Client:

BYD

Task:

Generate 3 original 20 second videos using BYD's graphic package for their "Test Drive De Tus Sueños" (Test Drive Of Your Dreams) campaign. All videos must communicate in a precise and simple way, each step of the process in order to participate in the contest. Each version must have a different look / layout.

Development:

BYD's graphic package included:

• Brand guidelines.

• Storyboard (draft)

• Car photo.

• Campaign logo

• Icons for each step.

The animation had to be split into 8 main sections.

1. Logo Intro

2. Call to Action

3. Step 1: Test Drive

4. Step 2: TikTok dynamic.

5. Step 3: Warning

6. Step 4:  Social media tags

7. Step 5: Following

8. Phone QR Scan.

The first main problem to overcome was to fit an 8 step sequence in 20 seconds, the original draft for the script wasn't written with the foresight of having to be read in a short amount of time, the first storyboard had the same problems design wise, with my technical knowledge along with my creativity, I was able to propose a much more effective script and storyboard that would translate well into the animation process.

The logo intro animation was designed to be short and engaging.

The CTA section was split into two parts, the main text animation which was designed to be fast and easy to read, and the car moving into the frame.

For the car the more complex part was animating the wheels, because it wasn't like animating a rotating circle and call it a day, but it had to respect the perspective in 3D, in a 2D environment, therefore an original technique was employed in order to achieve the desired effect.

Early on I knew the animation for each one of the icons had to be special in order to naturally transition from one to the other, therefore I employed several techniques such as match cuts, overlapping and morphing animations that made it come across as a singular cohesive animation which would used in all three versions of the video.

Extra elements were animated such as the stars in the sky, the clouds moving slowly in the background, the car headlights and reflections in their windows, and the phone loading up the TikTok page from the QR.

Of all three versions, the one that surprised the client the most, was the one with the cylinder at the center, which functioned as the elevating platform for the car, aswell as the surface for the "screen" in which the steps were meant to be displayed, resulting in the most unique way to layout the relevant information.

Here are the other two versions: