CRISPR is a technology scientists use to modify the DNA of living organisms selectively. Synthego provides engineered cells and CRISPR kits to enable researchers to access CRISPR technology, thereby accelerating scientific discoveries, uncovering cures for diseases, and developing novel synthetic biology applications.THE BRIEF
Synthego sought to elevate its brand presence with a compelling animated video. They envisioned a blend of vibrant imagery, informative text, and a captivating voiceover, launched just in time for World CRISPR Day.
The challenge? The date was just 5 days away.
Recognizing the extremely tight deadline for an animation project, Superside tapped into AI's potential for rapid asset generation. This strategic move shifted the focus towards the creative assembly of scenes, the movement, and the visual storytelling process.The woRK
Superside went through all the stages of a traditional animation project (scriptwriting, storyboarding, asset production, blocking, animation, refinement, and post-production) but with a twist. AI supercharged the production process by producing new assets and generating missing pieces in bulk and in seconds.
To maximize Photoshop's generative fill, we cropped the generated environments into layers. We then filled in what was missing from the empty spaces and set up 3D cameras in After Effects to navigate the environments in depth——a trick we picked up from early Disney animation techniques!
The time savings in production allowed the team to concentrate on the artistic aspects of the project, emphasizing visual storytelling through camera motion, angles, and scene composition.
"It's fantastic—very nice job. I got goosebumps at the end with the last sentence! Thanks!"
Achieving a 5-day turnaround for Synthego's promotional animation was unthinkable with conventional design approaches. The fusion of Synthego's collaborative spirit and Superside's mastery of AI technology pushed the boundaries of what's possible in animation production.
Synthego saved 39% of design hours, showcasing the efficiency of AI-enhanced animation.
Synthego saved $5k+, adding financial benefits to operational gains.
Synthego produced a vast library of 1,500+ images, offering rich visual content that complemented the narrative and enhanced brand recognition.