Mailchimp
Explainer Videos
Art Direction | Storyboarding | Illustration | Animation
Mailchimp wanted to create product explainer videos that highlight the benefits of using their platform - showing customers that their tools are easy to use and intuitive. Our goal was to combine the live-action footage with vector UI animation and Mailchimp’s signature illustration style.
Process
We drew inspiration from the Mailchimp brand identity, which is defined by an Expert Absurdist persona. This gave us room to play with the way we approached the animations and how they interacted with the UI and the footage. The animations work as a guide to encourage the viewer throughout the video. Reassuring the user how simple it is to complete the task at hand.
The Mailchimp wink
Each explainer video focuses on a fake brand to showcase different tools you can use within Mailchimp. These brands allowed us to get creative with how we approached the animation. We included various ties to the subject matter to create a consistent style that matched the script, adding more glam imagery for the brand Metal Yoga, and more dog centered illustrations for Fetcherang. This is what we referred to as the “mailchimp wink” to keep up with the brand’s Expert Absurdist persona.
