The concept film: making an idea tangible before it exists

A concept film is a short animation that explains an idea, plan or service before it exists in reality. Where an architectural cinematic shows a building, a concept film shows something more abstract: a way of working, a vision, a future.

This article is about what a concept film does and when you need one.

The problem of explaining an idea

An idea first lives only in the head of its originator. Conveying it, to an investor, a client, an audience, is where it often goes wrong. Words and sketches ask the listener to fill in the picture themselves, and everyone fills it in differently.

That is a risk at the moment it matters: in a pitch, a presentation or a participation process. An idea that is half understood is half assessed.

What a concept film solves

A concept film replaces imagination with a shared image. Everyone who watches it sees the same thing. The idea becomes:

• understandable — the way of working or the plan is explained visually, step by step;
• tangible — abstract concepts gain form, colour and movement;
• convincing — imagery with rhythm and direction also carries the ambition and the feeling;
• shareable — a film works in a room, online and in an inbox.

When do you choose a concept film?

A concept film is strong when:

• an innovation or way of working has to be explained that you cannot photograph;
• a plan or vision needs support among stakeholders or an audience;
• a pitch has to distinguish itself and convince in a short time;
• a service or process has to be made clear for a broad group.

What makes a strong concept film

A concept film is not a list of features. The strength lies in three choices:

One clear line

A good concept film tells one story, not five. It chooses what the viewer has to understand and leaves out the rest.

The right level of abstraction

Not every concept has to be photorealistic. Sometimes a more stylised, abstract visual language is actually clearer, because it puts the attention on the core instead of the detail.

Rhythm and build-up

Just as with other 3D animation, the build-up counts: a beginning that poses the question, a middle that unfolds the idea, an end that lets it stay with you.

The concept film and the rest of the image process

A concept film rarely stands alone. Often it is the heart of a presentation, with stills and other imagery around it. The film convinces in the room; the stills support in the documentation. That trade-off is the subject of animation or still image.

Conclusion

A concept film makes an idea tangible before it exists. It turns something that only lives in the head of its originator into a shared, understandable and convincing image.

Do you have an idea that needs to be explained convincingly? Discuss your project.