BTS of Driven: When a design isn't working

Name: BTS of Driven: When a design isn't working
Uploaded: 2024-07-18T15:30:02+00:00
Duration: 36 s
Channel: Ryan Maloney
Description: Ryan Maloney's team fixed a failing animated video by borrowing the book's visual language and reframing the story. Instead of explaining the DRD4 gene…

18 Jul 2024 · 1 min

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Ryan Maloney's team fixed a failing animated video by borrowing the book's visual language and reframing the story. Instead of explaining the DRD4 gene, they showed the felt experience of being driven: a relentless treadmill that never fills the void. Character design, color, and music were aligned to clarify the concept and push viewers toward action.

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Our client's animated video wasn't working. Video needed to explain what being driven meant. Be a bridge to an assessment, a podcast, and a book. The book design had a very distinct style, so we started there using the same colors and textures. The second thing was fixing the story angle. The idea of 10% of people having a hunter's brain and being driven was at the heart of connecting with viewers. But if instead of explaining the DRD4 gene, the science, and the history of being driven, talked about what being driven felt like. A never-ending success treadmill. More. More. Achieving more, buying more, those things not filling the void. In the end, the character designs, color, mood, voice, and music all tied together to make a streamlined an animated video that helped explain the driven concept and guide people to take quicker action.