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Open Pixel Studios collaborates closely with marketing and advertising agencies to create captivating animated video content to drive their messages to their client’s audiences in more engaging and meaningful ways.
Agency: Six-Point Creative
Campaign: No Menthol, Know Why
Client: Health Industry Representatives Association (HIRA)
The Purpose
The home page of the No Menthol Know Why Campaign. Graphics created by Six Point Creative
How do state policy changes impact you as a community member, individual, or consumer? In a reflection on the campaign written by HRIA staff member Lauren Ansong DePass:
“The strength of the Fight All Flavors/No Menthol Know Why project was its invitation for community members to see their stories of tobacco addiction in a greater context of racism and targeting. They were not individuals who made unhealthy choices. They are a community that has been exploited and targeted.”
The Collaboration
Six Point Creative is an expert in brand strategy and development. Working with Health Resources in Action, they identified their marketing content's tone, style, and direction. We were onboarded at the Concepts stage and provided with the following brand materials:
Brand & Motion Graphics Guidelines
Initial Audio Visual Script
Initial Style Frames & Assets
Merging Creative Pipelines & Building Story
Six Point’s preliminary creative input drove our creative implementation. The success of the piece required a seamless communication pipeline for each team. Open Pixel and Six Point each had one project manager and one creative director to help oversee schedules and ensure HRIA’s vision was achieved throughout the project.
Our first job was to create the potential look and feel of the story through Storyboards. The story changed through revisions and feedback built upon by Six Point Creative and HRIA.
“Storyboards are the most critical stage in an animation’s production process. They provide everyone with an opportunity to visually understand how the story will flow from beginning to end.”
Transitioning From Page To Page
As animators, we need to understand in Storyboards how one image can move and transition into another.
To make effective videos, we need to know:
What the audience needs to see, hear and feel
When animation can emphasize or subdue a story element
How motion can keep the audience engaged throughout
The Video is done. Now What?
Could the same animated content be utilized for several different marketing channels? Of course!
Both Six Point Creative’s and Open Pixel’s visuals were repurposed throughout the campaign for:
- Still graphics for social posts
- Looping GIFs and short videos for social posts
- Virtual backgrounds for meetings & events
- Website graphics for landing pages
The Results
The No Menthol Know Why campaign generated massive awareness in our local communities about the impact the tobacco industry has had on people of color, and what the new law meant for the health and well-being of the citizens of Mass.
“Participants shared with us, that they didn’t realize how the Black community, our community, had been targeted by the tobacco industry for decades. They realized that quitting tobacco products is more than a decision, but a journey that requires patience and caring community. They recognized that they didn’t want to fuel the cycle of shame that many smokers feel, but support them on their journey to life, life more abundantly.”
This project was not possible without the thoughtful leadership of everyone on the Six Point Creative team. We are grateful to them for the opportunity.