Client: WizSmart / Petix
Agency: Redstone Media Group
Writer: Tim Hockley
Illustrator: Mike Carless
2020
I storyboarded, shot, edited and animated this entire video based on a visual strategy and script written by the marketing team at Redstone Media Group. A longer B2B version was also created.
Process:
I was involved in this script-writing process with my boss, Tim Hockley, as well as other writers at Redstone Media Group. We went over the goals of the video which were to introduce WizSmart pee-pads to a North American audience in sync with new distribution the company was launching. After some discussion we landed on a strategy of a brightly-coloured ad with impactful animation of the product's selling points supported by live-action footage of a main character enjoying the benefits of the "best pee-pad in the world". After a draft of the script was created, I was tasked with storyboarding and planning the schedule of production for the advertisement.
After the storyboard was completed and approved by the client, we shot the live-action portions of the script needed and I began production on the animation portion. There was a section of the script that called for an illustrated version of the WizSmart pee-pad to separate into it's different sections and show the pad filling with water to showcase the technology that makes WizSmart pads the best in the world. For this section we commissioned digital artist Mike Carless to create vectors of the pad sections which I then animated. I met with Mike to discuss the needs for this illustration and roughly how it should appear, as well as technical specs I would need from the vector file in order to animate it accurately.
The process of animating these complex vectors involved a traditional cel animation approach where I first animated the lines and then the background colours, both the fills and the shadow detail, to match the line animations.
Through an iterative process of testing out effects and different levels of detail and an ungodly amount of layers in After Effects I arrived at a strong animation of the illustrated vectors that showcased the multi-tiered absorbent system that WizSmart wanted to advertise.
I also put together a longer version of the ad for B2B sales that further showcased the available products and some animated metrics and product scores for WizSmart. The B2B version can be viewed below:
In addition to the B2B version, I was tasted to create a couple shorter videos for social media that made a quick pitch of some of the main selling points for WizSmart.