My client provides a Content Intelligence system to the pharmaceutical giant, Lilly U.S. This is a piece of tech which is kind of hard to explain to people what it is/does since it’s not a tangible object. Lilly needed a video to visualise the process of Content Intelligence, how it can benefit Lilly’s marketing output and save a ton of cash by automating their entire marketing and advertising process.
I’ll sit down with the team and run through the script discovering exactly what they want to get out of it, how the story sits with their audience and then work out how the script should flow.
Once that’s done, I’ll get an initial VO (Voice Over) recorded, this helps me a little bit later with something to run the animation along to, it’s great for getting all the initial timings right.
Next up, I put pen to paper and sketched out storyboards, these act as a basic visual guide to show what happens during the animation
… I love this part!
I then created several Moodboards which were presented to the client. This helps me understand what is in the clients mind when we are going through the process of the visualisation of the entire animation.
This was important to flush out different tones in the animation,
one part of the animation was a higher-level and one part was
more detailed, I decided to visually represent these different tones with a switch from 2D to 3D.
Barlow was the perfect typeface to use, not only does it share qualities with the typeface used on American car plates, highway signs, busses, and trains, some of which are illustrated throughout the animation, but a typeface which is commonly see to be robust, compact and legible.
I wanted to stay as close the the Lilly brand colour palette as possible since this is for an internal audience, this would reassure the end user who would be viewing the animation that the CIT System was a Lilly product, it should still hold that trust emotion for the viewer.
No doubt, this is a complex product to talk about, so much so the client commissioned this animation. Considering this, when putting the design elements together I wanted to put the viewers mind to rest, not overwhelm them with too much technical information. Using softer, organic shapes to frame key information blocks I could visually surface that relaxed emotion and try to make the entire animation lighter and more fun.
Last updated: February 18, 2021
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