What is an Animatic in Advertising?

If you’re planning a commercial or brand video, you’ve likely come across the term “animatic.” But what exactly is an animatic in advertising—and why does it matter to marketers?

An animatic is a short, rough version of your final video or commercial. It uses animated storyboards, temporary voiceovers, and basic sound effects to help you see how the final project might look and feel—before you invest in costly production. By visualising timing, pacing, and transitions early on, animatics prevent expensive last-minute changes, keeping your campaign on time and on budget.

Why Animatics Matter for Marketers

1. Ensure Visual Flow

Quickly preview how each shot transitions to the next and confirm the pacing aligns with your brand message. This early look helps you fine-tune scene order and brand storytelling.

2. Perfect Timing & Pacing

A commercial that feels rushed or drags at points can lose your audience’s interest. Animatics let you spot pacing issues—like an overly long product shot or a hurried tagline—before shooting.

3. Integrate Audio Early

Adding temporary voiceovers, sound effects, and placeholder music provides a realistic sense of your final ad’s mood. You can test different voiceover styles and lengths to find the perfect fit.

4. Gather Feedback & Refine

With animatics, stakeholders can see a near-complete concept and offer feedback early in the process—reducing the risk of costly revisions during filming or post-production.

5. Streamline Approvals & Compliance

If you’re creating a commercial for TV or online platforms, you often need approval from regulators like ClearAds. Animatics help you address compliance issues upfront, saving you from delays.

6. Control Your Costs

If you’ve already invested in professional storyboards, animating them is a relatively small additional expense. Avoiding reshoots or post-production overhauls can save significant budget.

Real-Life Example: Nimble’s “Finance Faster” Campaign

Animatic Version
Click to watch the animatic for Nimble’s ‘Finance Faster’ campaign.

Final Commercial
Compare the animatic to the final commercial.

Notice how the animatic directly influenced the final cut: timing, shot composition, even voiceover intonation were refined before production began.

How Animatics Fit into Your Production Workflow

Storyboard Approval: Once you finalise your storyboard, it’s time to convert it into an animatic.
Animatic Creation: We animate the storyboard frames and add temporary voiceovers or sound effects.
Feedback Round: Using our video feedback software, clients and stakeholders review the animatic for flow, pacing, and clarity.
Production & Post-Production: After approval, we proceed with filming and final edits, confident that the concept is solid.

The Business Case: Save Time, Money, and Stress

Advertising animatics aren’t just about visualising your concept; they’re about protecting your marketing investment. By confirming creative decisions early, you minimise the risk of re-shoots or misaligned messaging. You also gain a powerful preview tool that you can share with partners, executives, or media buyers—ensuring everyone is on the same page from the start.

Pro Tip: If you’re using AI-assisted tools, animatics become even more cost-effective. AI-generated voiceovers help approximate final timings without hiring voice talent for a rough cut.

Ready to Improve Your Next Video with an Animatic?

Don’t settle for static storyboards when you can see your ad in motion—and catch issues before they become costly mistakes. Whether you’re launching a new brand commercial or refreshing an existing campaign, animatics are a game-changer for efficient, effective video marketing.

Let’s talk about how animatics can elevate your next campaign. Contact us today to learn more or schedule a consultation.

Key Takeaways

ROI for Marketers: Big potential cost savings and smoother workflow by addressing feedback early.
What Is an Animatic? A dynamic preview of your commercial using animated storyboards, voiceovers, and sound.
Why It Matters: It prevents expensive production errors, speeds up approvals, and ensures everyone is aligned on the final vision.
When to Use It: After approving storyboards and before costly production starts.

Ready to get started?

If you’re ready to discuss your next video project, reach out to us at Story Machine. We’re here to help you bring your vision to life with creative, high-impact videos that resonate with your audience.

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Ezra Auperle

Ezra Auperle is an award-winning producer who has been helping clients create high-quality video content since 2012. Known for his innovative use of technology and meticulous attention to detail, Ezra ensures that every project meets Story Machine’s high standards. Whether working with growing businesses or established companies, his passion for excellence and smooth production process ensure high quality videos are delivered on time and budget.

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