Moving image
Moving image is the umbrella term for everything that moves on screen: filmed material, animation, motion design and generated video. The term leaves the technique open and names only the category, as distinct from photography, text and audio.
Why agencies talk this way
Anyone planning a moving-image budget has not yet decided how the result will be made. That is sensible, because the question of route comes after the question of goal. A budget of 15,000 € can mean a shoot day with a small crew, a series of animated explainers or a generative production with several versions.
The term only becomes awkward when it is used to cover vagueness. By the time there is an offer it has to state what is produced, how long, in which formats and with which rights.
What the category contains
- Live action: captured with a camera, see b-roll and frame rate.
- Animation: drawn, built or computed, see AI animation.
- Motion design: animated graphics, typography and infographics.
- Generated video: produced by models, see AI film.
In practice the four mix. A brand film can combine filmed people, generated worlds and animated figures in one piece.
How we work with it
In the first call we do not ask which format you want, we ask what should happen once somebody has seen the film. The category usually follows from that by itself.
Frequently asked questions
What does moving image mean?
Moving image is an umbrella term for moving visual media: film, animation, motion design and generated video. It names the category rather than the production method and is used mainly in marketing and media planning.
Is moving image the same as video?
In everyday use yes. Technically video is a recording method, while moving image is the broader category that also covers animation made without any recording.
What does moving image cost?
Entirely dependent on the production route. A conventionally shot brand film sits at 5,000 to 20,000 € net at market rates, a generative production with us starts at 3,500 €. The ranges and their sources are under what a commercial costs.
Related terms
Read on: All terms in the glossary • What a commercial costs
A budget but no format?
Tell us the goal. Which category fits is our part of the conversation.
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