Make a Date with Leicester

Challenge

Arch Creative were invited to produce a series of 9 3D animations to promote the reopening of Leicester City (after Covid 19 lockdowns) and all it has to offer.

Solution

We proposed a playful solution involving 3D scenes which abstractedly showcased each sector within retail and the hospitality sectors. The motion design played a key role in revealing each scene via a 3D transition where the platform flips 180 degrees.

The series of videos were designed specifically for social media and formatted for screen consumption. Taking this as our end goal each video was created to 1080px x 1350px, the largest portrait crop across most social channels. This ensured maximum standout meaning the audience would be engaged. Each video played for less than 30s to ensure retention was kept at an all time high.

OOH advertising

Alongside our digital strategy we also designed assets that would fit across a wider campaign covering OOH advertising spaces within the city. It was essential that all media would be seen by all audiences whether they were online or not.

The strategy employed by the wider team at Arch Creative resulted in us creating lamp post banners placed in high footfall areas across the city to gain maximum traction.

digital screens

All advertising spaces were utilised to maximum effect. Seeing the work displayed across Clear Channel OOH displays with light animations. We repurposed creative motion graphics used in our social media content and supplied this in the the required formats for digital bus stop displays and more.

Shopping centres

To reach all audiences we placed advertising in high footfall areas including shopping centres. Using the same animation as seen previously across all media we kept everything consistent to really project our message far and wide.

bus advertising

Leicester is renowned for the most amount of traffic lights in the UK. And with that it brings a lot of stationary traffic. We captured the audience of other fellow motorists, who are forever stuck in long queues in the city. This was a great opportunity to reach commuters and other visitors from further afield who do not live in the city.

Bus advertising

And just to prove it, here I am stuck in traffic :)

I was responsible for overall art direction of the project, including the creation of the visual style and approach. This resulted in myself art directing, designing and building each scenario in 3D using Cinema 4D. Initially these were designed as stills with the mind of animating them.

During the production phase of the campaign I produced all 3D motion graphics and animation, editing, colour grading, compositing, audio and sound effects..

Software used included Cinema 4D, Arnold Renderer, Photoshop, After Effects and Audition.