Promotional Video For New Logo Design

 Creative Process 

When it comes to this prototype I do have a little experience with editing videos. However, the program I used at that time was Sony Vegas Pro. This time around, I figured it would make more sense to go with Adobe After Effects and use this opportunity to play around a bit more with industry standard software.

At first I wasn’t sure how to go about planning the video, but eventually I started by picking a short song that I could use for the backing track. The website I got the audio from is Pixabay.com. I used the audio as a guide to more or less plan out how many transitions and/or edits I wanted to use, and then sketched a rough storyboard.

For inspiration, I used the promotional video from Burger King’s rebrand to more or less get an idea of what style of motion edits I should incorporate into my video.

My goal with this was to make a short but snappy video that would grab the viewer's attention. Hence, starting the video with the phrase ‘Are You Ready?’. The transitions I used were fairly simple, to cater to my skill level but also this form of video did not require anything over the top as it would take away for the purpose of promoting the new logo design.

Development

Creating this video in After Effects was a little tricky and time consuming at first due to my lack of proficiency, however, eventually I did get a hold of things. I started with putting markers along the audio layer so that I would know where each shot needed to end. Then I made each shot in order of the story board.

When I finished the video, I showed them to a couple people that are part of the target demographic for Devon. The feedback was mainly positive, however, I did receive two points of criticism. One person stated that I should have included the old logo transitioning into the new logo as some may not even remember what the original looked like. Which after consideration, I do agree with as there are people who do not pay attention to these kinds of details

The other comment I got suggested that due to how short the video is, I should have made it in the aspect ratio of 9:16 to share on social media. At first, I did not agree as my intent was for tv commercials. But after conversation we came to the conclusion that there should be a version for both TV and Social Media to target both audiences.

Final Product