RED HAT
RED HAT
ROLESCLIENT: Red Hat
DIRECTOR OF CONTENT: Mack Garrison
EXECUTIVE PRODUCER: Meryn Hayes
PRODUCER: Ashley Targonski
CREATIVE DIRECTION: Cory Livengood
ART DIRECTION: Dylan Carrow
DESIGN: Luke Liscom, Steph Hallett, and Will O’Connell
ANIMATION: Luke Liscom, Steph Hallett, and Will O’Connell
AUDIO & MIX: Alex Davis
DETAILSRed Hat needed assistance expanding on their “Keep your options open” campaign with a series of topic-based ad packages. These monochromatic spaces and stylized lighting elements add focus and emotion while the 3d elements bridge the digital and physical world to help convey more nuanced themes.
It was a fun opportunity for dash to help evolve the creative expression of the Red Hat brand that extends into a myriad of channels and topics.
DISCOVERYOne of our favorite aspects of working with Red Hat and their internal creative team is the collaboration. Red Hat is one of dash studio’s longest running client relationships which means our teams truly feel like an extension from one another. It has enabled us to handle projects turn-key from start to finish but also allowed us to integrate with their team to bring elemental pieces of a joint vision to life like we did for this series.
The theme was “Tech Villainy, meet Red Hat.” Red Hat’s past ads exclusively showed the hero, but with this adaptation that included the villain as the status quo, we could paint a clearer picture of the message and concept of navigating our “invisible limits” with a naysayer.
IDEATIONTo kickoff the process, Red Hat provided our team with a mood board of the previous year’s campaign and rough storyboards to get us rolling in the right direction. One problem we needed to solve was the variety of deliverables.
Because we needed to deliver content in a variety sizes for platforms like LinkedIn, Facebook, CTV / Streaming, Social Native and Direct to Vendor options we created all the animations as a 1x1 4K square that allowed us to cutdown assets for different dimensions we needed without losing too much of the content.
Pre-ProductionFor paid media campaigns that have specific time allotments, animatics are more important than ever to ensure runtime is exact. These rough edits show animated moments to help give clarification or added emphasis to moments in the edit. It could include rough blocking, camera moves, character placements, mixed in with rough sound design and music. How robust and detailed an animatic needs to be is determined by the style and approach of the video.
With all the mood boards, storyboards, and animatics in place our team could confidently move forward into the animation. While these steps may feel extensive, they enable our teams to move quickly and efficiently. The best creative isn’t developed in a silo but rather with teams and systems that are built for scale. Here’s a few behind the scenes shots from the animation.
PRODUCTION
Authentic content also means localization. That’s why we helped Red Hat translate each video in the series into eight different languages in three different dimensions so it could be seen, and understood, around the world. Using a systemized approach we could quickly take the translations, and with a few key strokes, paste the text so it would be copied across all the variations.
FINAL FILESReady to build your campaign?
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