Sunlight hiking

Case study video

Scope: Art Direction / Design / Lead Animating

T&A Ogilvy created their first-ever data-driven content marketing campaign for their client Sunlight with a series of modular videos categorized by keywords mixing to a tailored for individuals experiences.

* All data and statistics belong to T&A Ogilvy

* All product materials belong to Sunlight

* Because this video's concept was mixed media, some of the stock materials are heavily borrowed, which will be credited at the end of the project showcase

Casestudy_final.mp4

This was my first ever long form animated video project, all i had done before this were short motion clips that are under 10 seconds with very simple motion techniques. Needless to say this project was quite the struggle since I had to come up with a lot of frame transitions and movements that I've never tried before. Nonetheless, this was also my most exciting and favorite project to work on for the challenges it delivers and of course for all of the experimentation I was allowed to try on so I'll be talking more about the process of this project than the others .

Mood video:

I first got the brief from An Hanh (my senior/Partner for this job) saying we're going to make a case study video for T&A's last campaign "Sunlight Hiking-Data Driven Content". An Hanh has already thought of an outline for the flow and as we discussed the concept of "Mixed media" came to our heads.

As An Hanh finished up her script, I went to craft up a mood video based on the references we found on pinterest. Although the final video's mood and vibe were very different from this mood video, it still shows how the overall animations and look that we wanted.

Sketches:

After presenting the script flow and the mood video to our CD, we got a greenlight to move on and started discussing the flow of the visual to match with the flow of VO that An Hanh wrote, at the same time sketching down frames in thumbnail sketches and notes of animation or elements of layout.

Styleframes:

I crafted up some style frames based on the sketches, since this campaign is directed towards Vietnamese, I thought it might be a good idea to bring in some of the Viet elements for but make it in a new, funky, experimental way using cut out materials from paintings of famous Viet artists (Mai Trung Thu, To Ngoc Van) and pictures of famous influential Viets (madame Le Xuan, queen Nam Phuong,....) or even the famous ancient Viet mythical creatures ( Rong, Nghe,...) During style framing, some shots were changed from sketches.