The main marketing message New Option Realty wanted to convey was that by opting for New Option Reality, the agent fee would reduce considerably because while traditional agents charged a percentage (up to 3% at times), New Option Realty charged by the hours of work done by the agents.
How we approached it
We did not want it to sound like a “marketing” video. We wanted to explain the benefits of New Option Realty . While the script itself might not have been humorous, we decided to tackle the animations in a lighter vein. As the topic itself was serious, we did not want to bog down the viewers with really serious (read boring) animation too.
As the entire script spoke of the sufferings of a person wanting to buy a home finally ending in the solution – New Option Realty, we decided to use characters for the script. We would use cartoonish humans with funny facial expressions.
The background was a textured green, that was soothing and conveyed depth—it could be used to depict open spaces, indoor locations and open frames. The houses were brilliantly colored to add a little energy to the video. We used different colors for various houses to reflect variety.
Though the characters had to be close to stick figures to make them look funny, we wanted to give them a little “flesh”. The costumes were similar yet, no two characters dressed identically. We paid a lot of attention to the faces. The protagonist searching for home looked innocent. The traditional agent had a little bit of evil to him, the New Option Realty agent looked warm and friendly. Both the agents had clothes that were similar in color but actually very different- the traditional agent was in formals, while the New Option Realty agent was in a sweater. House owners 1 and 2 looked different too.
The visualization was basically done to determine the colors, the kind of reactions and different possible expressions, and the various types of houses. We tried to minimize the assets but paid a lot of attention to what was really important- the houses and the people.
The animation had to be creative. As said earlier, the script itself was not humorous, we had to add visual humor to it. That apart, the VO had to go very fast and the animations had to match it. Having said that, it was also important that no message get lost, given the fast animations.
This task was deftly handled by our visualizers and animators.
Animations : Mahesh
Script : Vimida
Creative Direction : Anil
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