Sometimes, when clients approach us, they have existing assets for us to work with and want them included in their videos.
In this case, the people at Goodwork (an app designed for tradies to find and connect with other tradies) already had an established illustrative style.
Our job was to work with their illustrator to bring the static visual style into glorious animated motion for their new website explainer video.
The Goodwork people were also very specific about the “tone of voice” they required. Their brief was for us to be “direct, but not rude; motivational and supportive, but not patronising; humorous, but not crass or cliché; human and helpful, but not chummy; professional, but not robotic.”
We think Goodwork is a very good app for tradies - and they also give very good briefs.
“We made the UI the hero of the video. But to make it a bit more interesting than just a hand pressing buttons, we showed people interacting with a giant phone. We were supplied with a 2D phone, but we gave it a 3D entrance. And Goodwork also wanted “a distinctive logo reveal,” said lead animator on the project, Elena Dunwoodie.
The KISS principle drove the development of this animation, which was produced mainly in After Effects. Elena prefers to use her animation skills “rather than rely on a whole lot of plug-ins”, and the result supports her stance.
Sean in the sound department added a bunch of tool sounds to create the tradie atmosphere for the track.