Why is video so important?

Increased customer conversions, a better click through rate & higher engagement are just 3 of the reasons why video content is so important.

Every brand should be using video marketing and ideally with a robust strategy behind it. The decisions are then about the content and type of video.

Below we have tried to debunk some of the myths and explain the benefits and weaknesses of Live Action vs Animation as well as the process.

Don’t forget, you can always combine the 2 to great effect.

If you are interested in commissioning your own video, please get in touch – hello@47ink.com or 0208 088 0047

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The Pros & Cons

Live Action

  • More humanising

  • More tangible

  • Usually faster

  • More limiting in scope

  • More expensive

  • Harder to alter after filming


  • Simplifying

  • Stylised

  • Anything is possible

  • Cheaper

  • Easier to alter throughout

  • Usually slower

The Process


This is where the project begins. All we need to start is an idea, a concept, a brief or even just a problem that needs solving.

We brainstorm collaboratively to come up with a comprehensive brief and moodboard from which to base the project upon.

If the client is supplying any assets (scripts, voiceovers, audio, moodboards, etc) we would need to have these at this stage.

If the budget is really tight then we might streamline this phase to a phone/Skype call.


The story is King!  By now we should have the script or voiceover ready, we then sketch out the key scenes in the video and make sure that any voiceover or script works with the visual direction of the video.

The result is not too dissimilar to a pencil sketched comic strip. The client will be able to feedback at this stage – the number of revisions is reliant on budget and will be pre-agreed before the project starts.

Design / Pre-Production

We now have a comprehensive brief, a moodboard & a storyboard. In live-action, we would source and organise all the various moving parts for the shoot. e.g. actors, locations, equipment, crew, etc.

We create an accurate schedule and an updated budget if the scope of the project has changed.

In animation, this is where we design all the elements, models, characters, colour palettes and style frames. In animation, the budgets will not change as often or as much as in live-action because there are less external components.


An animatic is a rough cut of the video. In animation, it will have a rough idea of timings and cuts but will not have all the individual animations and will also not have the final look & feel.

Note that this will not include any artistry when it comes to animation. E.g. a character might slide into a room rather than walk properly. The goal of this stage is to get a really good idea of timing and flow.

In live-action, this phase is about adding all the frames to the storyboard in detail. This includes art direction, lighting concepts & a detailed script.


Production is where the majority of our work is done. In animation, this is animating, rendering, colour correcting, motion graphics, matching to audio, etc.

In live action, this is the filming of all the pre-planned shots as well as all the post production work.

The client will be able to feedback at this stage as well. The number of revisions will again be dependent on budget and be pre-agreed.

Final Delivery

Once everything is signed off and final payments are made, the videos will be delivered in all the pre-agreed formats.

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