Outcome: Brand awareness among target audience increased 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.
I decided to diversify the color scheme of the fantasy world and increase its contrast with reality for the new video piece. The fantasy world is flashing with bright colors and mood swings, while the static, calm real world is filled with monochrome.
As opposed to the previous video, this episode has an accelerating tempo and a sharp state transition: from the philosophical contemplating of the upcoming battle and anticipation of the victory; to the complete despair and horror before a huge electric dragon. The color of the environment not only rewardingly presents the frightening monster, but also helps unveil feelings and distress of the main character. The colors are also able to rid the dragon of its magical powers and turn it into a harmless creature.
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.
We chose Asian setting for the fantasy world with its pacifying scenery and impregnable mountains. They contraposition themselves with the danger of it's habitants. We had to pay thorough attention to the details this time because the backgrounds are in such close contact with the main character and the monsters.
The real world had an easier solution: it had to give a sense of construction works.
This is where the assistant turns off the master-switch and saves the main character.
The main character who is plunged into his thoughts while being tangled in the wires is very happy to see someone come to his rescue.
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.
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.
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