Case Study: Ascensia Diabetes Care

Did you know that one in two people currently living with diabetes is unaware they have the disease? November is Diabetes Awareness month and today is World Diabetes Day. Key West Video has done several diabetes-related videos, and today we’re taking a closer look at work we’ve done for Ascensia Diabetes Care.

Repeat Client

We initially created an animated video for Ascensia two years ago. The client asked us to update the video this past spring.

Case Study: Ascensia Diabetes Care

 

Branding

The first thing you’ll notice about this video is the colour scheme. Other than some visuals for an app, there are only three colours used in the project: purple, blue and white. These are the branding colours of Ascensia. Designating only these colours for the video means the visuals keep referring back to the logo and the overall branding of the company. It also means the video fits with the rest of Ascensia’s marketing materials.

Visual Thread

This video starts with the word TECHNOLOGY and the idea of how it keeps us all connected. The visual is a set of lines that grow from the text and appear throughout the video. This works well because the theme of the video is interconnected diabetes management (IDM). When working with animation, it’s not always necessary to come up with a visual metaphor or concept. However, a unifying idea that can be represented visually is often effective.

Case Study: Ascensia Diabetes Care
This is an icon-driven animation, as opposed to character-driven

The animation used for this video is icon-based. That means we used icons and symbols for the visuals, as opposed to using a character-based narrative with animated people. Even when we talk about a population, we use symbols like a silhouette of heads rather than an actualized character.

Scripting

Once the idea of IDM is covered, the script talks about issues and needs familiar to the target market. Now that we have the attention of the viewer, we introduce Ascensia. This is followed by some company history and then an explanation of the Contour Next One system. It may feel like waiting until the video is almost a quarter of the way through is a long time before hearing about Ascensia. However, making sure you have the audience’s interest before trying to sell them something is a valid approach. Having said that, every video is different and we always work with clients to decide the best way to deliver their message.

Case Study: Ascensia Diabetes Care
The app is a promotable feature

The back half of the video is all about the advantages of using the Contour Next One. We cover the app, new partnerships, and health care connectivity. All of these points are illustrations of how the client’s product will make living with diabetes easier. It’s important for the viewer to feel connected to what’s being said so they can imagine using the product.

Explainers Work

This video runs two minutes and seventeen seconds, which is a great length. It’s short enough to keep the viewer watching and long enough to explain the product and its advantages. If you’re thinking about an explainer video for your business, two minutes is a good target. We can help you use that time to say everything you need to say and connect with your audience. Call us today for a free quote.

Case Study: Complete Concussion Management

case study complete concussion management

Today is Concussion Awareness Day, which means it’s a great day to talk about our client Complete Concussion Mangement. Since 2016, Key West Video has produced four animated videos covering this network of healthcare practitioners. The group has a mandate to help patients safely return to normal activities, and it was our job to illustrate the business—literally! In this case study, we look at an animation created last year.

Case Study: Complete Concussion Management

Get Your Head in the Game

This video kicks off with the Complete Concussion Management logo and branding. It’s an important way to establish familiarity so that when a viewer goes to the website, they know they’re in the right place. Sticking with established branding also means our video fit seamlessly into the existing marketing materials.

The opening statement voices the problem faced by the target market. Concussion sufferers can relate to how a head injury can negatively affect everyday life. The simple, character-driven animation makes the serious subject relatable without being too scary.

Case Study: Complete Concussion Management
Elements like a rain cloud depict symptoms

Animation is a great choice for a topic that’s abstract or difficult to shoot with live action. Throughout this video, we depict a concussion by using symbols that stand in for confusion or illustrate symptoms: rain clouds, blurry images, and unsteady footing. Showing a live actor getting hit in the head or falling down would be difficult and potentially upsetting for the audience. Animated characters make the situation easier to discuss.

Keep Your Eye on the Puck

The problem has been stated, so it’s time to segue into the role played by Complete Concussion Management. This part of the video covers the anatomy of a concussion. The injury is explained using easy to understand terms and related timelines.

With concussions defined, we can talk about related symptoms stemming from the trauma. This is where the client shows their expertise in the field. Once again, the intended audience should recognize themselves in the examples given. After describing the problems, Complete Concussion Management offers the solution: they have the tools to help you move past your concussion.

Head for the Finish Line

Case Study: Complete Concussion Management
Maps illustrate clinic accessibility

It’s time to bring this video home! Here’s where the viewer learns the specifics of how Complete Concussion Management works.  We hear about the practitioners specially-trained to recognize and individually address ongoing issues related to concussion. A map is used to highlight clinic locations. The script talks about ease of accessibility and health benefit plans with animated logo examples. The video ends with a call to action telling the viewer how to take the next steps.

Video Homerun

In less than two minutes, we were able to connect with the target market by relating to their concussion experience. Then we offered the solution for ongoing problems. The viewer has learned all about the Complete Concussion Management process and how to take advantage of the service.

An animated explainer is a great way to communicate with potential customers. If you’re interested in spreading the word about your business, give Key West Video a call today.

How Whiteboard Animation Works

Whiteboard animation

Whiteboard animation is an important tool in corporate video production. You’ve probably seen the format that looks like a disembodied hand creating pictures on a white background. It’s a clever way of making images appear as if they’re being drawn as you watch the story unfold.

A Little History

Whiteboard animation is a type of stop-motion illustration at its core. The original format uses a camera positioned overhead while an illustrator draws on a whiteboard. Pictures are taken at regular intervals and then stitched together to show the illustrations flowing smoothly and quickly. Most contemporary whiteboards used in corporate video production call on software to make this process a lot less time-consuming and more affordable.

Whiteboard Animation Software

How Whiteboard Animation Works
Characters can be hand-drawn and inserted into whiteboard animation

Don’t let the use of software fool you—the illustrations in whiteboard are first hand-drawn by an artist. There may also be some clip art involved, but there is actually drawing required. At Key West Video, our lead animator draws images digitally in Illustrator and then uses VideoScribe to animate the hand-drawing. As a hand flows across the page, you see her illustrations appear as if she’s drawn them in real time.

There’s also an editing component to whiteboards. The animator uses transitions, zooms, fades and other effects to progress from scene to scene.  We use Adobe After Effects to time out the video and add these effects. Then the voice-over, music and sound effects are added to round out the video.

Whiteboard Advantages

Using any kind of animation for a corporate video has its advantages, and whiteboard animation is a real crowd pleaser! The constantly changing visuals hold a viewer’s attention and there’s a casual, fun vibe that lends warmth to the piece. This type of illustration is generally straightforward and easy to digest, too.

Because a whiteboard animation is shown from a first-person perspective, it makes the viewer feel involved; almost as if they’re doing the drawing themselves. The same technique is used in popular cooking videos such as those made by Tasty.

https://www.youtube.com/watch?v=D6-E_Et4UGo

 

Whiteboard animation also works because your mind intuitively wants to see what’s being drawn. You crave that completion. Your brain is trying to anticipate the outcome because we have active, predictive brains.

A Great Option

Whiteboard animations are a great introduction to corporate video. If you need a tool to quickly and easily explain your product or service, this is the way to go. Call us today for a free quote.

Client Role in Corporate Video

Client Role in Corporate Video

When Key West Video takes on a client, it’s our role to create the best possible video. But the only way we can do that is if the client fulfills their role, which is to enable us to produce great work. When we first meet with a new business, we like to give them a questionnaire. The answers usually give us a pretty clear idea of what the client wants to get out of a video. It’s part of the client role in corporate video.

Target Market

Client Role in Corporate Video
You can’t hit a bullseye unless you identify the target

Tell us about your audience. Who will be watching the video? Who are you talking to? When the video ends, who do you want to take action? Even if you want a video to have general appeal, you should still be able to define your target market (TM). Will your viewers be internal employees? Is it a recruiting video? Are you targeting a specific segment of your customer base? Defining your TM will help you decide what information should be included and what can be left out.

Goal

Why are you making a video? Are you looking to increase business? Tell existing customers about a new policy? Celebrate fifty years in business? The impetus for making this video will dictate your message. If you’ve invented a new mousetrap that’s humane and effective, the video might start with a question that presents the problem: Do you want to rid a space of mice while keeping a clear conscience? We have your solution! Now you have the attention of your TM and you can go ahead and tell them why your product is so great.

Support

Client Role in Corporate Video
Supporting evidence helps build your case

It always helps to give an audience a reason to believe what we’re saying. Do you have any features or benefits that make your product or service rise above the rest? Let’s talk about that! It’s also useful to have testimonials from satisfied customers, making your business believable and trustworthy. If you have any hard numbers like statistics or test results we can use those, too.

Format

You may need our help with this one, but we definitely need your input. What kind of format will work best for your video? An animation or live action? Will a product demonstration be the best approach, or are testimonials a better choice? Maybe a metaphor is the best way to explain company goals? Based on what you aim to communicate with your video, we can give you some options and figure out what format will work.

Tone

Tone takes all your other answers into consideration. Based on your TM, the overall goal, supporting evidence and the format, what do you want the tone of your video to convey? It could be funny or serious, congratulatory or aspirational. You’re always aiming for an emotional connection with video, but what emotion are you targeting?

CTA

We’ve said it before and we’ll keep saying it: your video needs a call to action  or CTA. Without it, you’ve wasted a golden opportunity. The CTA is going to tell your audience what to do next. Whether you want the audience to download a free trial, go to the website for ordering details or call to make an appointment, tell them what to do!

Now it’s Our Turn

Even if you’re only considering making a video, these are good questions to answer. They’ll help you clarify goals and intentions. Then when you’re ready to get started, all you have to do is give us a call.

Case Study: Commission for Complaints for Telecom-Television Services

Case Study CCTS

Key West Video recently worked with the Commission for Complaints for Telecom-Television Services (CCTS) to create video explainers. These  animated pieces are aimed at people who could potentially benefit from the organization’s services. Here, we take a look at the approach used for the videos and why they work.

Who We Are

Case Study: Commission for Complaints for Telecom-Television Services

This video’s goal is to increase public awareness about the CCTS. We begin by giving some example problems that service users will recognize. We want the viewer to identify with the situation of the animated characters and see themselves depicted. Clients generally ask us to be representative of the target market we’re addressing and since the CCTS is open to all Canadians, we tried to show a range of characters.

We continue with an introduction to the CCTS as a solution to the problems encountered by the people in the video. The video defines the service and its mandate and identifies who can benefit. We mention that the process is impartial and free, which is important to viewers.

The last bit of information we provide is a CTA. In under a minute, the viewer has learned about a free service that can help them resolve a potentially expensive and troubling dispute. Further, the target market knows how to file a complaint if they feel they can be helped by the CCTS.

How it Works

Case Study: Commission for Complaints for Telecom-Television Services

The other video we produced for the CCTS is an explainer that delves into the specifics of filing a complaint. We again start with examples of issues that consumers may be having with their service providers.  Then the CCTS is introduced as a problem-solver. After listing the ways a complaint can be filed, we walk the viewer through the process of filing and what to expect. All steps from an early resolution scenario to a final resort action are laid out.

The video concludes with a mention that service users will be asked to fill out a survey about their experience. A CTA letting the viewer know where to go for more information or to file a complaint accompanies the backpage.

Animated Explainers

These two short videos are chock-full of information. Using animation gave Key West Video the freedom to manipulate characters and visuals to fit the project’s goals. If you have a process that could use an animated explainer, call us today for a free quote.