Introducing Matrix

Defining Challenges

Tangoe hosts an annual conference for clients and investors and wanted to use this event as a launchpad for their new product. After an in depth strategy session we walked away with a clear set of objectives for the video:

• Unveil and get people excited about Matrix
• Highlight a key set of features
• Keep the message clear and sans tech jargon
• Finish it in two weeks

Developing the Idea

To create an entertaining video that satisfied the needs listed above, Greg and his team decided an animated approach was best.

While the script was being hammered out, the team began to furiously storyboard. Their goal: find the best visual analogy to pair with—and bolster—each line of copy.

Several hundred post-its later, they had a solid foundation upon which to design from.

Designing the Solution

Before translating the storyboards into useable styleframes, the design team studied Tangoe’s recent rebrand and developed a unique visual language for how to communicate ideas. Think of it as a set of rules to design by.

“We aimed for a minimalist design approach. This thinking allowed us to come up with fun visual metaphors to explain complex ideas and delight the viewer along way.”

Greg Gunn, Creative Director

Putting it in Motion

Using seamless, fluid motion, the animation team brought each sequence to life in a matter of days. Every scene was animated independently and then blended together using unexpected transitions to keep viewers anticipating what would happen next.

Here are a few of the team’s favorite moments.

 

“Sound was crucial to the success of this project. Because the design language was so abstracted, using real, recognizable sound effects was imperative to bridge the gap between  message and metaphor.”

Greg Gunn, Creative Director

The Outcome

Two weeks later, Blind delivered a custom, animated video that would kick off Tangoe’s Connections summit and present Matrix to the world.