Liquid | Prime Approve - Explainer Animation

I was commissioned by Liquid Communications to create this 40 second corporate style explainer animation. I was provided concept storyboards which I recreated to correct dimension and prepared for animation with some subtle design tweaks. I then animated the storyboards and revised with the client until they were satisfied. I then prepared a music mix along with sound effects to deliver the final product.

The purpose of the animation is to portray the easy usability and efficiency of the prime approve online service which enables brokers to receive fast approvals on their loans in real time all from one form.

The challenge was to address a serious corporate market already flooded with various financial products at their fingertips in a friendly yet confident manner to get them to consider a new option available to them.

The solution was to use design and animation that nailed the friendly, confident tone we wanted to use. With casually ‘hand drawn’ line drawn vector assets and a warm, simple colour palette our warm and friendly design was matched in tone and personality with confidently swift movements in the animation and clever kinetic typography to keep the viewer on their toes. To reinforce the positive aspects of the animation, at the beginning when the naration describes negative scenarios, a different type of movements were attributed to the object such as jitteryness and wishy-washy direction so there’s no overall flow, which gives a feeling of confusion. This confusion is then followed by a cross animating on and a frowning face. And then we move into the positive realm when Prime Approve is introduce along with the warm orange background, and it’s all roses.

[Asset Management / Design Amends / Animation / Sound Mix]