Our script framework.
Our script framework first focused on the core problems:
We then focused on three product benefits (we’ll tend to limit benefits or features to three per 60-seconds of video content):
Prime viewing.
We wanted to showcase the app in the best possible environment. In order for the viewer to really hone in on the content of the app, we used abstract backgrounds, and darkened the rest of the video 30% in order to make the content of the screen really ‘pop’.
The movements were all created using Adobe Aftereffects, where we used global ease settings to create soft landing and exits for all typography and product rotations.
The video itself was also re-purposed into:
– 1 x 30-second version
– 3 x 10-second versions
This means that there were five versions including the main cut!
Yet another prime example of how rich video content is in the way of assets — be mindful when considering your next project, about how assets can be reused and optimised for specific channels and placements online.
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