If you asked me, I’d have said computer animation is easier to execute than stop motion animation. You know, if you’d asked me who put the most work into their product between Pixar vs Aardman, I’d have said Aardman. But Yetunde Ogundipe makes a case for stop-motion animation, especially for brands with humble budgets. She even argues that now may be the best time to look at stop motion animation for commercials–not just because it’s cheaper but because it’s different:
Who are your current clients?
Upbeat Recreational Centre, Coca-Cola, and a couple of SMEs and individuals. I’d created some videos for Konbini for Nescafe, but nothing at the moment from that end.
Why should more Nigerian/African business choose stop motion animation for commercials?
Stop motion offers more creativity in video production. It’s an animation technique that makes objects move in small increments between photographed frames, which creates the illusion of fluidity when you stitch the frames together.
Brands are creatively using storytelling, comedy, and trends to increase engagement with their target audiences now more than ever. And all of this must be done with the understanding that the attention span of the audience is just less than 10 seconds.
That’s why brands have turned to stop-motion animation as their go-to for effective and engaging ads. The moving images are more enticing than a still visual and are less demanding than videos. Plus, it’s a great solution for brands that don’t have a lot of resources or a large budget to tell their story.
You’re the only one I know doing stop motion animation in Nigeria. How competitive is the business for you?
Not enough. Animation in Nigeria is relatively new. So, imagine where stop motion plays in that space. When I first started, there was nobody in Nigeria I could compare my content with. Initially, I thought it was a good thing but getting to the nitty-gritty of business it was an issue. Because it takes more effort to make the client see the potential of stop motion as video content, to them it just wasn’t popular. So most of my jobs were referrals. Within a small network, the jobs were not many.
There is something peculiar about our market: they only do popular things, use popular skills, employ people with lots of followers. So the challenge right now is not only creating awareness for the benefit of this style of animation but to teach people who want to learn new skills. The more animators out there creating stop motion, the popular it gets. That way, the attraction begins. I won’t have to school the clients as much every time.
When did you go full time into stop motion animation?
What’s the biggest project you’ve done with Stop Animation?
My biggest project I would say I’ve done is not determined by the biggest client I’ve worked with, but the scale of the project itself. And that would be the series of cutout animation I created for Upbeat, a recreational centre in Lekki.
Now, what’s your ultimate dream as a stop motion animator?
To help build a community of stop motion animators in Nigeria, and together, we’ll create an animation feature that is going to be all stop motion. This is because creating an animation feature takes a collaborative effort of lots of animators with different skills working towards a goal. Check out the crew on some of the popular stop motion animations; Kubo and the Two Strings, Corpse Bride, Aisle of Dogs to mention a few.