As agencies move toward digital-first, animation is increasingly integral to their strategies. If an idea is visually appealing, funny, or unusually creative, it makes a message irresistibly shareable. In an editorial context animation is now regularly used to add meaning and depth to a story. So, for artists like Michael DiMilo, it is no surprise that well over half of all his projects now involve some sort of animation. We posed the following questions to Michael about his own practice and about animation in general. His thoughtful answers are below.
-Do you do your own animation, or do you work with and animation studio? If you do work with a studio, which one, and can you tell us a little bit about how it works?
I do my own animation. However, my work is often a collaborative process between the client’s creative team and myself. If the occasion calls for it, I will bring in other animators, voice talent, and music. Early in the process the client will want to see some stills of how the animation will look and see a simple boardomatic to visualize pacing. An initial motion sample gives the client a feel for the finished animation.
-What is it like animating the work of other artists at Salzman?
It is such a pleasure to work with these talented artists. At Salzman International, I have animated the illustrations of artists like Davide Bonazzi and Federico Gastaldi. Their work is in high demand, and creative directors want to see their art in motion. I work closely with these artists to make their storyboards come to life. Their visual style and working methods adapt well to animation.
-When you work on short animations and GIFs can you describe your thought process? How do you decide what you are going to animate? Do you get direction from an art director when working for a client in this capacity? Or do they leave it up to you?
As an animator, I tend to see illustrations as moving pictures. I try to keep the context in mind when considering movement. For an animated editorial illustration, subtle motion is especially effective. In these cases I look to ways to create a simple loop. A good GIF can take on an hypnotic rhythm. Art directors will often ask for suggestions for action and movement. Some art directors have fully realized storyboards. If I’m collaborating with an illustrator, the illustrator will have ideas of how their work should move. It really depends on the team.
-How often do clients ask for a GIF once they see a finished illustration? Do you suggest it, or do they usually know that is what they want going into a project?
I have had a few clients ask for a finished illustration to be turned into an animation. This is usually if the illustration lives on social media. I have suggested it after an illustration is complete and the reaction is usually very receptive. Most of the time the clients know if they want something animated.
-What percent of your jobs are a hybrid of both, which are solely illustration, which are solely animation?
As agencies move toward digital-first, my animation work has steadily increased over the years. In this way, static illustration often serves as an extension of the existing digital or broadcast media. Currently, solely animation jobs makes up about half of my work, with 25 percent a hybrid of both and 25 percent just illustration.
-Did you teach yourself these skills?
I studied film and animation at the University of Wisconsin, Milwaukee. As the technology evolved, I continued to learn new skills. Much of what I’ve learned comes from experimentation and playing with my personal work. A bulk of the work clients approach me after being inspired by work I’ve done for fun.
-Why do you think agencies use animation in their creative?
Animation works well for describing conceptual creative. You can move quickly from one idea to the next with a fluidity that, in this medium, feels organic. Because animation isn’t literal, it allows audiences to suspend their disbelief. It projects a graphic playfulness that pops off the screen, which is conducive to social media campaigns. If an idea is visually appealing, funny, or unusually creative, it makes messages irresistibly shareable.
