Client: I Heart Saving
Agency: Redstone Media Group
Writer: Tim Hockley
Voiceover: Dana Cox
2020
As part of the launch of a nationwide coupon app, IHeartSaving, I created a series of promos and advertisements, as well as internal branded documents like a sales deck and whitesheet. The first video is a B2B promotion for a local marketing tie-in that launched in Peterborough, ON. All storyboarding, animation and video design was done by me.
Process:
For both videos, the client shared with me many screenshots and marketing materials for the app in the initial creative brief that I was to animate and showcase in the promos I was creating. The basic direction of the video was to adapt the information in their sales deck to a video format.
Using the brand guidelines, and the sales deck and web banners I had created beforehand, I decided on the general style of the video and the correct vector artwork I would need to use. This required accessing working files from the app as well as editing and in some cases recreating imagery from the UI to animate it. I also needed to source some flat vectors with a colourful and sophisticated style to match the branding. Once this style was established I storyboarded the "Local Marketing" promo first and prepared the vector artwork for animation. To prepare the vector artwork for the video I had to change colours around to fit the brand, add or remove details, and layer elements to animate correctly. I completed this video in the span of one work week.
The 30 second ad advertising the "IHeartSaving" coupon app directed to the Peterborough market was a video version of a radio ad that had been previously created. Because of this, the storyboard was based strictly to the content of the audio. This required pacing the storyboard script to exact seconds, and for the imagery and animation to have a strong impact that supported the voiceover in very short segments.
In order to accomplish this I made use of some complex animation tools and expression features in After Effects. Text animation and use of a couple expressions that showed money accumulating on the app's home screen was included in the first few seconds of the ad to grab attention immediately. I combined a custom particle generator and the following expression to create the numbers adding up to $5000 on the phone screen.
