Brief
Janes required a new brand awareness campaign, focused around their latest technology offering. The business wanted to make a feature of all the multiple methods in which this new technology filled a gap in intelligence. The proposed project was to create a campaign centered around a use case of the product, to showcase its various abilities, and develop collateral around the focus of the use case, most likely a piece of military equipment.
Development
The process comprised of reviewing the existing materials already developed as part of the Janes Intara brand, and experimenting with methods to expand it beyond the original design. This was decided early on in development to lean more into the target audiences and demographics. An initial challenge was to identify a way to catch a visual that helped to spoke of the use case, was eye catching to the target audience, and demonstrated the product versatility. Early designs aimed at a more abstract approach, but did not resonate with focus groups, and the copywriting required a leaner approach
Production
I succeeded in pulling together new ideas and copy to generate a lead visual that focused more on the equipment included in the use case, and dynamically altered it to the intensity of a strategic situation, with a well recognized piece of equipment, and layered in the idea of being able to extract every detail, using the overlaid graphics. We then brought this into the rest of the collateral, providing my team with the assets and tools to reproduce collateral for social, print, digital advertising, events, and video.
Video Production
The video was the lead piece of content for the campaign and needed to communicate the use case quickly and effectively. The script was already provided, and I adjusted slightly and story boarded the process. I worked together with my video editor to create the final video, using After effects, Premier, and plugs in Plexus and Element 3D to produce the final material.
Digital adverts and other collateral
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