Commercializing cloud texting on the small screen.
Zipwhip, cloud texting technology that powers services offered by mobile giants like T-mobile and Verizon, needed an exciting angle for their consumer product launch video - a commercial for the web. Something exponentially more engaging and share-worthy than a standard product demo. We got to know the brand and it’s competition inside out to figure out just how Zipwhip should position themselves, landing on a creative direction that set the brand apart in a way that demanded attention - from both consumers and industry peers. This piece of marketing strategy was brought to life as a 60 second spot, entirely produced in 3D. From original character and script development, through storyboards and animation, we created a unique marketing asset that Zipwhip is now applying to the look and feel of their overall brand. The aim of the game? A win was presenting Zipwhip as a distinct leader in their industry and converting new users.
total story boards created
talent auditions for VO
Zipwhip has a unique product and needed a piece of content expressing that. We surveyed execution and messaging from Zipwhip competition and peers, from leaders to startups in cloud services. We also looked outside of the tech industry at other brands targeting the same audience to validate our direction. Insights determine execution.
We proposed two distinct directions, the first used the history of text messaging as a narrative device to tell the Zipwhip story, featuring a vintage transitions-to-modern vibe. The winning direction relied on a unique script where the Zipwhip brand helps a confused (but catching on) consumer by responding to questions through on-screen text bubbles. This unique approach to the script was complemented by 3D visuals designed for impact, a distinct voice over (14 auditions), custom audio design and an original score. The 3D design was primarily created in Maya and rendered using V-Ray.