Journey Ready.
A series of 2D animations for OnStar, working with MRM//McCann. A custom illustrative style covering their driver support services across the seasons, with each film localised for five European markets. The winter film is shown here.
Scope
Client
Style
Partner
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Challenge
(01)
Turning a list of driver services into something people recognise from their own year.
OnStar’s services cover safety and diagnostics, which stays a list of features until you attach it to something a driver actually experiences. The approach was seasonal, with a separate film for each, and the starting point was rough concepts rather than a finished look. Each film had to stand on its own while clearly belonging to the same campaign, and each one had to run in five European markets, so the structure had to hold up through translation and revoicing.
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Solution
(02)
A custom illustrative style built on brush strokes and moving texture.
Working from rough storyboards, I led the visual development and built an illustrative style around fast-moving textures and animated brush strokes, made in After Effects, Photoshop and Illustrator. The texture is never still, so each scene has the feel of a painting still being worked on. Typography sits inside that treatment rather than on top of it. Once a film was signed off, I built the localised versions, with new titles, subtitles and voice-overs for each market.
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Conclusion
(03)
A painted style that carried a campaign across seasons and markets.
Each film ties OnStar’s services to the point in the year when a driver would need them, with winter shown here as one of the set. The illustrative style gives the campaign a look of its own rather than a generic brand animation treatment, and it holds across every film, so the seasons read as one body of work without repeating themselves. Each went out in five markets with its own titles, subtitles and voice-over.
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