“More AF” - Minute Maid

Tasked by Ataboy to create a full :15 TV commercial and a indidual :06’s for each flavor using only still images, I knew I had a fun but challenging project to work with. I’m really proud of the product we were able to turn out, and it wouldn’t have come together without the incredible feedback throughout the process from Head of Production Rasha and the Ataboy CD, Vikkal.

Client: Minute Maid

CD: Vikkal Parikh
Producer: Rasha Clark
Motion Design : TK King
Edit: TK King
Agency : ATABOY

THE PROCESS

BOARDOMATIC FROM CONCEPT DRAWINGS

The brand already had some vision for what they wanted, so we had some still frame boards which I edited into an boardomatic along with dialing in the music based on what they said they wanted. This was a music option we scrapped, but the boardomatic sold in the vision for pacing and rough shot placement:

KINETIC TYPE EXPLORATION

While I know that looks very rough, I promise we sharpen things up :) Next is on to kinetic type exploration, and I build out a bunch of directions for our team and agency partner to chose from, here are some of the drafts:

DESIGN BOARDS & ANIMATIC

We created another boardomatic, and after we got approval on boards we moved on to some rough animation. Still very much 2D, but we’re getting there:

FINAL VIDEO

Now we’ve made it to final :15, and here’s where we ended up! Same video as up top, just in case you want to watch it again :)

REBUILT FOR SOCIAL

We also had to rebuild this spot for :06s, as the client requested a :06 of each flavor in 16x9, 9x16, 4x5, and 1x1. This meant resizing each graphic and action for each format, for a total of 12 final videos. Here’s an example of each format:

THANK YOU

That’s all folks! I had a lot of fun on this project, and total time ended up being 23 days. If you’re interested in doing a project like this, or you’d like to work together, let’s make it happen! You can reach me using the “Contact” at the top of this page or reach me at:

work@createdbytk.com

Stay awesome!