INTRO
I was tapped to help invigorate a 150-year old travel company's video and motion graphics assets for their anniversary on social, paid and organic campaigns. I also created designs for OOH, billboards, buses, and travel shelters.
While the company possessed a large database of beautifully curated static images, they were not as robust in the video and motion graphics department.
The company needed more users to connect with the visuals and locales, so using motion, I could convey emotions and intent that static images could not.
KEY CHALLENGES
Finding the subtle balance between which elements to animate, how to animate them, and not overpowering the creative while maximizing the effectiveness of the visual, was the perfect axis I was seeking to merge together.
KEY FEATURES
I had to take a different approach, as Holland America's demographic is more mature, many of the types of motion graphics that work for younger demographics, needed to be refined for Holland's target demographic.
No glitchy, fast movements, instead, more eased and relaxed animations were coupled with scenery that was animated not to overstimulate but to draw the viewer in to digest the marketing messaging.
IMPACT AND RESULTS
I throughly enjoyed this year-long project. Great team, very organized, supportive and structured. From the stand-up meetings to the review/approval process, it was a very educational experience and it was a net gain on both sides.