ANIMATED LAUNCH CAMPAIGN VIDEO
SanDisk’s product launch video for the their x400 is a perfect example of how a creative approach can result in a memorable, impactful marketing video that is fun to watch and piques the potential customer’s interest to learn more about the product.
SanDisk was looking for a high-end animation that emphasized the human and lifestyle benefits of their data storage drive instead of just listing the product’s actual features. We LOVE when clients ask us to collaborate on videos like this for several reasons:
- The video isn’t trying to cram in every little feature and benefit of a product, instead acting as more of a “teaser trailer.” This is the exact focus an animated marketing video should have. This way the animation works to entice the viewer into wanting to learn more about the product instead of trying to be the sole pitch and source of information to a would-be consumer.
- Watching an animation about how the product solves a problem in your life is far more memorable and powerful to the viewer as opposed to rattling off technical stats and parameters, which can get very dry and sometimes boring. An old sales secret we’re fond of teaches that consumers generally want to “buy the hole, not the drill,” meaning advertising should try to focus on the solution if possible as opposed to the product itself. Your product can have all the bells and whistles you want, and it’s great to enumerate those in your literature, but when you have only a few seconds to hook someone, it’s not a bad idea to consider making your customer the center of the ad, not your product. Here we show a man who just can’t catch a break…until a benevolent spirit rewards his persistence with a life-changing data drive!
- The client’s storyline allowed us to get creative with the visuals, which is fun for everyone! It’s the little moments like the dog giggling as the man misses the bus that make this piece a joy to watch instead of feeling like a straight commercial.
- This video’s story also benefits from its unusual lack of a voice over. Instead of telling the viewer what’s happening and pushing a “hard sell” of the product, the client trusts them to follow the narrative and relate to it as sort of a personal cypher.
You may notice some moments are a bit different than they ended up in the final video, like at 31 seconds where we see the character reading a job rejection letter. This was because the client came back after the final video was completed and had us tweak his video, which we generally are able to implement without going all the way back to the storyboard phase. That would only be needed if the requested edits are particularly heavy and require a new rough drawing for approval first.