- Outcome: Increased brand awareness among target audience by 30%
The client asked to convey the message that EVERY entrepreneur is a superhero. We wanted to make this story more down-to-earth and relatable for every viewer. So we added a twist where we transition from the imagination to the real world and show that our heroes are only human.
Colorscript
Sasha Kakora, art director
The fantasy world is an abstract space with an affirmative act. I chose a limited color scheme to highlight the unearthliness and dangerousness of the environment. The real world, on the opposite, is extremely clear and calm. It’s filed with details and therefore its color range is more versatile.
Main characters
Denis Pisarev, character designer
The most tricky part was creating congeniality between the elements of these two settings. As a result we developed a combat portafilter, a Pastry Monster and a coffee-bean-snake.
Denis Pisarev, character designer
I had a very challenging task developing characters for two different spaces: the real world and the fantasy world.
Backgrounds
The fantasy world is a stinging coffee desert, mesmerizing and dangerous place where many surprises are lurking under the sands. The dynamic lines of the dunes and rocks are supporting the main act.
The real world is a coffee shop where the main character struggles with an enormous amount of orders. The background is filled with detail that convey a sense of chaos.
At this point a future employee enters the coffee shop and offers her help. Everything is neat and gilled with light behind her back.
The main character is swamped with work and surrounded by chaos.
Animation
Every animator is a fan of the Japanese anime as a genre, which served as well during this project. However, our objective was never to copy the style. It was more about using its’ expressive powers to tell our story. As this story is very dynamic, we didn’t start with a photo script, instead, we went straight for the animatic. It was a great pleasure to work with Kirill who added a lot of his personal energy and vision into the initial script.
Kirill Blumenkrants
Most of my colleagues-animators are either self-taught or went through classic hand-drawn animation schools. At the same time, many of us dearly love Japanese animation and always try to peek techniques to make their work more spectacular and expressive. It makes for an interesting fusion of styles. I call it “anime-fusion”
It was a great challenge to fit in so many events in a 30-second video. Specials kudos to the whole team who kept on working really hard under the stress of the last few weeks. I hope that you will enjoy the result!
HeadHunter is an employment assistance service that helps staff both: big companies and individually owned small businesses. We developed a fusion-anime video “Individual doesn't mean alone” to convey this idea.
Series:
