Jaunty Liberty: Safe and Easy

Note from the Creative Director: I’m so happy to be able share this project with you. It’s been a hectic three months getting the full package of materials together—lots of secret meetings and long days to make sure that we made the best possible presentation package for AAP’s sales team. It’s my pleasure to announce that Jaunt Liberty has met their first round of funding (funding what? Funding goals?) and will be launching their inaugural trip in April, 2015.

Challenge:

Apoc Associated Partners came to us for help developing a sales package to present to investors. They had just licensed the newly patented Carune Process for a commercial travel venture. With nothing but a few articles in obscure science magazines, the biggest challenge was to explain the business plan to investors while also increasing public interest in the technology. With an investor presentation scheduled in three months, this meant creating all the branding, messaging, and creative pieces in a short period of time.

Process:

The first step in this process was to establish the core values of the service. Through focus sessions, we established that the biggest public concerns were the product’s legitimacy and safety. Public knowledge of the the Carune Process was limited to heresay and urban legend. Turning that public perception around would convince potential investors that this was a solid investment.

With all hands on deck, including skeleton crews that worked on animation and special fx, we came up with a multi-piece plan of attack: a slide deck, printed fact sheet, and opening video.

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Wrong Turn, Check the Map Again

Our first approach was “Travel in the 22nd Century.” We would captilize on the high-tech aspects of the product to produce a create a slick and cool package. We researched current travel companies—air and rail—and tried to envision what the “next phase” would look like.

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While the client loved the name, they felt the overall presenation was innaccessible for the target audience. This approach made the product seem mysterious and—worst of all—dangerous. We hit the mark on the awesome power of this technology, but overshot and lost sight of our core value of “safety.”

Back-up for a Retry:

While we were helping the sales team and engineers to put together a thorough slide deck for their presentation, we were also creating an opening video. This was to get the investors pumped-up and help them visualize Jaunt Liberty as a reality. We created a fun and upbeat commercial that promoted how fast, safe, and easy the product could be, backey by the right investors.

Results:

The presentation was spectacular. The materials thoroughly explained the process to investors and AAP reached 110% of their funding goal. With the first trips leaving April 2015, we’re now fleshing out an online viral campaign and adding broadcast and print components.

In Summary:

With thorough research and understanding of the intended audiences, it’s easy to develop a promotional package with both intellectual and emotional appeal. With a great strategy and solid narrative, we can make even products with dense, hard-to-understand features can completely transparent and approachable  Contact us now to find how we can increase awareness for your company or brand through video.

Contact us now to find how we can increase awareness of your company or brand through video. And happy April Fools’ Day.

 

Casestudy: Chickpea and Me

Challenge:

Create a one minute video for a national hummus brand in four weeks. The spot had to appeal to the 18-35 year old female demographic. This project was produced by Genius Rocket Select (now Genius Rocket). The Genius Rocket model is curated crowdsourcing: briefs are sent out, creators write a brief description of what they would do, and then move through paid stages of creation, ultimately getting weeded down to one final project. Due to their NDA, they couldn’t disclose the name of the brand until the third stage–which presented an interesting challenge. The video had to be fun, unique, and fit into the company’s facebook and youtube strategies, but without knowing the company’s branding, we had to make something that the client could customize to their needs.

Solution:

Because the exact brand and its attributes were unknown, we had to focus on the narrative and create an engaging story that kept audiences watching until the end for the company’s name. This meant pulling out all the stops on storytelling and upping the “wow” factor. For the demographic–18 to 35 females–we decided to play to our strengths: animation, puppetry, and rapid live action filming. We decided to do a Zoey Deschanel meets Sesame Street sensibility. A smart, hip young woman with puppet friends. Once the script and storyboards were approved, we were able to drop in a seasoned production team of fabricators, musicians, actors, and videographers that turned a three week timeline into successful video. Throughout the production, we were in contact with the brand, and they made suggestions to the content and scenes to create something that was perfect for their audience. As a final challenge, we did not have access to anything more than the brand logo. All lockups and physical products had to be recreated by us based on examples found on the web (product was not offered in our state and the timeline was too short to get product sent to us).

Client Feedback: “This one is Weird. If it were REALLY weird, but really fun, I think it could be GREAT.”

Like: “cutesy, potential weirdness.”

Push: “needs a humourous/weird/naughty edge..? Can the pita chip be her “inner voice” that helps her keep it real?”

Results:

The client–Athenos Hummus–used this video to kickoff their initial Facebook launch and overall campaign. As a web only launch, the client paid a fraction of what they would have if they did a traditional national television campaign. While a basic tv spot can cost $100,000 or more, this project was less than 20% of that cost at a final budget of $18,000. With it’s funny premise and catchy song, it attracted a lot of viewers, comments, and helped them make a splash in a crowded market place.

Views from first 6 months of launch: 4,500
Total views: 10,000+

In Summary:

We can take what seems impossible–short deadlines, puppets, mystery brand–and create a vibrant and original video.

Casestudy: RISD “A Painter Remembers”

Problem:

RISD Alumni are unique individuals, each has a different viewpoint on what makes their time at RISD special.  It is one–if not the–best art and design schools in the country, with a robust email roster. However, click-throughs where way down and donations were ever lower.  The challenge was to create a campaign that created goodwill with the alumni and ask them to donate to the annual fund. The final video should speak to the alumni viewpoint (donating is hard/impossible because they are working artists). With this video, the Annual Fund hoped to increase donations and click-throughs on their emails.

Solution

The solution was to create a hybrid video of live action and animation. The overall challenge was to make each alumni feel unique. To do this, we created a series featuring animated characters that focused on the perspective of different RISD majors. First, we created 4 basic characters based on the materials that every RISD freshmen has to use (charcoal, clay, cardboard, and collage/magazines). Following this, we we created the basic story of a drawing student putting a different spin on a bad piece of art. This metaphor was meant to get the alumni to look at the problem of donation “with a different eye.” Once this was approved, we filmed the live action, made the accompanying animation, and laid in final music. The final videos use a variety of techniques, including drawn animation, stop-motion/claymation, puppets, motiongraphics, and green screen. See the below links to see the full campaign.

Results

This video was released on custom video player, but the overall campaigns stats were very favorable. Overall, the videos got good feedback and increased their donations or donations where specifically attributed to the video campaign.

Stats

Dates for campaign: December 15-22, 2009
Emails opened: 33% increase over 2008 campaign
Email click-thrus: 14% increase over the 2008 campaign
Number of donations made: 37% increase

More Videos

RISD By Design Weekend 2009   |   RISD Reunions “Time to Connect”   |   RISD “From Lump to Legend”

 

Casestudy: WPI “Robots”

Goal:

Worcester Polytechnic Institute has one of the best programs for robotics–equivalent to MIT, Yale, and Harvard–but most students skip over the this technical college. The challenge was to introduce students to this fact in a fun, light hearted way that also tied in WPI’s successful rowing team. The final video also couldn’t use any logos from the other colleges, only hint at who they might be. With this video, Admissions hoped to increase freshman applications to their robotics program and highlighted the diversity of programs they offer.

Solution

The solution was to create an animated video. With animation, we could show all of the things they wanted to include without creating costly props, building rowing robots, or renting the Charels River. First, we created character sheets of all the other colleges’ athletes, their coxswains, WPI robots and their ingenius students. With animation, we could also have more diverse ‘actors’ in the right age group than our production could have hired. Following this, we storyboarded and then created the main rowing animation. Once this was all approved, we had a custom track of music created to fit the emotion and action of the story. The final style was partially based on the work of Michael Dudok de Wit. It was chosen as a style that would resonate with parents (important in the college selection process), and differentiate it from other talking-head style admission videos.

Results

WPI has used this video in a variety of locations: on their homepage, within email campaigns, and on-site presentations. Overall, the video has been very successful. The views are about double WPI’s total student population. Numerous departments within WPI use the video to show the strength and impressiveness of their college. In addition, it has been well reviewed even in alumni focus groups as “the direction WPI should be going in.”

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STATS

Student population: 3,849
Views from first embedding: 2,500
Total views: 8,500+
Predominant countries viewed in: United States, Puerto Rico, Jamaica
Ages reached: Male/Females 45-54 years (most likely parents) and Male 13-17 years