Full Platform Promo
Culture Amp offers a suite of tools that help companies build a better employee experience. I've created videos for them previously that highlight aspects of their solution. But this time they approached me to create a new video that helps the audience understand Culture Amp as one comprehensive tool, rather than several individual ones.
My Role: Animation, styleframes, storyboards, sourcing music & stock footage, script consulting.
My Role: Animation, styleframes, storyboards, sourcing music & stock footage, script consulting.
Art Direction: Nicole Dominic
Animation: Sara Farnsworth
Styleframes & Storyboards: Sara Farnsworth
Final Design: Rendell Ascueta
Producer: Grace Hollows
Animation: Sara Farnsworth
Styleframes & Storyboards: Sara Farnsworth
Final Design: Rendell Ascueta
Producer: Grace Hollows
Script
I workshopped a provided script with the Culture Amp design team. Our focus was editing it to the desired length, improving cohesion and clarity, and giving it a more personable tone.
Bringing a human element
We felt it was important to start the video off with a human element to best convey a story that celebrates and supports employees as key to a business's sucess. I explored several directions for this, and the Culture Amp team chose to go with the third option. It was fun to explore bringing stock footage into an otherwise typography and shape driven video.
1) Exploration using employee photography from Culture Amp
2) Exploration with existing brand illustrations
3) Exploration with stock footage and typography
Showing the product experience
The Culture Amp team wanted to show a journey through key benefits of using their platform. They shared a bunch of screens from their product with me, and I designed storyboards that abstracted the product experience in order to highlight each benefit.
The style of the video was built on art direction from previous videos. The Culture Amp team let me explore some new approaches, like using larger shapes and breaking the frame edge for a more immersive feeling.
The style of the video was built on art direction from previous videos. The Culture Amp team let me explore some new approaches, like using larger shapes and breaking the frame edge for a more immersive feeling.
Some styleframes from my final animatic
Animation
After creating a storyboard, I like to test out these ideas in an animatic. This way I can refine the flow of the whole video together with the music and voiceover, and identify any areas that need to be reworked. For this video I created several animatics with style frames I designed, then passed it over to Rendell at Culture Amp who took the designs to the next level. I then began the polished animation with his finalized designs. Thanks to the solid pre-production we did, the animation process was very smooth.
Deliverables
I animated a minute long master version of the video in 16:9, and adapted this version to create a 15 second edit. I delivered each edit in 1:1, 4:5, and 16:9 aspect ratios, so they could be used for social ads on various platforms, and on Culture Amp's website.
15 second cut in 4:5 aspect ratio
It was a pleasure working with the Culture Amp team again, I’m proud of how we were able to evolve the visual style and convey their message.
Client Feedback
"We have worked with Sara on several projects here at Culture Amp and all have been delivered with finesse and to such a high standard. Sara’s expertise in all-things video is unparalleled and we value her as a creative partner on projects. A great collaborator with an exceptional eye for animation - she really takes the visual narrative to another level. I look forward to working with Sara on many projects in the future!"
— Grace Hollows, Production Lead at Culture Amp
