Overview
These are a series of videos for MRI that provide an in-depth look at their software capabilities while remaining broad enough to stay relevant to their constantly updated product offerings.
Plan
2D vector art as the main art style to match MRI's overall brand. Whoever, more complicated camera movements were utilized and 2D can't bear the entire load, poor little guy. So here comes 2D's big brother 3D, to help out.
With use of 3D environments shaded to blend in with their 2D counterpart, there was a bigger scope to be given than sticking to a flat art style alone.
Building On Style
This initial video’s style was developed in-house by MRI’s Senior Designer, and it provided an overview of MRI’s two main platforms: MRI Living and
MRI @Work. Working in the established style had a few benefits. Already existing assets could leveraged, making this approach budget friendly. But even more importantly, using this style to show more ways that MRI’s software helps their customers reinforces their brand identity and story.
Creating a Flexible Enviorment
Environments were built in 2D or 3D, depending on the camera/transition needs. We also utilized a nebulous “void” environment in which to explain more abstract concepts, such as chaos vs. order.
Spotlighting the Product
Each video tells a concise story that follows the same format; The narrator introduces a problem that a potential customer is overwhelmed or bogged down by.
This basic structure and tonal shifts help drive home MRI's brand story of how their software help their customers run their properties more smoothly and efficiently, leading to stronger companies and communities.
