Send (SDT) is a new crypto currency which, to cut a long story short, guarantees a fixed value for a period of 7 days for the purpose of being a safer option for people to send money to their families if they are in the process of immigration.
I took on multiple roles in this project. I designed, illustrated and storyboarded the whole video. In addition I was Creative director, so the burden of getting the look and feel spot-on was very important.
They client needed a video to convey the complicated nature of the token and its applications. It needed to explain the issues which Send(SDT) solves and who it benefits with simple visuals. As any designer knows, simplicity in the face of complex content is always a prickly one.
One of the challenges for this project was the evolving visual style of the company. This is nobody's fault, and it is a common issue when working with startups. the original brand guidelines we used to inform our first style frames (V1, left) were overhauled, and many big changes and directions led us through a few revisions until we were happy with sleek and simple style and colour palette of the approved final design (V6)
There were some fun technical puzzles to solve in animating this piece. When I planned to have a dice drop into frame, and become an abstract network, I had no idea how I would do it, but I figured out a good way to animate it all inside after effects with no dedicated 3D software needed (right).
This scene ended up being the kind of critical mass of expressions, scripts, precomps, effects and other funky solutions that I like to refer to as 'Duct tape & Bubblegum.