TEAM Manual Donayre (Creative Director) + Danielle Figi (Video Producer) | Ellie Guerra (Animator) + Isaac Gutierrez (Animator)
The Debrief
See, Know & Have.
The Brief – like its name – are 30 second “snackable” videos that cover the gamete of male centric topics hosted by an Influencer knowledgable from tech, booze and to personal advice for dating. They inform users of what is in the know, see latest product and Have concise reviews, quick tips, advice and insight on upcoming and relevant trends.
The Treatment
When I heard the words “The Brief” what I immediately thought of is holding a dossier similar to what a spy would be given on their next mission outlining top secret and top level intelligence.
For rest of the population – us civilians – I imagine the “Dog Ear” placed on pages of interest on a book or magazine, bookmark a favorite webpage to a paperclip securing important papers together specifically the top most page such as a cover.
Knowing this franchise will be sold repeatedly, themes changing not only from one series to the other as well as the individual video within a series it was priority that there be design detail(s) that are easily customizable and updatable in a timely manner. This allowed another level of uniqueness to each series, clearly represents the NEW topics being discussed along with staying fresh and relevant.
The Typeface
We explored two styles sans serif; keeping in line with existing Crave Online aesthetic and slab serif; promoting a collegiate/educational even “Dapper Dan-esque” aesthetic. Overall used bold capital letters to make it more masculine and modern.
The final Typeface we went with was Bebas (Option 3) which was the official typeface used on Crave Online it promotes continuity between the two.
The “Customizable” Design Details in the Title Treatment are as follows:
1. Icons/Animation within each letter form during the intro
2. Icon in the “B” at the final resolve
3. Theme/topic title on the End Frame
The Icons
We first created groups based the most popular Themes that could be covered and brainstorm iconic images that aligned with said Theme. For the Life & Style & Entertainment are a very broad theme so we created sub-categories.
In order to be as efficient as possible we purchased stock illustrations and customize them accordingly. We included color on certain icons to connote importance and popularity of the theme.
Alternatives Icons
There was also much deliberation on the style of the icon we could either go flat 2D or more 3D. We ultimately went for a more flat aesthetic. Below are 3D studies for Booze & Car Theme.
If we proceeded with the more 3D approach the Icon in essence would be an Image and the texture within the Title Treatment would concise with the theme as well.
Possible animation would be texture animating within the Title Treatment and the similar to the Flat 2D icons the Photograph could animate as well.
The Titlecard
We evoked the same energy and urgency that one would feel during a “De-Briefing” meeting. High-energy, quick and deliver as much information in the shortest amount of time.
“The Brief” franchise has sold twice upsofar:
First series covered a number of topics and included a bonus video featuring Comedian Jeff Ross known for Comedy Centrals Roast TV Series.
⁃ The Brief on Tech
⁃ The Brief on Booze
⁃ The Brief on Surviving The Holidays
⁃ Sponsored Best Buy: Motorola 360 Wearables.
Second series covered one unifying theme
⁃ The Brief on Fitness
⁃ Sponsored by Asics: Gel Quantum
Duration: 00:06
