Standing out on social through stop motion
Sprout Social Index
Creative Strategy, Art Direction, Social Campaign, Stop Motion, Digital, Art Fabrication
For businesses to succeed on social, they need to stand out — according to Sprout Social’s data report, the Index.
Our creative team was challenged to drive traffic to the report, which centered on social media’s role in accelerating business transformation and the need for differentiation. Taking a cue from the report’s insights, we delved into an unexpected medium: stop motion.
Working with a multidisciplinary team, I led the conceptual approach which set the vision for translating the digital report’s 2D data-centric visual language into a physical 3D world. We used blocks, spheres, domes and cylinders to represent the characters of the story, and employ stop motion techniques to convey the spirit of the message.
Working hands-on, I explored composition and color studies using wooden blocks, until I had developed a culminating “stage picture” and “cast” for our story: The Stodgy Competing Brands, Unique Modern Brands and our Visionary Hero Brand. And then collaborated with the project team to bring the story to life.
We went beyond the video ask, integrating still photos into web and social assets, elevating the campaign to a level of cohesion we had yet to achieve in our cross-discipline work.
Oh, and the video was a success, too. It garnered nearly 16,000 organic social impressions and outperformed static assets on paid social, resulting in a number of direct leads.
COLLABORATORS
Video Direction: Kerri Pang; Stop Motion + Edit: Moll Nye; Script: Heliz Mazouri; Visual Design: Katie Powell; Animation: Greyduck; Sound: BAM Studios; Creative Direction: Lizz Kannenberg