Threadline Promo

Threadline, a marketing and strategy company, was going to be speaking at a conference and wanted to create a 30-sec promo that they could present at that conference, as well as live on their site. They partnered with SMART Productions, Inc to come up with the script and idea for this project. SMART Productions then reached out to me to work with them on this project.

I was brought on early and sat in on some of the concept meetings to help think through how we wanted to conceptualize some of the visuals. We knew that we wanted to keep the look and feel from the site, mainly the red thread moving us through the video, and the white blobs seen on their site.

The Threadline team, SMART Productions, and I worked together to develop the look and feel of the project. We decided how and when we wanted the thread to move us between scenes when to incorporate the blobs and other branding elements into the project, and how we wanted to translate the verbiage into visuals.

We worked through the script together. I offered up my professional opinions and insights on what I thought was and wasn't working, and SMART Productions acted as the Creative Directors and Project Managers of the project. Both SMART Productions, Inc and I acted as joint Art Directors on the project as we worked through it collaboratively.

Some of the back and forth we had on the project was how much detail we wanted to give our characters and how we wanted to keep the project under budget and turned around in a quick timeline. In the end, we settled on vector, iconic-looking characters with simple animations.

The Threadline team was very excited about the outcome and started sharing the video right away. This project also lead to a long-lasting working relationship with myself and SMART Productions as we went on to work on several more projects right after this one.