Animatics for Testing

Testing Animatics for
Brands & Agencies

Research-ready animatics for testing advertising concepts before you commit to production. Photorealistic quality, delivered in days.

Test before you produce

Photorealistic quality for reliable results

Compatible with all research platforms

Get an Animatic in 3-5 Days View Our Full Service

Why Use Animatics for Testing?

Testing animatics let you validate creative concepts with real audiences before spending on production. The result: better ads, less waste and more confident decisions.

Reduce Production Risk

Most advertising budgets are committed before anyone knows if the creative will land. Testing animatics let you identify weak concepts early, before the cameras roll and the money is spent.

Get Reliable Research Data

Photorealistic testing animatics close the "imagination gap" that plagues storyboard-based research. When respondents see something that looks like a real ad, their reactions are more predictive of in-market performance.

Test More Routes

Traditional production limits most brands to testing one or two concepts. With AI-powered testing animatics, you can produce and evaluate multiple creative routes at a fraction of the cost, giving you a broader view of what works.

Move Faster

Testing animatics produced with AI can be delivered in days rather than weeks. That speed means research fits into your timeline instead of holding it up, and you can iterate based on findings before locking in your final approach.

How Testing Animatics Work

From brief to research-ready animatic in four straightforward steps. We handle the production so you can focus on the creative strategy.

Share Your Brief

Send us your script, storyboard or creative concept. Include any visual references, casting direction and research partner specifications. We can work from rough inputs and help develop the visual direction.

We Produce the Animatic

Our team combines AI generation with expert creative direction to produce a photorealistic testing animatic. We add voiceover, music and supers to create a complete stimulus that feels like a real commercial.

Review and Refine

You review the animatic with your team and research partner. We make revisions based on your feedback, ensuring the final version accurately represents the creative concept you want to test.

Test with Confidence

The finished testing animatic goes into your research study. Because it looks and feels like a real ad, respondents react naturally and your results are more reliable and actionable.

Who Uses Testing Animatics?

Animatics for testing are used across the advertising and research ecosystem. Here is who benefits most.

Brand Teams

Marketing directors and brand managers who need to validate campaign concepts before presenting to leadership or committing production budgets. Testing animatics provide the evidence to make confident go/no-go decisions.

FMCG, retail, automotive, financial services, telecoms

Creative & Media Agencies

Agencies who need to present work that is research-ready, not just pitch-ready. Testing animatics help demonstrate creative ideas at a level of fidelity that builds client confidence and supports data-driven decision-making.

Creative agencies, media agencies, production companies

Research Teams

Insight teams and research agencies who need high-quality stimulus materials for concept testing. Better stimulus means better data, and testing animatics deliver the closest thing to a finished ad without the production cost.

Quantitative studies, qualitative research, online panels, in-person groups

Testing Animatics vs Traditional Approaches

See how AI-powered testing animatics compare to the alternatives.

	Storyboards	Traditional Animatic	AI Testing Animatic
Visual Fidelity	Low	Medium	High (photorealistic)
Production Time	1-2 weeks	3-6 weeks	3-10 days
Research Reliability	Limited	Good	Excellent
Cost per Route	Low	High	Moderate
Multi-Market Versions	Manual rework	Expensive	Efficient and scalable
Imagination Gap	Significant	Some	Minimal

Want to understand the differences in more detail? Read our full comparison of traditional vs AI animatics.

FAQ

Common Questions About Testing Animatics

What are testing animatics?

Testing animatics are video representations of advertising concepts created specifically for consumer research. They bring scripts and storyboards to life so that brands can evaluate creative ideas with real audiences before committing to full production budgets. Modern testing animatics use AI to achieve photorealistic quality that closely mirrors the finished commercial.

How are animatics used in testing?

Animatics for testing are shown to research panels as part of quantitative or qualitative studies. Respondents watch the animatic and provide feedback on message clarity, emotional response, brand recall, purchase intent and overall appeal. This data helps brands identify which creative routes to pursue and how to refine them.

What is the difference between a testing animatic and a finished commercial?

A testing animatic is a pre-production representation of a commercial concept. It uses generated or assembled visuals, voiceover and music to simulate the final ad. The key difference is that testing animatics are produced before any live-action filming, allowing brands to validate ideas early and avoid costly production missteps.

How long does it take to produce testing animatics?

AI-powered testing animatics can typically be delivered within 3 to 10 working days from an approved brief. This is significantly faster than traditional methods, which often require weeks of illustration or photo shoot coordination. Rush turnarounds are available for urgent timelines.

Can you produce testing animatics for multiple markets?

Yes. We regularly produce localised versions of testing animatics with different casting, voiceover, supers and cultural cues for each market. This allows brands to test the same campaign concept across multiple regions simultaneously.

What level of quality should testing animatics have?

The best testing animatics are photorealistic enough that research respondents react to them as they would to a finished ad. This removes the imagination gap that weakens results from rough storyboard-based testing. AI animatics achieve this level of fidelity at a fraction of traditional production cost.

Do testing animatics work with all research methodologies?

Yes. Testing animatics are compatible with all major research platforms and methodologies, including Kantar, Ipsos, System1, Zappi and bespoke approaches. We can deliver in any format or specification your research partner requires.

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Testing Animatics for Brands & Agencies