About the Project
Visual Domain was approached by Frontier Pricing to produce an explainer advertisement for their new product; Fast Tracker. After I produced the initial designs, the middle section (discussed here) was deemed not to match the client’s vision. However, the design struck a chord with me and my team so I developed it in my own time.
The script for the Voice Over was provided with little in the way of visual description. The section emphasised in bold below is the section of the animation shown in this project breakdown.
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The original brief was to create a video that showcased the advance technology used by the product to collect and retrieve data on customers. For this personal project I explored the inner workings of a software and how to visually represent something otherwise to complex to describe.
The visual metaphors I used to imply complexity include hard-drives and computer internal structures, data visualisations, customer profiles, network connections and city-scapes. These were combined in an ethereal science-fiction scene to elevate the whole.
I produced the elements in Adobe Illustrator with a standard isometric grid overlayed (see Project Images). Important to the aesteric were subtle gradients of blues.
Small movements were added in many places to indicate activity, including a bokeh overlay and shifting data visualisations.
Lastly, a contrast between the relatively peaceful beginning state and the state after being ‘activated’ for data retrieval was important and emphasised with increased movement, camera panning and audio cues.
Note also how the important beats of the provided Voice Over script are represented with activity in the scene.
As stated, the original concept was dismissed by the client. However, upon completion of this scene in my own time I was encourage by my producer and senior animator to include it in my portfolio.
Lastly, I enjoyed the process and hope to develop this concept even further for a client that provides a technology of great social value.