Client: Heirloom Pet Products
Agency: Redstone Media Group
Voiceover: Kat Shaw
2021
I wrote, storyboarded and animated this video independently while working directly with the client. The goal was to promote Heirloom's Hemp-based products that help relieve stress in dogs.
Process:
Creation of this video began with a meeting with the client about their goals for the video and the messaging that they wanted to include. From this initial conversation I created a draft of the script for their approval which included notes on visuals that would be seen during each line. There was also a specific dog that the client wanted to see in the video based on their own chihuahua - Kevin.
After the script was refined to the client's notes I created a full storyboard and determined the visual assets that were required to begin production. Since I was not creating the vectors myself, it was important to source images from the stock resources I was using that were all the same style. This storyboard was also sent to the client for approval and refined to fit the duration of the ad and ensure that the messaging was as clear and potent as possible. I also spent some time finding the perfect chihuahua vector artwork that I could animate to represent the client's dog.
The first step in creating a fully animated ad was to prepare the vector graphics I had assembled to be rigged for animation. This often includes drawing new sections to flat vectors, like the back of an arm or neck, so that they can move and reveal more space to a body part that was not included in the original image. I also adjusted the colour palette of all the vectors to fit the brand colours and mood. After the vectors were prepared I began animation.
After all the animation was complete I spent some time refining the pacing of the overall video. This was partly determined by the required duration of 35 seconds, as well as to ensure that the attention of the viewer was constantly being stimulated. I looked at all transitions and pauses and either increased or decreased the time to allow natural pacing with the voiceover and background music.