Do you realize why movie trailers are so massively and eagerly watched not only by the cinematography enthusiasts?
Thanks to 3 factors: duration (short form), skillful montage and spectacular sound design. Probably the minority would point at the last one but it’s sound design what makes watched material so good.
It’s exactly the same with animations. Sounds should be treated not only as ornaments but one of the key pieces actively supporting storytelling and amplifying effectiveness of the message. That’s because they can subtly direct recipient’s attention towards given graphic element or information that in the given moment is the most important from a brand’s point of view.
On the other hand, music is crucial for setting a mood that goes in line with the general tone of the animation. It also has direct influence on recipients feelings and reactions that should be consistent with brand’s expectations. Although the role of sound design is often underestimated (which we state with sadness), we always put a special emphasis on it. We buckle down to this element of production as diligently as we do to our graphics.