The Ask
For this project, I was asked to create a 30 second spot that promoted 3 new offerings of Guitar Center while also exploring new styles for their motion graphics branding.
Moodboards
First, I wanted to help narrow down the creative direction for this project so I decided to send over some moodboards and mockups. I worked closely with their creative team so I felt comfortable showing the whole process to get their thoughts.
I ended up creating 3 style that I felt would work for their needs. Collage, which allows the use of mixed-media and photo assets, a more vector and video based style that would utilize more of their music and finally a silhouetted vector based style that is a bit more sleek and stylized.
Design Storyboards
Here are all of the key frame designs I made for the client. They ended up picking the collage style after looking at a more mockups. In the end, we decided it would be best this way in order to include more real photos and videos of the products. These are also what we ended up agreeing on before moving into the animation phase.
Animation in After Effects
Here are a few GIFs showing how everything was made. Most of my scenes I used the 3D camera in After Effects. I like adding subtle camera movements and depth of field and I find it much easier once everything is converted into 3D.
My favorite part is the "Get Hands-On" scene where the camera pushes forward through this large sea of guitars. I like that I added in multiple foreground and background elements. The hardest part was just coming up with a concept. It took a long time to agree but once we did, I felt like we had a good system.
THE RESULT
Final Video