Client: PureLUXE Pet Food
Agency: Redstone Media Group
Writer: Tim Hockley
2020
I storyboarded and animated this digital ad independently based on script specifications by the client. The goal of PureLUXE with this video was to launch their brand identity focused on transparency of ingredients in their premium quality pet foods.
I storyboarded and animated this digital ad independently based on script specifications by the client. The goal of PureLUXE with this video was to launch their brand identity focused on transparency of ingredients in their premium quality pet foods.
Process:
I was briefed on this video a few months before the launch of the campaign that the client wanted a video focusing on the importance of transparency in the ingredients going into a pet food. The video would position Pureluxe as a premium pet food that was worth the high price point because of it's standards of nutrition and transparency about ingredients.
A script was outlined for me and I created a storyboard for the video based on the pre-existing brand guidelines with a goal to evoke confidence, transparency and high-functioning health. I selected the voiceover artist and music appropriate for this style as well as stock video and images that would give a whiff of emotion to the video which focused primarily on technical points and animated sections.
Since the video was heavily dependent on animated text of technical points about nutrition between the high impact stock video footage it was important to hold the viewers attention for the entire duration. I approached this problem by creating a few complex animations that would play at the beginning of each section in the video to capture the eye and lead it towards the selling points. To open the video I animated a magnifying glass examining the word TRANSPARENCY to catch the eye immediately and visually depict the central theme of the ad.
To achieve this I used an adjustment layer with the magnify effect parented to the movement of the magnifying glass PNG. I also animated a custom logo for the "Pureluxe Transparency Mission", and the documentation that supported this mission using a flying paper effect that piled the pages of each report while sliding scales detailed what they focused on and how each point exceeded the AAFCO and FDA standards for pet food ingredients. These animations ensured that even if the viewer didn't understand the meaning of each point being stated that they had a confidence in what it meant for the overall quality and health provided by this brand.
I produced multiple versions of this video for a USA market, an international market and versions for social media platforms as well as digital and linear TV.