Hopscotch Design Festival is about coming together and sharing ideas. For a few days thinkers, makers and storytellers make Raleigh an epicenter for design thinking and collaboration. So when local agency New Kind approached DASH to be the official motion design partner for the festival, we were all in. Our first step in the process was determining engagement: how do we attract new conference goers, engage them at the conference, and encourage them to return the following year? It all starts with a cohesive package of content that targets audiences before, during, and after the event; here is how we did it.
To start, we focused on materials: what content do we have from last years conference and how can we weave that into the current hopscotch brand. New Kind developed a look for the festival that leaned heavily on textures and color treated photos which gave us a place to start.
Using existing footage from last year, combined with a dynamic graphics package, we created a Hype video that is all about energy. The goal of this piece was to encompass the emotion of previous conferences and encouraged attendance for future ones.
We were also conscious about the versatility of the content. Along with the Hype video, we created a series of social titles that served two purposes: generating awareness and reinforcing the brand. The short speaker introductions could be shared across social media before the event and were also used to introduce speakers during the conference.
We had two major videos planned for the conference: an opening video to kickoff the two day event and an installation to activate it. The opening video was incredibly important to the campaign because it would be the first interaction for all attendees of the festival. We decided to tell a story about Raleigh. A story about thinkers, makers, and storytellers coming together to share ideas and improve the community. The closer we got to the event, the more animation we introduced in all the content. We used live action to tell the story of where Hopscotch has been and animation as the conduit for telling the story of where Hopscotch is heading.
We wanted to share a snapshot of Raleigh's creative community and the places where Ideas begin and resonate. Starting with imagery of early morning conversations, the camera moves about the city, stopping at iconic areas critical to Raleigh’s identity as people collaborate and share information. As the evening approaches, everyone begins to congregate at City Plaza where their ideas are constructing something big. But what? It’s not until the end that we realize the community has been building a huge “H” made of everyone’s ideas. The camera pulls back, fades to the logo, speaker comes on stage… “Welcome to Hopscotch Design Festival.”
The final piece to phase two was our Crowdsourced Animation. New Kind needed help activating Wristband City: an area of Raleigh's Convention Center where all attendees of the festival would pick up their tickets. Since the festival was all about collaboration and sharing ideas, we thought it would be fun to create an installation everyone could be apart of. To start, we designed a ten second looping animation to highlight Hopscotch. Traditionally animation is made up of 24 frames per second, but we found we could reduce that number to 12 frames per second without losing too much quality. We then printed out all 120 frames that made up the animation and gave patrons of the festival the ability to color in each frame however they pleased. Then they could scan in their animation and watch it populate on screen in real time. It was a fun way for conference goers to interact directly with the festival.
Our follow-up to the conference involved recapping all the content. We circulated all the social tiles across different channels to drive viewers back to the site, posted a version of the opening video for attendees to share, and created a summary of the crowdsourced animation so patrons could share their designs with friends and family.