In most scientific explainer videos, the content isn’t usually the most entertaining information to tell people, loads of big technical words and acronyms that generally complicate more than they explain. After our initial conversations with ERT, the question for us became, how do you tell of complex technologies so people can easily understand how it works and the benefits they offer?
- Design & Illustration
- Motion Graphics
Goal & Strategy
The goal for this project was to tell potential customers of ERT about 4 different services ERT offers in a simple & interesting way.
Since there’s so much content that needs to be talked about for each service, we decided each service would get its own video. The target audience for these videos would be doctors and physicians. So, while most of the content might be a little advanced to normal people, it would be fine as long as physicians understood everything perfectly.
Working very closely with some of the best and brightest at ERT, we had to learn exactly what each service was in order to effectively tell a story for it. As that would normally take a college degree, it was a bit challenging, but we got a bit of a crash course that was very effective. One of the best parts of our process is learning about companies and their products. This case was no different with all the great new technologies they’ve made available for doctors and their patients. It’s easy to get behind a company that creates such great things that help people.
After a bit of testing on a style, we thought we had the perfect solution but we ran into the problem where the designs were a bit too childlike for the subject. The reason the discovery phase is so important is because it gives us the opportunity to try and see what works and what doesn’t.
For the redesign we decided to add more geometric lines to emphasize the scientific nature of their work and make the design more appealing to doctors & physicians.
For the animation, we went with a slightly cartoon style rubber hose animation to contrast the geometric designs. That contrast was important to make sure the piece didn’t end up too stiff and boring. Even though the characters are not “realistic”, if animation is not believable, it stands out in a bad way.
The videos were used for their website and the many trade shows they go to to show off their products/services. While these videos are treated as marketing tools they also help in telling the brand story of ERT, which is the most important element of any project we work on.