The eyes have it
Over at IA we absolutely love new technology - especially when it pushes the boundaries of how we can communicate more effectively. Recently we worked with Drawing Book Studios and Publicis Mojo on these Nescafé animatics - nothing too out of the ordinary you may think, however there is an very interesting twist... Using groundbreaking tech the research team over at Objective Asia placed the ads in front of focus groups, and by eye-tracking their reactions gained important information about what the audience looks at during any point in the narrative. Being able to record this kind of data is such an important new development - it allows us to deliver a more effective message in the final production of the commercial at a fraction of the cost to re-plan and re-shoot. The results? Well, it seems that in general faces draw the most attention, so remember, next time you are storyboarding it's all about the eyes!