Marketing Message
Formvote is a place where you can get opinion on anything from your peers. The client wanted to convey a simple message that with Formvote making decision became easy.
How we approached it
As the process involved was simple, we decided to bring out the simplicity of it through the video. We showed various times in a person’s life when having a second opinion would have helped and explained that it was exactly what you got with Formvote. We did the same in a very conversational tone, making it funny by taking incidents from real life situations and then by looking at it in a comical fashion.
Style
In-keeping with the light tone of the video, we decided against complicated animation. In this video, our mantra was to keep it simple. We selected stick-figure-like animation and tried to limit assets.
Colors
Pleasant, realistic colors were chosen for this video. Various shades of orange are prominent in the video, although we have use a lot of other colors as well. We also kept in mind the background of the home page— blue and created a video that would contrast well with it and therefore standout.
Characters
We knew that the protagonist had to be a teenager or young adult, because that is the target market of Formvote. We decided to go with a girl-lead character. We thought of typical situations where a person would need opinions and added other minor characters in keeping with this to add a lot of fun and comedy to the situations in which our lead finds herself. One other character of some prominence is her friend with whom she has an argument. There are also a few friends we see at the Halloween party. There are a few people in the background, in a coffee shop, whom we animated as she passed by the scene to lend proper detailing. We also had other friends appearing as pictures in Formvote. There are some more characters that make their presence felt without being visible on the screen.
Visualization
Simple, neat and basic visualization was tried. We did pay attention to the detailing—for example the background in the outdoor scenes or the items in the Halloween party. As I mentioned in the previous point, we made it a point to even to make people sipping a cup of coffee in the background move and add to the reality of the video. We had a client who helped us a lot with feedback in various stages and it definitely improved the end result. The script gave a lot of clue as to how the scenes would be set up and we stuck to the basic framework of the script. We added touches of humor at every possible place.
Animation
The animation took the Visualizations a step ahead. Keen attention was given to expressions. All exaggerations were done for comedy without losing the “real” feel. We did not use any third party plug-in for this video. We had given a lot of importance to the voice-over. Our talented artist gave us several takes till we were thoroughly satisfied. And then we paid the same attention to the sound effect — we had to get it just right, have fun but yet not sound forced.
Formvote video was one of the most fun videos because of the planning that went into it and also because it had an unconventional flow. The story lent itself to humor and it soon came to life with the right animation.
Team Involved
Animations : Mahesh
Script : Vimida
Creative Direction : Anil Kumar
