Moonshot Promo
HBO Brand campaign “UNCOMMON QUESTIONS” promotes the HBOMax direct-to-streaming movie Moonshot. Actors Lana Condor and Cole Sprouse answer uncommon questions in the context of their movie.
The raw footage was captured by an external agency on a seamless background with a direct-to-camera medium close-up framing.
As Senior Art Director, I led the Interactive Design group in creating an illustrated visual concept for a video series. The challenge was to highlight critical moments in the actors' dialog and accentuate the overall theme, while also driving new HBOMax subscribers.
Process
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Negotiated a 2-week deadline (1 week of pre-production 1 week of production), identified key stakeholders' sign-off milestones, and used Slack and Monday.com for communication, tracking progress, and asset delivery.
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Assigning the project to a animator, video/sound editor, and illustrator/animator to brainstorm against the provided script and footage. Developed two potential direction-style boards for stakeholder approval.
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Aligned workflow and responsibilities between team members, which included video editing, creating interstitial full-screen takeover question cards, and custom animated looping illustrations, and sound editing. Style boards, gaining approval of illustration style in pre-production was key to the success tight-turnaround deadline.
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The working team developed a cheeky comedic editing style with interactions between the editor and the actors' banter, and went through minium rounds of revisions to finalize the video.
Outcome
Successfully garnered buy-in from key stakeholders, including HBO Brand managers and the show-runner. Created an asset that meets the tone of the content while reflecting the designers' personalities with comedic timing, music mix, and sound effects. The final video included an HBOMax subscription-driving end card. Developed an internal process document to share with senior leadership, highlighting the successes and challenges faced during the project, and suggesting improvements for future projects.
Styleboards
