Animation Three -
Audinate Inc. – Dante Brand
My direct contributions to these animations was design concept, animation build. I took art direction from the agency client to maintain the campaign design standards.
PROBLEM
The creative was challenging. Using the agency creative concept using a split flap-board animated gif from scratch seemed like it would take longer then the production timeline I was given. This project required the design to be in 3 different digital advert sizes for various paid media placements.
PROCESS
Received the creative direction of the split flap-board animation and copy via email from the Project Manager of my agency client.
A quick phone meeting addressed my questions.
I then needed to work out how to get the letters would be displayed artistically.
I produced an initial execution (concept 1) for approval before animating, then was given a revised direction.
Another execution (concept 2) was submitted but copy was changed and due to the limitations of the image size (728x90).
Having to adjust the size, I executed another concept 3 which was approved.
From here, we had 5 animation revision cycles.
Approval then yielded an unexpected two additional ad sizes (300x250, 300x600).
The additional sizes had to get reorganized creatively to fit in the space available.
This process was unusually longer than expected due to a lack of creative direction and because of copy revisions and size additions.
DELIVERY
Final assets were supplied to the client for the media buys that supported a campaign for this product.
OUTCOME
The agency client was extremely happy it was accomplished and deadlines were met.
RESPONSE
No measured response was shared other than it was continuing with additional media buys.
BARRIERS
The creative concept and changes was a bit of a challenge, but the agency was right in going with this approach since it got additional advertising attention to the product. The extra effort was worth it!