Sprout’s creative team was challenged to create awareness for our annual data report, the Index. The key messages of the report centered on social media’s role in accelerating business competition, transformation, and the need for differentiation. Our goal was to convey the insights gleaned from the data, rather than the raw numbers, to entice viewers to read more.
Taking a cue from the report’s insights, we proposed we stand out by delving into a new medium for our team: stop motion. I led the conceptual approach which set the vision for translating the digital report’s 2D data-centric visual language into a physical 3D world. We would use blocks, spheres, domes and cylinders to represent the characters of the story, and employ stop motion techniques to convey the spirit of the message.
I worked hands-on, exploring composition and color studies using wooden blocks, until I had developed a culminating “stage picture” and “cast” for our story: The Stodgy Competing Brands, Unique Modern Brands and our Visionary Hero Brand. And then collaborated with the project team to bring the vision to life.
We went beyond the ask to provide photo assets for web and social that tied the visual system together, elevating it to a level of cohesion we had not previously achieved in our cross-discipline campaigns.