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Client:
Berkeley College

Deliverables: Direct Mail, Magnet, Animation, Augmented Reality

Brief:
The client wanted to test the impact of linking direct mail with social media via augmented reality. Augmented reality required that a specific shape be designated as the trigger. The client approved the idea that a dancing cartoon version of the Berkeley mascot would motivate prospects to engage with the piece while reinforcing the brand. The target of this mailer was prospective college students in the NY/NJ metro area between the ages of 18-34.

Richard Diehl and I worked on the concept. Rich was responsible for drawing the mascot and designing the postcard. I functioned as the art director. We designed the knight as a magnet that could be removed from the postcard so that engagement could continue long after the mailer was thrown away.

Once the character was approved, Rich and I got to work animating the video. The animation was designed to showcase many of the professions that Berkeley College grads could aspire to. We had the knight morph into a businessman, a medical profesional, a criminal justice professional, a graduate, and then back into the knight. Rotoscope animation was used to capture the life-like dance moves. A student performed both the dancing and the music that is featured in the video.

 

CLICK HERE TO WATCH THE ANIMATION...

 

 
© 2015 Eric Serviss
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