Marketing Message:
Clicktools provides you with the means of collecting customer feedback and integrating it to your CRM. Clicktools wanted to describe the process of a customer buying a product or service as a journey and the importance of collecting inputs from customers throughout this journey.
A customer typically moves through marketing to sales to support and getting appropriate feedback at each point had to be reflected as “Connecting the dots”.
How we approached it:
We decided that two points had to be kept in mind and had to be reflected in the video:
1. The journey of the customer
2. Clicktools help in “connecting the dots” throughout this journey by providing you with customer insights.
And the adventure begins:
OK…now that you have been briefed about the serious stuff let me take you to the mayhem behind the scenes.
Style
Our first challenge was deciding on a style. We had to show a journey and we had a zillion ideas about how to go about it- from digging tunnels to Pac Man kind of approach- to showing several modes of transport – to the most complicated motion graphics…Phew, our creativity was on a high! Then finally we decided that a simple, engaging and fluid style would be best suited.
Colors
We had to zero-in on the character and the colors-more brainstorming!
First we decided on the colors. To make a video that’s close to three minutes(2 mins 42 secs to be exact) engaging we decided that vibrant colors would help. The client had already given us some color ideas for the “dots”, we came up with other colors that would complement them and add to the liveliness of the video.
Characters
Now we were all set for the next challenge: Character selection. We thought an abstract character would be best here because the journey should appeal to all kinds of customers. Again to make the video interesting and to retain the fluidity of the visuals we wanted a character that seemed energetic. To make an abstract character “energetic”- boy! that was tough! But hats off to our animators who made it all seem simple.
Visualization
Now we brainstormed for a storyboard. We had to see to that the script was logically represented in the storyboard. After a lot of planning a storyboard was created that explained all the different scenes in great detail.
Animation
Bringing the story board to life is not as easy as it sounds. Every scene had to be engaging and relevant and yet had to flow smoothly into the next. But this challenge was met head-on by our animation team. They had to rely a lot on AE Expressions- the graceful transition that you see, the lack of conspicuous jerks in the video etc. are a result of this.
Every scene was crafted with a lot of loving care but if one scene has to be mentioned as the highlight of the video, it has to be the scene towards the end – the “more happy customers” scene. Yes, the scene is breathtaking and creating it was no piece of cake either. Our animators had to face an uphill task of taking one customer and then converting it to a veritable collage of customers spelling out the words “More happy customers”. It involved working with more than 500 layers and a lot of planning. But they managed and, I think, managed very well!
(Interested in seeing exactly how this was achieved? Click here)
Team Involved :
Animations : Saravanan.R and Dinesh Kumar
Script : Vimida
Creative Direction : Udhaya Krishna
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