Summary
Fifth Third's Chief Digital Officer wanted the UX team to flex. The annual awards banquet was coming up and she wanted a hype reel to kick it off, something that would show upper management what the team was actually capable of beyond the typical project workload.
The brief was a rough outline of facts and figures. The deadline was three weeks. The deliverable was three minutes of motion design that needed to accommodate kinetic typography, animated infographics, and photography, with room for constant change requests along the way.
The solution was a branded three-dimensional space that could stage any content type without being constrained by transitions. Everything lived inside the same environment, so additions and changes didn't break the design. It was the right call for a project where the content was still being finalized while the animation was already in motion. It later won an internal award for the banquet it was made for.
