Client: Culture Amp
Culture Amp approached me to create a video that shows their product suite as one comprehensive tool for companies to build a better employee experience.
Nicole DominicArt Direction
I began this project with a script consultation. In this phase of production, my focus is on editing the script to make sure it has a cohesive story that accomplishes the key goals of the project. I also suggest ways to make the tone more personable, as well as how we can use visuals to complement the voice over and improve clarity.
To best tell this story, we wanted to bring a human element to the visuals from the very beginning. I explored several directions for this, and we chose to mix life action footage with typography to represent the teams and employees behind every successful company.
Showing the product
Drawing on screens from the Culture Amp product UI, I designed scenes with text, shapes, and lines that highlight the key points of each feature. The style of the video was built on art direction from previous videos, and the Culture Amp team let me explore some new approaches, like using larger shapes and breaking the frame edge for a more immersive feeling.
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 and identify areas that need to be reworked. There was a lot to fit into the 1 minute 12 seconds, so planning smooth transitions between ideas was important. For the product scenes, I used transitions that help show how different elements of the suite connect and support each other.
I created a 15 second cut down and several aspect ratio versions. This way Culture Amp could leverage the video as a social ad, as well as on their website.