PROCESS
MARLOWE – SOCIAL CAMPAIGN
For Marlowe’s social media campaign, I directed a team of two designers and one motion designer.
My philosophy as a director is to help and inspire the designers to do their best work. I try to be specific but also give plenty of room for the designer’s own thoughts and ideas. My job is to keep consistency across the campaign in addition to aesthetics and effectiveness.
EVOLUTION OF A SOCIAL GIF
FIRST PASS
The first pass of this animated GIF is fairly basic but I felt we could do more. My direction to the designer was to tell a story. Use more than one clip. Animate the dialogue in an eye catching way.
FINAL VERSION
The designer did an excellent job taking direction and after a few more rounds, we ended up with an impactful GIF that is visually exciting and has something to say.
EVOLUTION OF A SOCIAL VIDEO
FIRST PASS
The first pass of this 30 second cut is a good start but needed to be pushed further. My direction to the designer was to make the text animation more dynamic and varied. Have the clips interact with the text. Make the animation underscore the meaning of the dialogue. Emphasize important words.
FINAL VERSION
In the final version, we see the video and the animated text are more connected. They support and elevate each other. The video is exciting and moves. And as is so important with social, it’s is just as effective with no audio.
EVOLUTION OF A TAKEOVER VERSION 1
This was the first pass by the designer of a homepage takeover. The main issue here is the disconnect between the date/CTA and the title treatment. You want the user to associate the name of the movie with the release date.
In the next and final pass, the date is now locked up with the title treatment and the copy line helps fill some empty space created by the shape of the key art. A tighter and more clear design.
EVOLUTION OF A TAKEOVER VERSION 2
This was the first pass of an alternative look. The main concern is the disconnect between the elements on the page. While I understand the designer was trying to fill space in the unit, the flow of the information is more important.
This was the final pass by the designer. The copy line now flows to the actors which are locked up with the title treatment. It’s a more cohesive layout and a better read while staying within the confines of the safe zone and keeping the video window as big as possible.