Amplifying a program rollout with video.
Role: Art Direction, Design
Background
A team of occupational health and safety professionals were looking for help promoting a new headphone program for operations employees. Previous attempts to raise awareness of the program fell flat, and they were now looking to video to promote the message.
The Goal
The goal was to raise employee awareness about the program and to drive an increase in participation. The video needed to stand out in a busy and noisy environment, but still deliver nuanced information. Stakeholders also wanted this message to be understood by viewers, even if audio wasn’t present.
The Approach
We approached the project producing a single live action video with a voice over and a blend of 3D and 2D motion graphics. Live action enabled a story to be told without relying on audio in case environmental noise prevented watchers from hearing audio. Motion graphics created energy and opportunities to highlight program workings in an eye catching way. While the program had predetermined colors, the palette needed better contrast to meet accessibility standards for on screen text, and to increase legibility of text and visuals from further viewing distances.
The Result
The final piece was pushed through email, apps, social, and digital signage along with static companion materials that directed to the program’s sign-up page. An on-screen CTA with scannable QR codes and URLs throughout the video allowed viewers to take action immediately, without needing to watch all the way through. The program saw rapid adoption within weeks of launch, and the program owners credit our work with this rise in adoption.
Some key moments:
Some style frames from my initial creative treatment. The mograph artists used these as references throughout the project:
