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Art Director


art Director

A look at my creative process

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Art Director


art Director

A look at my creative process

(scroll down)

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Art Director

I served as an Editor and Art Director on this project.

As an editor, I used footage from the original Star Wars trilogy and turned select scenes into "cinemagraphs" (moving photographs). This was done using a combination of Adobe Premiere Pro and Adobe After Effects. Audio splits where provided by Lucasfilm for the sound design.

I created a "mobile format" layout that resembles a physical greeting card. It's a refreshing way to present the content and helps it standout while scrolling through a social media feed.

The final step was working with my graphic designer to come up with look for the line of cards. The project which includes a total of five cards was approved by Lucasfilm.

CINEMAGRAPHS:

A cinemagraph is a popular new trend that seamlessly blends photography and video together to create the illusion of a moving image. This process is straight forward when all of the materials are shot and planned with original photography but it was a unique challenge to create one using movie footage.

Video Clip Selection:

The first step in this process was to go through all of the original Star Wars trilogy and find a handful of scenes with cinemagraph potential. The clip below is athe original uncut scene that I started with, i chose this scene because the smoke elements are consistent and perfect for a fluid and continous motion. I requested the footage and sound splits from the Lucasfilm vault once the footage was selected.

Cinemagraph Creation:

I used a combination of Adobe Premiere Pro and Adobe After Effects to create a looping video. This process involved a lot of trial and error, I also used techniques such as slowing and reversing footage, freeze frames and layer isolation to create what you see below.

GRAPHIC DESIGN:

I worked with a graphic desinger to come up with a look that resembled the nostolgia of the original trilogy while still maintaining a modern aesthtic. All designs and copy were submitted and approved by Lucasfilm.

The first step of the process was selecting a scene from a a classic Peanuts short. I'm using the example of Charlie Brown's Christmas. It's a calm scene that everyone remebers and there is limited action occuring which will drive focus to the sentiment.

Final Product:

View all five of the cinemagraph eCards below. All of them are officially licensed by Lucasfilm.

Click the vimeo link if you're viewing from a desktop or laptop for best picture quality.

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SOCIAL IMPACT

Lucasfilm liked the final product so much that they shared it on their Instagram feed "Star Wars Life". This had a direct impact on Hallmark's own social following and the fans responded well.

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Art Director


PEANUTS LLC

 

 

Art Director


PEANUTS LLC

 

 

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Peanuts 

eCards

One of Hallmark's longest standing relationships is with Peanuts World Wide, currently owned by DHX Media. I took on the task of using footage from classic Peanuts specials and converting them into eCards that play nicely on the Hallmark and Snoopy Facebook channels. 

The final products earned over a 100K likes and shares and helped drastically boost Hallmark eCard's social presence within days. 

I served as an Editor and Art Director on this project and managed a team of multi media artists while working with Peanuts Social and Hallmark Corporate to produce the several cards you will view below.

Scroll down for a behind the scenes look at how these cards were created. 

Video Clip Selection:

The first step was finding video clips from old Peanuts Specials that were clean, iconic and "loopable".

Making a looping video:

The next step was to take that clip and create a "looping video" or "gif". I used Adobe Premiere to manipulate the old footage into what you see below. All footage was approved by Peanuts World Wide.

Layout & Graphic Design:

I needed a way to make these old clips fresh again, they had been around for decades and plastered all over every product imaginable. I wanted our take to grab the viewers attention while scrolling through a social media feed. By extending the frame vertically I was able to do just that while also leaving a nice impression on mobile users. I directed a graphic designer to create original typography that captured a modern yet classic Peanuts look. All designs and plans were approved by Peanuts World wide.

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Final Product:

Adobe Premiere Pro and After Effects were used for sound design and typography animation. The product was then sent into Hallmark and Peanuts World Wide for approvals.

Click the vimeo link if you're viewing from a desktop or laptop for best picture quality.

Impact on Social Media:

Peanuts World Wide liked our mobile format content so much that they shared it on their official SNOOPY Facebook page. This boosted our own social following drastically and the Peanuts fans responded well.

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Additional Products:

Here are several other products made for the partnership between Hallmark eCards and Peanuts World Wide.

Click the vimeo link if you're viewing from a desktop or laptop for best picture quality.