The Doubletapp Experience: How we Create Animation

6 min readJun 3, 2024

In this article, motion designer Doubletapp Pavel Leonchikov will give you a behind-the-scenes look at how we create animation. We’ll discuss how a client can determine what type of animation they need, how long it takes to create, and the stages of production.

How to Choose the Type of Animation?

Let’s start with the different types. We create commercials, explainers, and video banners. The main difference between these types is their informativeness: one may showcase the product in detail, while another helps to attract attention overall. Explainers, for example, are useful when you need to delve deeper and explain a topic — such as introducing a new product: who it’s for, its benefits, and how to use it. Therefore, the main question that starts the work on animation is its initial goal, i.e., what the client wants to achieve with the video.

A separate direction at Doubletapp is motion for the IT industry. This includes animations for websites, animations of the website itself, app presentations, and product presentations in general.

Once the direction is determined, we move on to the techniques. Any video can be made in 2D, 3D, or frame-by-frame animation. It’s important to note that 2D animation is not synonymous with “simple animation”: technically, it can be more complex than 3D.

How Long Does It Take to Create Animation?

In short, the time required ranges from a few hours to several months. The necessary time directly depends on the style, level of detail, and duration of the animation. For example, a simple animated banner for a website was made in three days, considering we created it from scratch. A one-minute explainer video took a week.

A showreel featuring Doubletapp’s most striking projects took six months to complete — partly because we worked on it in our free time. For a client, such a video would be made in 1.5 to 2 months. This project used every technique we’ve ever applied, achieving very smooth transitions. Creating this cohesion took the most time.

How Is Animation Created?

There are eight stages in animation production. Here’s a brief overview of each stage.

Brainstorming and Scriptwriting
Typically, a client comes to us with a ready brief. After discussing it, we start working on the script, which is the foundation of the animated video. Regardless of the video’s purpose, whether it’s for entertainment or marketing, the script plays a key role in conveying the intended message through the visuals.

The goal of the animation is not just to attract attention but to solve a business problem (remember the initial question — what the client wants to achieve with the video). Therefore, its creation is more of a technical than a creative process. We use tools based on how people perceive information. Artistic design is important, but we focus primarily on conveying information effectively, guiding the viewer’s attention, and ensuring they understand the connections.

Creating animation typically involves several people: a motion designer, an illustrator, an art director, and in some cases, a UX/UI designer (responsible for a clear and user-friendly interface).

Once the script is ready, the creative team (motion designer, illustrator, and art director) begins planning the project’s style and selecting creative solutions.

Voiceover
If the video includes voiceover and/or dialogues, the approved script is sent for recording. This stage is crucial as it significantly impacts the final product. Having the voiceover early allows us to estimate the video’s length and rhythm. Alternatively, the voiceover can be done after the animation is complete, based on its duration.

Storyboarding
The next step is creating storyboards based on the script. These help visualize the overall structure and narrative sequence of the animation. This stage forms the framework of the final product, onto which everything else will be added.

Illustration Sketches
The main goal here is to visualize the key ideas of the script as sketches. This ensures that the client and designer are on the same page regarding the project’s stylistic choices.

Rough Animation (Animatic)
At this stage, the sketches created during storyboarding are compiled into a video with the voiceover, if included in the technical specification. This allows for a preliminary look at the element movements, transitions, timings, and scene pacing.

Illustrations
Once all storyboards are approved, we move on to the stage of creating final illustrations. At this stage, all previously made sketches are meticulously detailed by the illustrator.

Animation
This is the core part of the project. From the created illustrations, we develop dynamic animated scenes. Using specialized software, we bring static elements to life, giving them authentic behavior on the screen.

If the animation is extensive, such as the previously mentioned two-minute showreel, we break the project into logical scenes. This allows us to carefully plan each element. Once all scenes are animated, we compile them into a cohesive video sequence.

Sound Design
In the final stage, we select a musical track that emotionally and rhythmically fits the animated video. Sometimes this process can be challenging, as it’s not always easy to find the perfect match right away. Typically, during the initial storyboard phase, we understand the video’s dynamics and intensity, which guides our music selection. However, there are times when the chosen music doesn’t fit well with the video, and we need to try different options. Conversely, music that initially seems unsuitable can end up fitting perfectly.

In addition to music, we also add sound effects to the video. These help emphasize the animation details. High-quality and well-chosen sound accompaniment is a recipe for success for an animated product.

You can view examples of our work here.
For questions or consultations, please contact us here.

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The Doubletapp Experience: How we Create Animation

How to Choose the Type of Animation?

How Long Does It Take to Create Animation?

How Is Animation Created?

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