Civic Credit Union
Civic Credit Union
ROLESCLIENT: Civic Credit Union
AGENCY: SEEZ
DIRECTOR OF CONTENT: Mack Garrison
CREATIVE DIRECTOR: Cory Livengood
EXECUTIVE PRODUCER: Meryn Hayes
ART DIRECTOR: John McGowan
PRODUCER: Ashley Targonski
DESIGN: Sam Bass, Ryan Whiteley
ANIMATION: Sam Bass, Will O’Connell, Zak Tiejen, Arley Cornell, Steph Hallett
VOICE-OVER: Paige Williams
SOUND DESIGN & MIX: Bear Cave Audio
DETAILSSeez contacted Dash to partner on an Awareness campaign for Civic Credit Union, which was launching a new app experience. The goal of this series was to drive traffic to a new how-to series. Each video uses a phone to transport viewers into four worlds, each highlighting a different feature.
DISCOVERYCivic Credit Union wanted a fun series that was eye-catching and engaging, so audiences would be interested in learning more about the new campaign.
The client’s initial vision was for a photo-realistic 3D execution, but we quickly realized the schedule and budget wouldn’t support it. When faced with challenges like this, our team shifts into problem-solving mode. We collaborated with SEEZ and pitched a concept featuring a 3D phone paired with 2D illustrative backgrounds. The client loved this solution, which resulted in a playful and distinctive visual combination.
IDEATIONTo kick off the process, we created styleframes based on Civic’s brand guidelines, playing with color and variations in composition. Styleframes are an industry term that referes to a set of still images that convey the overall look and feel for the project. This allows us to define the visual aesthetic before we commit to designing all the frames and the motion that comes with it. We landed on sticking closely with a limited color palette and the client chose an option which incorporated an offset linework that mimics elements from Civic’s brand.
PRE-PRODUCTIONTo streamline scene approvals, especially with four videos in production, we opted for an unconventional approach. For the first video, instead of traditional, polished storyboards, we developed an animatic and trashboards: an internal term we use to describe the roughest storyboards we can make that get across our idea. This allowed us to prioritize scene composition and timing while the initial video was in animation, with the subsequent three videos beginning production concurrently.
With all of the pre-production elements approved, our team sprinted on the animation. Having four videos in production can be a lot to manage, but we have systems set up to streamline feedback and approvals. The best creative isn’t developed in a silo but rather with teams and systems that are built for scale. Here are a few behind-the-scenes shots from the animation as well as the final pieces below.
Production
48 Final Deliverables
One challenge was the sheer number of deliverables. Because we needed to deliver multiple versions of each video with content in a variety of sizes for different channels, we created all the animations as a 1x1 4K squares that allowed us to systemize the creation of all the cutdowns with ease. So for each of these 16x9 final deliverables below they had twelve corresponding cutdowns for total of 48 assets.
Ready to build your campaign?
Connecting with your community starts with discovery and understanding the strategy behind your content goals. Give us a shout and we can start that process with you today.