The Ring Magazine’s Animated Legacy: A Look at the Future of Brand Storytelling Through Diverse Animation Styles
BigTime Creative Shop’s recent 2-minute film for The Ring magazine isn’t just a celebration of the publication’s 104-year history; it’s a compelling demonstration of how brands are leveraging diverse animation styles to captivate audiences and tell richer, more engaging stories.
The film, titled “The Legacy Continues,” immerses viewers in a museum setting, complete with a janitor and security guard, where boxing history comes to life. This approach signals a growing trend: moving beyond traditional advertising to create immersive brand experiences.
The Rise of Multi-Style Animation
The project’s use of ten distinct animation styles – including charcoal sketching, claymation, 2D animation, and 3D rendering – is particularly noteworthy. This isn’t simply about aesthetic variety; it’s about finding the perfect visual language to represent different eras and personalities within The Ring’s history. Boxing icons like Sugar Ray Robinson, Mike Tyson, Manny Pacquiao, Anthony Joshua, Katie Taylor, and Tyson Fury are brought to life through these varied techniques.
Why This Matters for Brands
This multi-style approach offers several advantages. It allows brands to:
- Target different demographics: Each style can resonate with a different audience segment.
- Highlight specific brand attributes: Claymation might convey a sense of nostalgia, while 3D animation can project innovation.
- Increase memorability: The unexpected shifts in style keep viewers engaged and make the message more memorable.
The Power of Nostalgia and Archive Integration
The Ring magazine’s decision to launch this animation alongside an archive release is a smart move. Consumers are increasingly drawn to brands with a rich history and authentic stories. Integrating archival material into animated content provides a unique way to showcase that heritage.
Beyond Boxing: Applications Across Industries
This strategy isn’t limited to sports publications. Any brand with a significant history can benefit from a similar approach. Imagine a fashion house using stop-motion animation to showcase its iconic designs, or a technology company employing retro 8-bit graphics to celebrate its early innovations.
The Role of Sound and Narration
The inclusion of boxing announcer Michael Buffer’s narration adds another layer of authenticity and emotional resonance to the animation. Sound design is often an overlooked element of animation, but it can significantly enhance the viewing experience.
Future Trends in Animated Brand Storytelling
Looking ahead, we can expect to see even more experimentation with animation styles and techniques. Here are a few potential trends:
- AI-Assisted Animation: Artificial intelligence is already being used to automate certain aspects of the animation process, potentially lowering costs and increasing efficiency.
- Interactive Animation: Allowing viewers to influence the narrative or explore different aspects of the animation could create a more immersive and engaging experience.
- AR/VR Integration: Combining animation with augmented or virtual reality could transport viewers directly into the world of the brand story.
Amy Corr is senior editor of Muse by Clio.
