ABOUT

Brand: Lucky Pants - an online gaming brand at Spacebar Media

Brief: The lucky pants brand was going through a full rebranding process, and this process was nearing its launch deadline. The Lucky pants brand owner, head of copy & my creative director approached me with a concept for a retention based motion graphic campaign. The main purpose for the campaign was to put the brands already existing customers base at ease - even though Lucky Pants has gone through a re-banding, at its core it still holds the same values and beliefs it always had and is still the best place for those loyal customers online gaming needs.

During our first kick of meeting the senior stakeholders voiced the story they wanted the video to narrate. I expressed that the volume of content they wanted to fit in a 16 second video wouldn't be possible as there was just too much content they wanted to share for one short video, so I suggested breaking the video down into three separate videos.

1. A quick (5 seconds) punchy logo revealer motion graphic.

2. A 15 - 17 second dynamic and punchy video explaining that Lucky Pants has changed but is still the number one place for loyal customers to play online.

3. A slightly longer motion graphic which goes into detail about the rebranding but in essence the core values and brand values all remain the same.

Theme/process: For the theme of this campaign the Apple "don't blink" iPhone X launch advert was a big influence. It's fast, punchy & rhythmically driven. As a result of all these combining factors the advert builds an emotional connection with its target audience, and this is what I wanted to achieve with my launch trailer. I circulated the ad with my stakeholders and they all bought in with my concept and we all agreed that this is the right direction to go down.

Some of the more technical challenges of editing this video was the mobile, the new Lucky Pants user interface (UI) which was designed by the Ui-Ux team supplied me with their Ui art-boards. I then exported those art-boards into Adobe Illustrator and converted them from .Svg's to vectors and imported them into Adobe After Effects and animated the Ui to simulate a realistic scrolling motion. Like what a person would do if they were interacting with a website on a mobile.

I then sourced my 4k footage of an iPhone Xr removed the green-screen background and used a software called "Mocha" to track frame by frame the movements of the mobile screen, I then imported the data Mocha collected back into Adobe After Effects and used it to superimpose my scrolling Ui animation onto the iPhone Xr's screen.

I also helped hand pick all of the footage of the people in the ad with the Lucky Pants product owner, I used a mixture of Adobe Premiere Pro and After Effects to chop and edit all of my assets and make them fit into one master After effects file, I edited all the assets to fit in perfect sync with the music track. The end result is a punchy, dynamic, fast paced video content with a tone of voice which speaks to Lucky Pants demographic.

Achievements:

- Working collaboratively with multiple different departments which included senior level stakeholders from retention, marketing, design, copy and Ux-Ui.

- A new style of art direction never before used in-house at Spacebar Media

- Using an innovative style of storytelling and narrative driven video content which builds an emotional connection with the Lucky Pants audience

- Using multiple industry leading video editing software's to edit and compose emotive and compelling content to retain existing customers during a rebranding global launch

- Story-boarding

- Going through multiple pitching rounds with many different departments and senior level stakeholders to critique and refine the final content so it’s ready for the global rebrand launch

- Meeting extremely tight deadlines

- Keeping the product owner and copy-writer very aligned with every step of my progress