Design-driven creative production company Sarofsky (Guardians of the Galaxy 2, Captain America: Civil War, The After Party) was commissioned by Ogilvy Chicago and investment management company, CFA Institute to create an ambitious series of :15-second animated digital videos that broke on the brand’s YouTube Channel and in various other broadcast and online placements worldwide.
On its site, The CFA Institute states that their mission is served by, “generating value for core investment management professionals and engaging with the core investment management industry to advance ethics, market integrity, and professional standards of practice, which collectively contributes value to society.” That message comes through clearly in the series of seven integrated, boldly-designed videos.
Ending with the tagline, “Let’s measure up,” each video features animation based on illustrations by acclaimed U.K. artist Paul Wearing. Led by Ogilvy Group Creative Director, Rob Jamieson, the Ogilvy team presented Sarofsky with Wearing’s art, along with several scripts focusing on CFA’s branding and ideas for bringing it to life.
“Rather than have the logo be what you see when the spot is over, we set out to ensure the logo itself becomes essential to the stories being told,” began Erin Sarofsky, company principal and executive creative director.
She continued, “Honoring the simplicity of the branding, the illustrations and the scripts, I knew that our success would be hinged on our restraint. The goal was to do let the branding and the messages sing.”
Also led by Executive Producer Steven Anderson, Creative Director Stefan Draht, and Associate Producer Madeline Miller, Sarofsky’s artists handled much of their work in Adobe Illustrator and After Effects, as well as Maxon’s Cinema 4D.
The stylized “vector” look of the finished animation reflects a seamless mix of both 2D and 3D.
Finishing the project in After Effects, Adobe Premiere was then used to create the numerous versions, customizations, compressions and exports.
“The team at Ogilvy was an amazing partner for us,” Erin added. “They knew what they wanted but were also open to ideas and exploration, which is a tribute to their strong, trusting relationship with their clients at CFA.”
The work is once again what we have come to expect from Sarofsky’s artists – visceral, innovative and diverse. Well, done.
CREDITS
AGENCY: Ogilvy, Chicago
Creative Director: Rob Jamieson
Art Director: Connor Flemming
Copy Writer: Damon Lockett
Producer: Maggy Lynch-Hartley
PRODUCTION COMPANY: Sarofsky
Executive Creative Director: Erin Sarofsky
Executive Producer: Steven Anderson
Creative Director: Stefan Draht
Associate Producer: Madeline Miller
Animators: Tanner Wickware, Chas Fries, Jeff McBride, Dan Tiffany, Brent Austin
Editor/Finishing: Erik Uy
Assistant Editor / Finishing: Sophie Mannaerts
Illustrator: Paul Wearing
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
