Javier J. Motion

Javier J. Motion

MRI

Software for real estate visionaries

Two business cards
Two business cards
Two business cards

CLIENT

MRI

SERVICES

Real Estate Software

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 Environment

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.

About a third of the way through the video, MRI is introduced, and the tone of the video shifts in every way: color, music, and even the narrator's attitude. MRI’s signature blue, green, and orange emerge after it has begun to help the main character, creating a sunny outlook for the rest of the spot.

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.

Next work

Next work

Next work

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