3, 2, 1... Motion!

UTD provides aviation services and spare parts. It is in development of a complex strategy that when implemented will have a major impact in connecting the African and US aviation markets. There is a constant exchange of ideas through regular discussion of the past, present, and future direction of Africa’s aviation industry. Recently we produced one of these discussions as content for distrubtion.

The process required a content producer, project manager, copywriter, and finally a motion designer & editor. The content producer distilled an idea into a subject or theme for the discussion. They then set the parameters for when the project would take place, where it would take place, how long it should be, feedback and direction during the recording, and further contextual information for copy writing and production. The project manager organized the content and script and ensured the production was on the right pace and timeline. The copywriter provided the guidelines for each segment (there are 3) and also the information shared in the graphics of each segment. The motion designer captured the footage (through a zoom call) and converted this content into source content for a production. The motion design came from a static layout in use by UTD that was animated adding sound from an old but uptempo Afrobeat from the 70’s.

The end result was then shared through an email and social media campaign that announced the arrival of one member of the discussion as the Chief Operating Officer. Both the email and social media campaign were well received with high levels of engagement measured in views/opens, clicks/likes, and comments/replies.