Task:Animated Banners and Video Production
- A global healthcare company was seeking a cohesive digital campaign in order to promote and explain the differentiators of its new Clinical Trial Management (CTM) platform
- Assemble was asked to create animated banner ads in multiple sizes for specific digital placements based on visual concepts provided by the client
- A script was then provided to create two 20-second informative videos to be displayed on the client’s website and social platforms
The Approach:With the client’s objective to convey the seamless collaboration and mobility of its new CTM platform, connectivity was an important theme in this campaign. So when Senior Visual Designer, Mari Mora, received visual references from the client, she immediately knew the direction to take for the animated banners. By creating an identifiable digital network graphic that flowed across all frames, and utilizing key nodes to include icons representing their important differentiators, the banner ads were able to more powerfully communicate their message beyond the given text. Inspired by the effective visuals in Mari’s banner ads and driven by an understanding of the importance of a cohesive campaign, Randall Castro, Assemble’s Senior Visual Designer, prepared the concepts for two videos for the client’s website utilizing the same elements of the animated banners. Each video variation was four frames with thoughtful transitions that paralleled the client script while further channeling the connectivity of the client’s CTM.
The Big Wins:“From the first proposal of the animated banners, the client loved the direction we chose for the creative,” Mari shared. “This meant only minor tweaks were needed to reach the final approved concept, allowing them to get the banners up and running quickly.” Assemble was also given full control of developing the video storyboards to help minimize the disconnect between the client’s script and the production elements. “We typically receive a storyboard and animation notes from the client that don’t always make sense with the technology being used,” Randall explained. “It may sound good on paper, but the final product doesn’t turn out the way they want. Being able to build the storyboard simplifies and improves the process as it allows us to plan ahead based on our knowledge of the production capabilities and then play with the timing and motion as it all comes together.”
A Key Takeaway:Having the animated banners both approved and loved by the client made the transition to video a lot more seamless. Since our designers knew upfront that the videos were part of the project pipeline, the team was able to proactively identify the features, text, and visual elements that would work across a multi-component campaign. “The banners gave us direct insight into what the client was looking for in an animation, so we had a big head start to production,” Randall shared. “We were able to reuse elements and stay very close to the same design to create cohesion between both mediums, and ultimately, deliver a final product within four days. The client not only had very minor changes but also loved the end result and the quick turnaround we could provide.”