15-second cutdowns

Toward the end of the project, we repurposed existing assets created by the team create 15-second versions of the video.

Process

The main challenge was finding the right balance between creating an abstract video with magical visuals while also keeping it informative.

We had to design with both vertical and horizontal formats in mind, as it was intended for use on Instagram and YouTube viewing. Everything was made in square 4K format to easily be cropped to any aspect ratio required.

We went far and wide, exploring many iterations and drafts to find the proper stride. We created a concept for a band of instruments representing the sables during R&D and explored creative ideas around it.

Initially, the project was going well, but as time passed, we realized it needed significant changes. We felt the video lacked a coherent story and needed improvement. So, we regrouped, focused on refining its message, and improved its overall quality.