CASE STUDY: I LIVE HERE I GIVE HERE

 

OVERVIEW
MOTION DESIGNER FOR AUSTIN NON-PROFIT

ASSIGNMENT
Create 30 second TV ad

TIMELINE
4 Weeks

RESPONSIBILITIES
AnimatE BRANDED ASSETS, EDIT VO, DIRECT MUSIC COMPOSER

 

I Live Here I Give Here needed a 30 second ad that they could run on local TV channels to promote their flagship fundraising event Amplify Austin Day 2023. Their goal was to raise 10 million dollars for hundreds of non-profits in central Texas. Senior Marketing Director Robynne Parkington contacted me based on video editing work I had done for them before, and asked if I could help.

GOAL

CREATE :30 AD FOR campaign

 

Approach

AnimatE ASSETS
WITH MUSIC

I had to move fast with minimal revisions. Their turnaround time was 3 weeks. The client provided VO, graphic assets and a rough storyboard that expedited my final delivery.

 

TIMELINE

WEEK 1

I started by laying out the story slides to rough audio and sending the client an “animatic” which helped them visualize the final video. Once I had the VO track I cut the audio to time, making sure it sync’d with key story beats in the animation. Then, I passed this version to the music composer and directed him to create a sound that corresponded with each section.

 

weeks 2-3

Once audio was finalized, I began importing assets. Although they were all provided by client, they were not all prepped correctly to work with AE (After Effects). Fortunately, I had a master AI (Adobe Illustrator) file with original vectors intact. I reformatted and exported over a hundred elements. Now that my project was prepped, I could begin motion design.

The client wanted the bird to animate. However, I only received one design asset of it in a standing position. In order to bring it to life, I focused on animating the squawk and showing it land in frame.

Since many brand graphics are solid shapes, I used their angles to create seamless transitions between supers. The white edges server to frame important copy, as well as fan wipe to move viewers forward through action. Using this as a visual structure, I was able to animate camera movements that created a sense of journey through the story beats.

 

WEEK 4

Once they saw the final version, the marketing director requested additional formats to include in social campaigns for mobile. In order to share these clips on popular platforms, I transformed the original 16x9 ad into two new versions: square 1x1 and vertical 9x16 aspect ratios. While the square was a more straight-forward crop, the vertical alignment needed greater effort to achieve. In the end, I delivered three versions of their ad that solved multiple marketing needs for the Amplify Austin Day promotional campaign.