Explainer Video Creation
An explainer video is an animated video, something visually captivating and concise, which communicates an idea or concept. They are frequently used to sell a product or service.
The Brief
Mombi is a fictional company which I created an explainer video for. The voiceover and brief courtesy of the School of Motion.
Client : Mombi is a [theoretical] tech company with products like an email app, calendar app, maps app – essentially the bizarro world Google.
Visual Identity : Minimalist and uses visual metaphors versus literal messaging
Brand Ethos : Their motto is “Making the Miraculous Ordinary”. Mombi’s mission is to enable instant information sharing to make the world a smaller place.
Marketing Message : The goal of the 30-second explainer video is to communicate Mombi’s overarching brand message in a simple and concise manner.
Concepting
The breadth and depth of Mombi’s brand is vast. Knowing that their logo and design aesthetic was minimalistic, this lead the direction to go for an abstract representation of their company and how they connect the world.
You can see that some of the earliest concepts make it all the way to the final project.
Design
Moodboards
After storyboarding the sequence and flow over the 30-second spot, three mood boards were created for possible design directions. Ultimately we landed on the middle resonating the most with the company’s branding.
Design Boards
In the design process the sketches were brought to abstract-life. The most enjoyable part of this process was trying to find parallels with the real-world application of Mombi’s products in addition to a metaphorical representation. One example is the blue background representing the sky, while the emails drop into clouds which also represent “the cloud”.
Execution
My goal was to say as much with as little as possible knowing there was only 30 seconds! The end result took a lot of abstract objects and incorporated elements that felt alive and organic.
The Final Project
