Instagram Stories Ads
Client:
Windō
Channel(s):
Instagram stories
My role(s):
Motion Design
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Windō approached me with a request to produce a 15 second animated video for use as an Instagram stories ad. The ad would be targeted broadly at Gen Z university students with an interest in one or more of several sectors i.e. finance, tech, law, healthcare, consultancy, etc…
I was provided with clear guidance around both the creative direction and content the client would like included. The ad would use Windō’s vibrant colour and gradient palettes and end on the windō logo and slogan ‘A clear view for jobseekers’.
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The primary challenge was to convey a large amount of information in a relatively short duration. Whilst wanting to mention the various sectors relevant to the users, the client also wanted to touch on the various values that Windō is built around i.e. DEI, sustainability & employee welfare plus showcase some visuals from the platform before ending on the logo and slogan.
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In terms of the amount of information within the ad, this was something I flagged as an issue with the client. Collaboratively, we consolidated and refined the messaging to be more succinct and suitable for the ad duration. We also tidied up the creative direction to improve the flow and overall consistency throughout the video.
As the refined content was still considerable, I opted for simple cut animations to remove time spent during transitions in/out.
To make the ad more engaging, we also sourced an audio track, which I subsequently choreographed the animations to.
Master ad
By refining the creative direction and content, the final video had a good flow. We clarified the hierarchy of the messaging, allowing me to assign an appropriate amount of time to each piece of information, whilst also choreographing timings to the audio track. The cut animation approach was the correct decision, allowing more time to convey the messaging.
Additional variants
The client subsequently asked for the master ad to be adapted for use with more granularly targeting. The request was for three variants, each targeted at a specific sector i.e. finance, law & consultancy.
This meant the intro needed a redesign and the timings of the remaining content was tweaked to fit with the new intro.
Summary
The client was really happy with the initial video and subsequent additional variants. They felt the ads aligned well with their initial brief and was how they had envisaged them looking. Close collaboration with the client early to fine tune the messaging and creative direction was key.
For more information about Windō, visit my.csrwindo.com