, aspect ratio, and the point from which the viewer will be watching. Naked-eye 3D can create a "wow" effect, but we treat it as a tool. We use it when it serves the idea and the brand's communication, not just because the technology makes it possible.
DOOH or Digital Signage?
Both formats use digital screens, but they serve different needs. Digital Signage typically supports ongoing brand communication at points of sale, retail, or service spaces. DOOH is part of an outdoor campaign and operates on media with which the viewer has much shorter contact. That is why we design the pacing, information hierarchy, and use of motion differently for each.
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Dobry motion design zaczyna się od prostej rozmowy dwóch stron, które wiedzą, czego chcą. Daj znać, co planujesz, a sprawdzimy, jak zamienić statyczny przekaz w dynamikę, która przyciąga wzrok i zostaje w głowie odbiorcy.
