Microsoft Edge Ad Buy
Client
Microsoft + POP
Motion Design, Video Editing, Music Arrangement, Pipeline Management
Services
After Effects, Premiere Pro, Illustrator, Photoshop
Software
POP was chosen to develop the Spring 2020 Microsoft Edge Campaign and had the awesome task of designing, coordinating, and implementing hundreds of multi-channel assets. When it came to the motion execution, they turned to Shawn, who came on early in the concepting phase to define the motion style and pacing. He then built out motion templates for mass production and managed a remote team of motion designers to execute 111 assets across eleven channels in under two weeks.
Initial motion concepts explored type, UI, and identity animation in the context of the campaign’s two main touch points: privacy and speed.
Initial Concepts
Development
The initial concepts were deconstructed into their root elements and explored further, resulting in a library of motion options that could be tested in different combinations.
Messaging Hero Animations
Unique animations were developed for the core messaging strategies of “Privacy” and “Speed”. Shawn took the lead on “Speed” while another designer developed “Privacy”, integrating Shawn’s prior work on the UI animation with the existing Edge logo animation.
Campaign Buildout
Preferred treatments for each motion element were applied to a template and built out according to the campaign BOM. Shawn designed the template, trained other motion designers on it, and provided technical oversight over the build out of 111 motion assets. Shawn worked closely with POP’s project manager to review and refine each deliverable to ensure it fulfilled client needs.
Additional Credits
Creative Director: Byran Hall & Elaine Colenbrander
Associate Creative Director: Jason Oleszczuk
Art Director: David Hammock
Project Manager: Alexis Smith
Motion Designer: Karim Berraho & Aaron Gaponoff