The Usage of Adobe After Effects in Egyptian TV Advertisements From The Perception of Advertising Agencies and VFX Compositors

Authors

1 Faculty of Mass Communication, Ahram Canadian University

2 Faculty of Mass Communication Ahram Canadian University

Abstract

This research investigates the role of Adobe After Effects in Egyptian TV advertisements’ production process. The research focuses on two dimensions: the advertising agencies, and the VFX (Visual Effects) compositors. The research aims to explore how Adobe After Effects helps advertising agencies create visually stunning and cost-effective advertisements, to what extent it enhances the productivity of VFX compositors. The research utilizes in-depth interviews as a method of analysis and collecting data. The sample included advertising professionals. The analytic results have revealed the significant role of Adobe After Effects in transforming the form and visual quality of advertisements. It proved that the software provides creative tools, flexibility, and automation features that enable advertising agencies to efficiently produce compelling content. It saves time for VFX compositors by offering built-in templates, presets, and automation features for quick and effective production. The findings provide valuable insights for advertising agencies, and VFX compositors seeking to create impactful advertisements in the Egyptian TV industry.

Keywords

References

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