CELTRA

CELTRA 

ROLES

CLIENT: Celtra

EXECUTIVE PRODUCER: Mack Garrison
CREATIVE DIRECTOR: Cory Livengood
WRITER: Mack Garrison, Elizabeth Marks
DESIGN: Meg Snyder, Jake Page, Louis Wesolowski
ANIMATION: Jay Brown, Mikey Zoppo, Cory Livengood, Dylan Carrow, Zak Tietjen, & Arley Cornell
MUSIC & SOUND DESIGN: The Chicken

DETAILS

Celtra is a creative management platform that allows users to make, measure, and manage their creative content. Through computer vision and algorithms, Celtra can determine which of your ads are performing well and allows marketers to make adjustments in real time; giving them ultimate control over their brand. Building off Celtra’s colorful look, we needed to create an explainer video that was short and to the point. We built the story around a CMO managing his team and the problems he was facing. By introducing Celtra, and explaining the content at a high-level, we were able to show viewers the solution in a quick, digestible way that drove them to the site to learn more.

DISCOVERY

To start, we had to uncover the ‘why’ behind this video and what Celtra hoped audiences would gain from watching it. We knew their audience was comprised of CMOs, Senior brand marketers, and Creative Directors with a limited understanding of the digital advertising ecosystem and from there, we designed a script to accomplish five key goals:

  1. Position Celtra as an easy-to-understand one-stop solution for CMOs and Creative Agencies in an ever-expanding sea of confusing adtech options.

  2. Establish that rapid iteration, precision targeting and precise measurement is as important as breakthrough creative—and only helps creative preform more effectively.

  3. Introduce Celtra’s unique CMP and its unrivaled value.

  4. Communicate how it works and how to get started.

  5. Serve as text for a fun video that further elevates the USP

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STYLE FRAMES

Style frames are still images that are meant to convey the overall look and feel of a project. How characters could be treated, what the color palette looks like, and if there are any text call outs or supers, how those can be integrated into the piece.

For Celtra, we pitched two looks. The first direction offers a cleaner, balanced, and more geometric approach while the second options leaned into a organic, more cubist aesthetic. While both directions offered opportunities for some really fun motion explorations, we ultimately settled on a more traditional and balanced approach with the first option.

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STORYBOARDS & Animatic

Once the overarching aesthetic of the video was defined we moved into establishing each scene through storyboard development. These rough sketches provide clarity into what will be shown on screen during each section of the video.

We try to make our storyboards as detailed as possible so all stakeholders have a clear understanding of the direction we’re heading. If something is off, or we need to rework a scene, it’s easier to make those adjustments in the storyboard phase as opposed to once we have designed and animated that section.

Animatics define the pacing and timing of our story. Pairing the storyboards with a rough Voice Over allowed our client to approve the flow of the visuals before we moved into animation. 

ANIMATION

Animation is such a time consuming process, the goal is to always avoid surprises and ensure the final product builds on all the previous steps. When we do our job correctly, style frames, storyboards, and animatics serve as the map for our project so by the time we get to the final phase, animation, our team can lean into the subtle details and nuance of the motion that makes these projects look so good. Below is the final outcome of that process!