PROJECT OVERVIEW
In 2015 I received an announcement from Roland DG HQ (Japan) that the company would embark on an ambitious contest for its customers. A platform intended or Roland users to demonstrate their creative talent through the submission of 60 second videos, demonstrating how Roland DG had benefited their lives and or businesses.
Provided with little more than the project’s premiss, a logo and a colour palette - the challenge then faced by the local business units was how to promote and manage such an undertaking. Furthermore this project was identified as significant testbed to demonstrate the benefits of delivering EMEA wide brand and marketing campaigns with a single centralised team.
Creative Pitch
Visual Steer
Visual Steer
Tasked with the proposal for an engagement pitch, my primary consideration before undertaking any creative was that any content created must be suitable for audiences across Europe, Africa, and parts of Asia.
A key objective was to create a universal concept that did not culturally align with an individual culture while being versatile enough to transpose the concept into 10 languages. I established the most versatile and practical method would require motion graphics, this approach allowed for the greater scope for localisation and centralise production.
The pitch’s storyboard would perform as style brief and narrative guide, supported by live action footage and transition examples – providing internal stakeholders with a concise overview of the proposed final piece.
Production
Pre & Post
For the motion graphic titles to be both accessible and translatable the master animation was created in German and English. Composition and timings were established to ensure translations could be accommodated and remain legible.
With support from local business teams the master was translated into 10 languages including Russian and Turkish. Created in Adobe Illustrator and AfterEffects, external creative support was not required and ensured the video was delivered at zero budget.
Transforming animation tests
