Design
Artwork and assets were brought in from Watts. Keith and other characters are given faces and components from the logistics process take their shape.
Motion
Characters and objects are placed into vignettes and given motion to describe an aspect of the Amazon MFC process. Boxes are stacked and characters and equipment are layered into the scene.
Flow
Each scene is stitched together with engaging transitions utilizing similar elements and Amazon style guidelines to create a seamless experience that feels connected and in the strong voice of the Amazon brand.
Explainer videos can be come uniquely complex given the number of assets involved and how they must be animated together.
Extreme attention to detail and organization, and a deep knowledge of After Effects was required to complete this project in a way that maintains flexibility and ease of use.
Creating the friendly and energizing motion elements within the video required the use of Action Script to define custom parameters for each object's motion.
A single character can be surprisingly complex. These layers represent the components and motion of a single warehouse worker character in this video.
Each character's design and motion is not to be overlooked. They all contribute to the personality of the final animation.
