Client: Canine Biologics
Agency: Redstone Media Group
Writer: Dana Cox
Voiceover: Kat Shaw
2020
I storyboarded and animated this video independently while at RMG as their digital media specialist. The scope of the project was to introduce Canine Biologics as a brand specially designed to combat cancer in dogs.
Process:
This video began with a meeting with the client to discuss their goals for the video. They told me that their high quality pet food had selling points backed up by nutrition science that were proven to prevent and even fight cancer. Details about the science behind cancer prevention were shared with me and 3 main selling points about their products that supported these facts. We established that the direction for the video would be a partly educational message about how certain foods are proven to prevent cancer forming cells, followed by a CTA to the company website.
This video had to be under 1 minute long and contained many scientific concepts that would be difficult to disseminate. In order to make the concepts discussed clear and cogent I created 3 animations that communicated the points being discussed in a visual way. I also used text, graphics and colours that were consistent to support the information in a quick and cohesive presentation. Before beginning animation I assessed all of the sections that would take the most time and made a rough estimate of the budget for the client.
One of the sections that detailed how amino acids, proteins, minerals and vitamins can guide against degradation of the GI tract was a challenge to depict visually. I landed upon the idea to animate the words themselves running through the GI tract of a dog with arrows indicating absorption. For this animation I used the text animator in After Effects to make the words zigzag through an anatomical illustration of a dog's intestine. This required a lot of refining to ensure that the words were legible through almost all of the twisting and turning they did for this short section of the video.
