G+T: AI

Motion graphic

Gilbert + Tolbin approached us for helping with a series of bite-size videos that explains digital concepts and what they mean for the users in terms of the law. They wants to present themselves as the tech-savvy and innovative, as well as friendly yet professional in oppose to traditional

law firm.

This is one from a series of 5 videos I produce for G+T. You can see the rest of this series on their website.

The challenge

The videos need to be eye catching, interesting to watch and short enough to digest. It is quite a challenge for the team especially when we try to convey the idea of IoT, Bitcoin, AI to those outside of the digital world.

Look & feel

Working closely with a creative director and copywriter, I came up with a clean and sleek style that relies on geometric shapes and a minimal colour palette. Information and the internet, like everything else in this world, can be distilled and broken into the very fundamental shapes. The simplicity of the graphic also leaves room for imagination and interpretation, small geometric elements help create a connection between scenes.

Initial look and feel (above: Data storyboard)

The first look and feel had a strong focus on the typography. The + was brought in to tie the video to G+T branding. Every little element was there for a reason, a flip of the background foreshadowed a negative scene. Subtle animation was aimed to aid or illustrate the word. In other words, the type was the protagonist.

As we go further through all 5 videos scripts, we had a clearer ideas of how we wanted the videos to be. Lighter shades of blue were introduced. More human-like characters came to live. The scenes became more animated/lively rather than subtle animation.