Cord Tools Project Overview
Hoodoo Digital came to us wanting an animated video to explain Cord Tools, their comprehensive AEM toolset for instantly better DevOps for Adobe Experience Manager. We needed to create something friendly because the technical concepts of the software itself are pretty complex. So we had two challenges, first, come up with a script that everyone could understand, and two, come up with the visuals for animation. Hoodoo Digital provided us with their branding guidelines to get started, which was key in developing the storyboards and artwork as depicted below.
Client: Hoodoo Digital
Production: Motifize
Storyboards and Artwork: Motifize
Animation: Motifize
Sound Design: Motifize
Branding Guidelines (Provided by client)
We were pleased with the company’s brand and corresponding branding guidelines. It was friendly, it made sense, and we loved the color palette. The logo was fun and cord-like which gave us flexibility to animate it throughout the video. The branding guidelines gave us exactly what we needed to move on to the storyboard phase of production.
Storyboards
We needed to tell a story here, based on the script, and then solidify it with solid visuals. The client requested that the video go through a journey as if the cord was traveling across the screen. This was super doable because the cord logo offered the flexibility of just that. We decided to give the cord some personality as it played around with the Adobe logo and broke across barriers. After a couple of rounds of feedback, the team at Hoodoo Digital liked what we had developed and we were ready to start the artwork phase of production as seen below.
Artwork
The artwork was based on the branding guidelines, for example the colors and fonts matched what was shown to us in said guidelines. It is important for a company to establish branding guidelines before any visual development begins to insure that all the visuals do not stray from the brand. With this colorful palette we had a lot of creative freedom to display bold and contrasted colors which attracted the viewers attention to where we wanted it throughout the entire video.
Animation
We stuck with a mainly 2D vector shapes in this video. We designed most all of the assets within Adobe Illustrator and then we brought them into After Effects to begin the animation process. The animation consisted of manipulating the scale, position, rotation, and more of the Illustrator assets. We also incorporated a particle effect in one scene as well as 3D in another. Our aim was to follow principles of animation to make all of the movements pleasing to the eye and very fluid throughout the entirety of the video. We were pleased with the result and proud to present it to Hoodoo Digital for their review. The finished video is now featured on cord.tools as the main video to explain their product.
Video
It is always good to see a project from beginning to end. We love seeing our clients put the videos to good use as we did with this one. The team at Hoodoo Digital was a pleasure to work with, and we were proud that we got an opportunity to help their business grow and succeed.
If you are interested in an animated video, please feel free to contact us. We are very prompt to respond to inquiries and we would be happy to show you more of our work and our process.