ARMY: NEXT LEVEL

The Ask: Part of a large multi-piece campaign for Army, my team was tasked with an exceedingly rare graphic-heavy execution for a spot set at an army research/training facility, featuring Mallory Swanson. The Army has very conservative brand voice and strict brand guidelines, especially as it pertains to motion design. Given their meticulous attention to those guidelines, it was imperative to ensure that the client was on board with every one of the 50+ graphic deliverables, before it was deployed in the first round.

The Process: Early involvement, and daily collaboration were crucial, working in-tow with the entire video creative and marketing teams.
We were able to get animated charts, graphs, trajectories etc. approved and locked long before the shoot date, which created an early ‘pattern of approval’ mentality from the client. It was a 4-designer all-in team effort.  I created all the on-screen graphics, and worked with 2 art directors who helped with comping and the 3D wireframing element. Stylistically, the key to a tech-centric, graphic-heavy execution of this nature, is subtlety and accuracy in mapping to the scene. The more you don’t see the better we did our job, as the graphics in most cases were meant to be life-like additions to the ‘real word’ of the scene. In this sense, we fully achieved that goal.

ADDITIONAL DESIGN: ROB CERRATO, JOLAN WOOD, ERIC VAN SKYHAWK

Results: We seamlessly integrated 50+ deliverables into this high-energy fast-moving piece. The client was remarkably happy, and the process was surprisingly smooth for all involved. When design is ‘in the room’ early, creative problem solving is amplified. See the finished piece below.

DIRECTED BY JARED SELTZER