As the creative director of marketing at Adaptiva, it's my job to make sure our customers and prospects are able to digest information about our products as easily, quickly, and pleasantly as possible.
Animated product "explainer" videos are a great way to do that.
There was a lot of copy being jammed into the script. Adaptiva is in enterprise IT software, so the content is always pretty technical and wordy. However, a good explainer video is under 90 seconds, so I had to figure out how to cut the script down to an appropriate length.
I personally worked with our copywriters to shorten the script down mostly to key messaging points about the product.
I also worked with our voiceover talent to establish a brisk pace of speech to keep the video moving quickly to hit the desired time mark.
By using quick, snappy animations and transitions, as well as upbeat, driving music, I was able to ship this video at just 1 minute and 22 seconds.
I've set illustration guidelines and standards for Adaptiva, but, of course, every project is different and presents different challenges, and the illustration guidelines serve to provide a solid starting point.
Adaptiva Client Health is a product that focuses on the security and uptime of system endpoints (computers) in really big companies.
I wanted to show "security" imagery and remind the viewer that Client Health is a robust, reliable, enterprise-grade product. But I also wanted the video to have a very friendly, human-centered look and feel, since the product is supposed to automate tedious tasks and make lives easier.
So I opted to illustrate relatable people expressing emotions, as well as more "professional" imagery to showcase features and security functions. I kept the two illustration types separated based on the script, and kept the styles cohesive and on-brand.
This video project came about based on quarterly goals for the Adaptiva marketing department. We were to relaunch Client Health with new branding, a new web page, and a new video in Q4 2016.
I received the script and brief for the video in the tail end of October. I was told the press release for the relaunch would go out in mid November, giving me approximately two weeks to animate, edit, and master the video.
After a few late nights and skipped lunches, the video was completed and shipped on time with the rest of the Client Health launch deliverables.
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