Verizon 5G. Go beyond the trail

•

Verizon 5G

AllTrails App - Go beyond the trail

Layered, magnetic, always evolving. These are the words that inspired us and truly represent what we envisioned for this cool kinetic-type-meets-3D-dreamy-landscapes spot for Verizon's 5G launch in the US. It's all about a continuous journey of type and visuals, taking the viewer from a calm lake to the top of a trail path.

Type Exploration

These are the original type layouts and explorations we worked on to develop the overall language of the campaign. The teared paper texture was too intense for AllTrails, so we dialed down the effect and focused more on grids and repetition.

3D Landscapes

AllTrails is all about enjoying nature and being outdoors. We designed this beautiful landscapes with paths and tiny bits of human touch (like the wooden pier) to represent the journey you take and the views you enjoy while being outside.

Landscape references that inspired us.

3D Maps / Topology

To represent the actual App UI we designed these High-resolution maps that live inside the phone. They showcase the quality and the benefits you can get with Verizon's 5G while being out in the wild.

Screenshots from the AllTrails App we used as triggers to design our own immersive UI.

Design Layouts

This layouts have all our different elements combined into complex yet very simple and impactful scenes that help tell the story with text and amazing 3D backgrounds.

Early explorations with some ideas that got cut out.

Storyboard

We worked with a storyboard artist in parallel while the design team was developing the overall look and feel. It's nice to see how it evolved, some shots changed drastically but others are almost exactly the same, solid ideas always win.

First sketches that helped us understand the importance of the red paths.

Pitch Ideas and Proposals

The pitch process was very fun and dynamic. We had the chance to add our own ideas and little gags to the script. We designed and animated this 2D test to establish the rhythm and test the layouts we envisioned for the whole campaign.