Giesecke + Devrient - Phygital Now

Challenge

Giesecke and Devrient are global leaders within the fintech sphere, producing the latest payment technology solutions for their customers. While working at The Fold as their Motion Design director, we were tasked with producing a campaign that demonstrates G+D’s digital first and physical payment offerings. The challenge was to create a campaign that delivered G+D’s message - to help banks and fintechs to be ready and to adopt a phygital payment strategy.

Solution

Phygital is a term used to describe both physical and digital touchpoints that compliment each other during a customer’s experience with G+D. To represent this idea the wider team at The Fold defined the approach - to develop a visual motif in the form of a dissected sphere which presents the mix of physical and digital. The sphere took shape in the form of a hard base hemisphere (physical) and a semi transluscent top (digital). The team created real world scenarios that acted as vignettes into each moment a customer would be presented with a touchpoint during their experience with G+D.

deliverables

As part of the solution to this brief we produced a short video which acted as an overview of the customer’s phygital journey. This was essential and was positioned at the top of a newly designed microsite to really cement the proposition of the brand. During the course of the project we also developed animated content to support the microsite’s key pillars. This took shape in the form of graphical supporting elements and social media.

production

My involvement included the design, production and animation of 3D CGI models that would reflect each pre-defined scenario. Working directly from art directed concepts designed by the team, I then brought these to life in the form of 3D animated vignettes. I used a variety of stock assets and models available to us, such as characters and I rigged these in C4D using Mixamo. The animation was a mixture of keyframed actions and mocap. The use of mocap animations gave a great fidelity to each character, bringing to life the scene.

The use of 3D assets provided a huge benefit to the project enabling us to quickly produce multiple scenes, re-use characters and place props as needed. Ultimately it allowed us free reign to create multiple shots and assets for use across a wide selection of media outputs. The work took form in brochures, online and offline collateral including large format printed wall displays and posters at events and trade shows.

During the production of the hero video we also developed key scenarios that would be used as header hero images on G+D’s phygital microsite. This included the re-use of assets and props such as the characters. We also created and built new assets as needed to inform the concept. While the phygital sphere wasn’t required for these vignettes we instead placed each scenario on a ‘card-esque’ base with light emitting from its core - representing the meld of physical and digital.

Using the existing content already created, we also produced a short video for use across G+D’s presentations. The 3D animation included scenes already used across the campaign and new ones were created to support G+D’s message. The video acted as a backdrop for powerpoint presentations and reports, including infographics and whitepapers.

The overarching concept allowed for greater flexibility to ensure we could re-purpose any assets as required for whatever medium and output requested.

The end result culminated in a highly distinctive campaign that commanded attention from prospective customers.

The tools used to produce the video and 3D assets include Cinema 4D, Redshift, Mixamo, Illustrator, After Effects and Adobe Audition.