Animated Media & Video Editing project for a marketing consulting company based in Boston, Massachusetts.
VIDEO EDITING AND ANIMATION | 2022
Byrnes Consulting is an independent digital marketing firm that’s focused on marketing consulting for wealth management firms and independent financial advisors. It is lead by published industry expert, Mike Byrnes, with over 400+ digital publications across mainstream media outlets within the financial, investing, banking and economics industries. With more than 20 years of experience he aims to continue expansion of the firm's operations nationwide.
Mike Byrnes, CEO of Byrnes Consulting
Digital leads ands prospects, website visitors, social media followers and email subscribers.
Lead graphic designer, animator, narrator, and visual project manager
CEO of Byrnes Consulting (provided B-roll, stock images, copywriting)
Animated media and video editing, stakeholder communications, project management, script writing, slide design, sound design, and voice acting.
4 weeks~
Video wireframe/outline, voice narration script, final promotional video, individual video slides/panels, media/asset tracker.
The aim of this project was to create a short 2-minute multi-purpose promotional video for the marketing firm that would be featured across several digital touchpoints including the company website, social media channels, email campaigns and other video applications.
Review Byrnes Consulting brand guidelines and existing assets, consult past promotional videos to understand brand positioning and priorities, meet with client to discuss deliverables, create media deliverables tracker, produce deliverables, maintain consistent communication with primary client for constructive feedback loop, shared deliverables to stakeholders, final revisions, track project status in tracker, share final files with client.
While utilizing Adobe Premiere Pro, I was able to easily sync the various voice recording tracks with the edited clips using the music layer, rather than completing it all in one take following the written script I had made for the promotional video.
I enjoyed the ability to manage all design asset classes within one platform via Notion, seeing that my efforts touch other mediums such as audio files, static images, gifs, animations, and B roll. It helps me stay organized, and understand the bigger picture to design streamlined solutions.
The feedback loop between the client and myself was made more effective through the use of cloud storage services such as Google Drive and Dropbox for larger B-roll clips and files that would otherwise be compromised if compressed. This ultimately helped to keep the integrity of clip quality at the highest caliber possible.
I think this project could have been more effective as a marketing tool with the addition of self-produced B roll or more animation within informational slides. For example, the last contact slide which was used as an outro to the video reel could have directed viewers for a stronger CTA with added incentive, presented with animations that are simplified. There is definitely an abundance of information regarding expertise of the consultant, perhaps these pieces of information could have been simplified with dedicated animations as the video progressed to the end.
Requirements:
• Include strong storytelling with video storyboard for Byrnes Consulting.
• Clear audio recording with concise language and strong articulation.
• Follows script and reflects interest through authoritative tone and expression.
Phase Description:
When designing a visual that has the sole purpose to drive leads, conversions and sales, all things need to be considered. This outlined the necessity of storyboarding which can be shown below.
• Started with a rough storyboard to create video structure.
• Condensed main points into dialogue and script for video narration that follows storyboard.
• Structure: Introduction narration + video hook, first title sequence, second title sequence, third title sequence, transition to outro.
• Video narration script reviewed and finalized by client and myself.
• Recorded each paragraph/section separately inside Audacity recording software.
• Exported audio file for use in Premiere Pro.
• Trimmed audio files to fit the cadence of video animations, filters and added effects for clearer speech and reduced noise.
• Confirmed final production of voice narration that follows the promotional video and accounted for in media tracker via Notion.
Requirements:
• A short edit/introduction; ~10 seconds in length
• Showcase brand logo
• Follows brand guidelines (typography, color palette)
• Edit visuals to sync with sound effects from audio track
• Call to action (CTA) voice narration for “ByrnesConsulting.com”
Phase Description:
A brand introduction is a short clip that opens any video produced by the company. For Byrnes Consulting, the client wanted a professional lens flare style.
• I reviewed brand guidelines, researched and acquired design assets such as necessary fonts, color codes, and logos, and collected client requirements.
• Analyzed previous marketing materials and video assets to understand how they were scripted. Review current best practices to better understand why the client thought they succeeded/failed.
• Determined design asset mix, keyed logo animations, collected stock footage & client-provided B roll footage. Found sound effects fitting to the brand.
• Spent a few days refining and reiterating text animation ideas with my client for future use that can be used to storyboard.
• Client provided major selling points and CTA’s desired in video. Used this information to storyboard a sequence for the longer edit of the promotional video. This was developed with the understanding that each element would only span a few seconds, and that the CTA should be clear and accessible to the viewer.
• Conducted animations and video footage to create video introduction while following storyboard and script outlines. Identified areas for improvement with the first feedback loop with the client.
• Properly curated the exported video and animations in Premiere Pro, making sure to use audio track to guide cadence and flow of animated visuals, while maintaining brand guidelines.
• Potential changes and feedback was discussed, then used to make the first iteration of changes. Most were minor changes such as sizing of type, color retouching and brightness.
• After completing the introduction, the final sequence was marked completed for future use.
• Updated the brand introduction item in my Notion creative project management page with links to exports/files. Emailed project status to client to keep them updated of video progress.
Requirements:
• Provide clean visual hierarchy.
• Include text and animated elements that follow brand guidelines.
• Sound effects were not required, however visuals edited to sync with background music and narration track was key.
• 3 animated title sequences in total to support three main marketing/selling points on behalf of the client’s services.
Animated title sequences are used in promotional videos to transition between main points of the video topic/themes or segments. They help to provide a short visual break and breather for the audience, while effectively communicating key points and purpose of the marketing video in a concise manner.
• Referred to previous marketing materials for text hierarchy and font usage. Client requested for title sequences to match existing typography style.
• Setup media tracker using Notion, with file names, descriptions of each asset, duration, status of completion, file info, and links to exports. My client and I worked from this to stay updated on project progression.
• Created separate sequences and animated icons in Premiere Pro, editing copy, background elements, keyframes and masks to sync up with voice narration track.
• Refined keyframes with effects editor to smooth out movement and timing.
• Shared animated sequences with clients for him to review and make comments as needed.
• Updated minor text changes for more concise language and updated Notion project management and media tracker. Shared final versions with client.
Requirements:
• Includes all relevant contact information such as phone, email, social media contacts, website URL, and name of business owner.
• ~10 second duration for viewer
• Smoothly transitions from previous sequences.
• Adheres to brand guidelines and presents an official logo in 1080p quality.
Phase Description:
The outro sequence was created with the purpose to create a convenient way to find contact/consultation information. Also is used to re-establish expertise of the company and shows the face of the CEO.
• Reviewed old contact information slides from other marketing assets like previously produced videos and powerpoint presentations.
• Edited a revised layout to reflect the clean and professional look and feel of the video.
• Final title card produced in Photoshop in 1080 pixel ratio, to be exported for Premiere Pro.
• Final revision to reflect information accuracy for business contact, then exported as a PNG image file. Updated media tracker on Notion.