Go Artistic Rather Than Hyper-Realistic

Go "artistic" rather than "hyper-realistic"

While it may seem counter-intuitive, video production that is hyper-realistic may harm the business development of a technology.  As an example, a few years ago, I saw a UAV animation from a major defense contractor that involved composites of animation with real actors, set-pieces, green screens, aircraft careers, and airfield footage that was Hollywood style.  I felt a strange feeling seize me while watching the video.  Here were real people "lying" about what they saw or what they were doing, as if the technology was already in existence.  It brought the animation into the realm of TV drama and the effect undermined the concept for me.  I tested my reaction by sharing it with a number of engineers and scientists, who all said they felt the same way.

Strangely enough, the video also produced a level of defeatism to whoever viewed it - the visuals were so realistic, it seemed as if the product already existed and as one engineer said, "Why bother build it?  Looks like it's already been made."  It also aroused suspicion that if a company was willing to invest so much time, money, and energy into producing a convincing, hyper-realistic fantasy, how was the customer to distinguish between reality and fantasy.  Trust was lost. 

While more research should be done on the subject, the initial reaction of this small sample suggested to me that hyper-realism resembling a small TV production should be avoided in the presentation of a concept.  I have postulated this is because it crosses the line customers like to keep between hyper-realistic fantasy for entertainment sake and that which reaches into their wallets in the real-world of business.  This is good news for underdog Business and Product Developers who can't afford Hollywood style productions.  It also emphasizes the importance of communication and trust between Business Developers and customers in the animation process.  Hubris is a paramount sin in the visualization department.

A happy alternative is to go "artistic."  Rather than attempting "hyper-realism," Business Developers should produce artistic visuals that inspire, encourage, and educate their audience.  It is better to make a customer smile with an Enya soundtrack and a beautiful palette than to make them scowl through a presumptuous animation of somebody's idea already on their aircraft-carrier with their sailors oblivious to the what has been done to them.  The artistic approach has the benefit that at no time will the customer feel they are being "hood-winked" - they know they are watching an animation - a vision of the possible, not a messy blur of reality and fantasy that causes confusion and suspension of trust.