"Never Idle" Texas Sizzle
In the Deere construction world, the campaign mantra was "Never Idle" - so it made sense that we'd continuously push the brand guidelines and creative. I took the lead on evolving the visual language for Never Idle, from shooting techniques to dynamic supers and animation. I struck the balance between keeping the Never Idle spirit alive in the visual language, while creating techniques fresh enough to feel new.
Some of those new shooting techniques are in this highlight reel from a shoot in Texas. I pushed for us to get even closer to the worker's POV, and bump up the attitude you feel when you're sweating it out on the job site. Part of the Never Idle spirit means getting down in the dirt to get the job done, so the dirt is where I wanted to put the cameras.
"Never Idle" Compact Machines :30
In a campaign for Deere's compact machines, we implemented several new techniques. Since we planned to combine footage of the machines in the studio with footage out in the field, I carefully mapped out the storyboard and worked closely with our editor to make sure the edit told a cohesive narrative. My biggest challenge was figuring out how to make the studio footage cohesive with a mish-mash of footage from several different job sites. Color-grading helped, but also just finding the best pacing for the edit helped get it all the way there. I also implemented simple, pared-down supers that wouldn't get in the way of the machines.
"Never Idle" Tech Overlay
I also worked with the animation team to create new overlays for video content to illustrate the technology on construction equipment. The challenge for the SmartWeigh™ tech overlay was making sure that the animation was an accurate representation of what the technology does in about 1-2 seconds. Using previous tech overlay animations for inspiration, I used yellow and white line work with a subtle glow to match the look and feel we'd already used. The lines tracing around the bucket and the weight counter were details I added to make the animation more dynamic, in tune with the spirit of the Never Idle campaign.
"We Run For All" Header Video
Switching gears to the main Deere brand, the task for this web project was to inform a younger audience that Deere is involved in many more everyday activities than they might realize. I concepted and art directed a header video and additional assets for web and social using existing design elements with fresh, new animation styles. One challenge of this video was to make it informative and entertaining without the use of sound and without relying too heavily on copy, so it was key to make sure the design elements worked together seamlessly.
Made at EP+Co
