The Endeavor agency hired me to concept and produce a promotional video highlighting the features of their client's mobile app for their Winter Wonderland event. This project was fun as well as challenging as it allowed me to creatively encourage attendees to download the app while adhering to a fixed time window.

- A quick turnaround time, limiting the full production process.

- A limited supply of app UI assets.

- A broad target audience, necessitating content that appeals to all demographics.

- A maximum runtime of 30 seconds, requiring clear and easily understandable visuals.

After an initial consultation with the client, we developed a working script and a general animation flowchart. The client contributed insights on specific motion graphics text for the video and provided generic mockup app UI screens, which I animated. The phone mockups, designed as 2D assets to appear 3D, added production value without extra cost.

Due to the tight timeline, traditional storyboards were not feasible. I immediately began animating, using the script and flowchart as guides. I divided the script into scenes, created visuals directly in After Effects, and sent static screenshots to the client for near-real-time approvals. This method, supported by the client's prompt feedback, allowed for efficient scene revisions. The final step involved adding music and sound design to complete the project.

- The project underscored the importance of flexibility and adaptation to various constraints, like working without a full storyboard or a traditional script.

- For a 30-second time frame, it was crucial to make app visuals and on-screen text clear yet concise. Along with relaying on clear UI animation, the client's specific copy points were pared down to create the final on-screen content.