Quewey is a question and answer site— unlike many we see around the internet. What differentiates Quewey from the multitudes of other similar sites is the fact that Quewey is a platform for sharing business questions and answers ONLY. The video had to establish Quewey as a forum for posting Business questions and getting professional answers.
How we approached it
The video had to have a fluid, non-rushed quality to it. We did not want to cram the viewer with information about how Quewey works, or the interface etc, we wanted to whet the viewer’s appetite and showcase Quewey’s marketing message. We wanted to create a high-quality video, that would look as professional as the message it was conveying.
With inputs from the client, we zeroed in on a style that would combine very creative Motion graphics with simple Kinetic typography— or text-in-motion. We decided to go without Voice over for this video. We chose words from the script that could be well brought out through the medium of motion graphics and decided to animate those words.
For the background we chose a standard grey color, because it lends itself very well to creating contrasts. Objects on a grey background will always stand out. The whole video had vibrant colors juxtaposed against duller colors. And there was a sort-of see-saw of colors happening throughout. We use monochromatic shades in the foreground, as opposed to the analogous color scheme of the Quewey PCP video.
Script played a very important role in visualization. It was vital to the video. In many ways, the script itself became the main character of the video. As written above, we selected the most-important word in each sentence to highlight it through graphics. We did not want any of the graphics to look repetitive and each section has graphical elements and motion graphics done specifically for that section. The video used “real” elements to a large extent, but these real-elements had been created by our animator and were not stock images. Texture overlay and patterns were used deftly to create that realistic feel.
Keeping with the fluid theme, we had animations done in a very fluid manner. A special feature of this video is that one shot is not distinct from the other- each shot flows into the next, giving a poetic rhythm and grace to the video. As there was no voice over, the animation was 100% music driven. Each element, every animated nuance coincides with the beat of the music. The animation style, i.e. the type of motion graphic done, also varied for each sentence.
So overall, while each sentence was separated by the graphical element and by motions used for it, the entire script was united by the flow of the animations— one shot into another— and the music, and of course, the content of the script itself.
If you are looking for poetry in motion graphics, the Quewey video comes pretty close to it.
Animations : Albino
Script : Vimida
Creative Direction : Gopal
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