Crafting a sustainable solution.
We used a ‘paper’ canvas to give the film an overall look that would feel familiar to our target audience. This was overlaid with a subtle shading animation that flickered on and off throughout the video to imitate a recyclable material. To mirror the world’s move from single-use plastic to sustainable product materials, all the design elements were illustrated to look as if they were made out of paper or cardboard materials too. To add impact and reinforce the story, every illustrated scene incorporated relevant graphics which depicted real-world environmental problems or solutions. For the voiceover we had to find the right balance between using specialist terminology and presenting the benefits to a broad general-interest audience (without sacrificing Autodesk’s technical credibility).
Next, we hosted the video at the heart of the campaign page and created teaser ads, designed for social media. Each social ad was a cut-down of the video and covered a different benefit of the EC3 tool. The idea was to intrigue and motivate our audience to click through and find out more.