Art Director
Creative Director
A look at my creative process
(scroll down)
Art Director
Creative Director
A look at my creative process
(scroll down)
STAR WARS - Cinemagraph eCards for Lucasfilm
Ceative Director
I served as a Creative Director on these projects and was required to call upon a number of my abilities to create a compelling social media product for both Hallmark and Lucasfilm.
As an editor, I turned select scenes from the original Star Wars trilogy into "cinemagraphs" (moving photographs) by using a combination of Adobe Premiere Pro and Adobe After Effects.
As an innovator, I strategized a "mobile format" layout because it assists the content in standing out in a busy social media feed and resembles a physical greeting card.
As an Art Director, it was my responsibility to direct a graphic designer in creation of the look and feel of the project. I provided detailed notes of my vision and instructions on brand guidelines to prior to the project start.
CINEMAGRAPHS: A cinemagraph is an art form that seamlessly blends photography and video 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 trilogies and find a handful of scenes with cinemagraph potential. The clip below is an original uncut scene that I started with; I chose it because the smoke elements are consistent and perfect for fluid motion.
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:
As an Art Director, it was my responsibility to direct a graphic designer in creation of the look and feel of the project. I provided detailed notes of my vision and instructions on brand guidelines to prior to the project start.
Final Product:
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.
Art Director
PEANUTS LLC
Art Director
PEANUTS LLC
Peanuts
eCards
I served as a Creative Director on this project and managed a team of multimedia artists.
I take pride in these samples because Hallmark's longest-standing branded relationship is with Peanuts World Wide, and I was able to knock it out of the park on this one by utilizing footage from classic Peanuts specials and converting them into eCards that play nicely on the Hallmark and Snoopy social media channels.
The final products earned over 100K likes and shares and helped drastically boost Hallmark eCard's social presence within days.
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 my take on the brand to grab the viewer's attention while scrolling through a social media feed. By extending the frame vertically, I was able to implement a lasting impression on mobile users.
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.
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.