Christmas gives us an opportunity to create something unique – something to celebrate the season and the year that has been, and the year to come. Each year we try to create something engaging, fun and different.
Some years these ideas flow easily, others take a little more time. The KRD Christmas project is put on the WIP list on 1 July, and we keep a file of ideas. These then tend to be formed into a single direction later in the year.
This year’s theme ‘a very beachy Christmas’ developed to combine the shared European (winter) history of Christmas with the Australian experience of a summertime celebration.
Starting point is the end format
Our starting point is knowing the formats we want to produce. In years past, this was mostly printed with a simple digital accompaniment. This year we started with the knowledge we wanted to create an animation as the primary piece. We also need a suite of material for social media, emails and our website. In the studio it gets a job number and treated like a client project, and is worked on incrementally as workflow allows.
Our starting point for this years animation sequence was Australian flora and beach landscape imagery. This becomes the overarching theme and narrative.
This is the point where we create (now digital) mood boards to capture the type of imagery, colour, vibe and aesthetic for the project. Initially we work on simple sketches to communicate ideas within the team.
When deciding the graphic style of the pieces we find a lot of varied inspirational images for both techniques and styles. The beach theme brought the broad brush stroke textures to our rendering, reminiscent of sand. The illustration components are simple shapes that get their personality from the colour and textures used.
Sometimes along the way, there are happy accidents. In this case, when storyboarding an animation of a flower made from beach themed icons, it was noted that the final frame looked a lot like a snowflake. And so, the idea of a summer snowflake began.
The idea that a traditional motif from a European Christmas could be flipped to an Australian summer theme was the hook needed to bring the project to conclusion. Taking the motif of the snowflake, we altered this to apply to summertime.
Thematic colour choices
Initially we were working with the traditional Christmas colours, but this was not creating the look we were after. Changing the colours of a piece can do so much to change the feel and the messaging.
To really push this to an Australian theme, we needed to find a colour pallet that communicates ‘Australian’ and ‘summer’ that was also beautiful and sophisticated. We drew inspiration for our colour pallet from Bluey, which so wonderfully illustrates the Australian landscape using tertiary colours for nuance and feeling.
Final storyboarding and test animation
The next storyboard was made to show how we could bridge the two vastly different Christmas environments together. This included how the scenes would transition, how the individual elements would move and the timing. Also, how this would incorporate our Christmas messaging. An idea of a scene was developed for the summer snowflake to morph into, including an iconic seagull who would become the star of the production.
All elements were then built and illustrated as separate components to be synchronised within the animation, with final testing focusing on the speed of transitions and incorporation of sound effects and music to complete the scene.
Reaching our audience
To serve a business purpose, the animation must also incorporate important dates and information. The end credits are a signoff to the animation, but are also covered elsewhere to ensure consistent messaging. From a business perspective, it would be nice to think everyone in our audience will watch all of our video. We know however, that audiences are fragmented, and consume media and information from varied sources. As such, it’s important that vital messaging is repeated in different formats and locations.
The final step in what becomes our ‘Christmas Campaign’ is to ensure that our messaging is distributed effectively. That means sending the video as part of an eDM, incorporating matching messaging in our email signatures, posting to socials, and even putting this article up on our recourses page. Ensuring that messaging is across as many touch points as possible to reach our audience how they like to consume information.