Straits Times | Promo Animation
The Challenge
ST: We need a campaign to help distinguish the different products currently on offer to help our audience with their purchasing decisions.
The Process
The content funnel is the perfect model when there are lots of messages to communicate to an audience at varying stages of the decision journey. At the top of the funnel would be a hero animation that focused on high-level awareness of all the packages available. This funneled into individual explainer animations to detail each of the packages and who they were ideal for.
If sales are part of the brief, then it’s important to grab attention. And in order to grab attention, it was important for the treatment to have a look that felt new and fresh but still familiar. Inspired by the emerging trend of collage art online that utilised mixed media cutouts to make new and interesting compositions, it felt like the perfect direction for the ST visuals.
The Outcome
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