01.
Goal
The primary objective was to create an eye-catching and exciting announcement about the Simple Home Loans app that could be used on social media, internally, and through advertising. The challenge was to effectively introduce the new technology to customers and generate enthusiasm among the sales team.
02.
Process
After the initial briefing, I focused on emphasizing the ‘simple’ in Simple Home Loans while ensuring the commercial was high-energy and fast-paced. My animation process mainly involved After Effects for motion and iteration ease, complemented by 3D renderings of phones. I included a full animation of the application process to provide a real representation of the app within the commercial. Editing the video to match the piano’s tempo in the background music ensured a better flow and intentional cuts.
Research involved studying phone industry commercials, particularly Apple’s minimalist style, which aligned with the Simple Loan branding. Additionally, I explored commercials featuring kinetic typography to enhance the visual appeal.
Feedback from the Atlantic Home Loans team was crucial. I collaborated closely with the marketing manager to develop the commercial’s script, ensuring the final product met all expectations.
03.
Results
The Simple Home Loans commercial successfully introduced the new app and generated significant excitement. The sales team quickly adopted the app, and it became Atlantic’s primary application process within two months of the commercial’s reveal. The commercial effectively served as the first touchpoint for new online customers, showcasing the app’s simplicity and efficiency.