Brooks #runhappyathome
Challenge
Brooks approached the team at ISI Global to produce a memorable campaign to engage with their extended community of runners across Europe during the first lockdown and quarantine in 2020. The challenge was to encourage the community to be active and keep healthy despite the physical restrictions in place and not being allowed to leave their homes.
Solution
As a team we developed the idea of sharing your run, workout or activity online by setting goals 1k, 2k, 5k or 10k. People who took part received a virtual medal which they could redeem in store for a physical one. This great initiative saw 1000s of people taking part across the world and helped strengthen the good community spirit.
ISI Global steered the creative direction and developed the look and feel of the campaign. My role involved the the development of the concept, storyboarding and animation of the video content that would appear on Instagram, Facebook, LinkedIn and Brooks’ website. A set of still frames below show the early development of the storyboard.
Execution
I initially produced a teaser video to engage the audience followed by a short promo video to instruct the community to take part. During the campaign I was also responsible for animating the virtual medals which included an Instagram post, to reveal the new set of medals, and the production of over 40 different animated GIFs.
To support the campaign I produced a set of GIFs that appeared as stickies on Instagram to encourage the community to get behind the campaign by sharing their experiences using their Instagram Stories. Over 40 GIFs were created during the campaign and each one had an original medal ranging from sofas to oven gloves. The light hearted approach encouraged the global network of runners and Instagram followers to share their achievement.
Further motion graphics was involved to promote Brooks’ Instagram Live Session. These involved influencers and experts who held live sessions where they got to interact with the community and promote any news or features.
The campaign was a huge success and was promoted across the Brooks network of Instagram accounts involving multiple translations for France, Germany, Italy, Spain and the UK. All animated content was resized for Instagram including the 1080x1080 tile and the 1080x1920 Instagram Stories. Similarly the work was resized for Facebook and Linkedin to ensure all of the video assets were optimized for each platform. Finally the videos were exported as GIFs to include the full sequence so it could be embedded as a looping animation on Brooks’ website.
I was responsible for idea generation, illustration, 2D animation and compositing. This animation was composited and rendered using After Effects.
