Agency: Two Tractors
Client: CarmData
Project: Red Book Business Management Software
Role: Art Direction, 2D Animation, Illustration
Platform: Social / Online video
This brief required an animation for the launch of Red Book book-keeping software by CarmData. I needed to show a traditional record-keeping book as an out-of-control, chaotic monster-like creature before transitioning into the zen-like calm of the new sophisticated app service.
The concept and script had been established already and the client was open to ideas about how to realise the project through animation. I decided to use colour and design to emphasise the two parts - chaos and control. I used bold and angry red, black and yellow colours with graphic elements building and cluttering the screen. The second section contained muted cooler blues, greys and white, suggesting a sense of control and calm, with the graphic elements neat and symmetrical on screen.
Book-keeping isn't always the most engaging topic so being provided with a well thought out visual concept, incorporated into the script from the start, made it so much more effective to create something fun and visually interesting.
An animation for the launch of the Red Book software by CarmData. The brief was to develop a traditional record keeping book into a monster like creature which causes havoc and chaos before transitioning into the zen like calm of new book keeping software.
