HOLIDAY ad mint mobile

It’s Holiday Season and Mint Mobile (a DTC wireless startup) is running a promo to attract new customers during this busy shopping period. They need a 15 second ad to run paid media on YouTube.

Parameters:

  • Drive urgency and excitement.

  • Tie it into the holiday season.

  • Include the brand mascot.

  • Include end card showing promo.

Challenge

  • Art direction and copy writing.

  • Ideation and storyboarding.

  • Graphic design and motion graphics.

  • Character design and illustration.

  • Compositing and animation.

  • Audio engineering and music composition.

  • Voice directing and acting.

my role

I got together with some colleagues and we brainstormed some different approaches to tell funny short stories using common holiday tropes. I came up with two ideas based off a few insights.

Insights:

  • Making ginger bread men is a classic holiday activity.

  • The original folk tale about the gingerbread man involves a fox, and Mints mascot happens to be a fox.

  • People getting their packages stolen off their porch is becoming an all too common experience especially around the holidays

ideation

After coming up with a lot of different ideas we decided to divide them up and flesh them out to put together in a pitch deck to present to our brand partners. I took the two ideas I had and built them out writing a short script and sketching a few key frames.

Creative strategy:

  • Get the promo up front in the first few seconds.

  • Conceptually show 40% off by having the fox eat 40% of the gingerbread man.

  • Comically drive urgency by inferring the deal will be gone when the fox finishes off the gingerbread man.

storyboarding

  • Finalized audio by recording myself as the voice of the gingerbread man as well as directing the voice actor who voiced the fox.

  • I edited and mixed the voice over together with a short holiday jingle I had produced a year prior.

  • Illustrated backgrounds and key frames.

The pitch went great and the brand team chose my gingerbread man idea along with another concept that was pitched. I took lead developing this video while the other animator on the team developed the second video. I quickly got to work and turned it around in 5 days during which time I completed the following tasks:

production

  • Designed and rigged the gingerbread man.

  • Designed and animated the end card.

  • Animated and composited all characters.

Results:

That holiday season Mint Mobile set new
year over year as well as month over month
sales records.

Mint Mobile Holiday Promo