Case study - Microsoft
Producer, 2D Animator, Editor and Art Director
Project Overview:
This project highlights Microsoft's Copilot, an AI assistant designed to transform merchandising operations. Through a motion graphic video, we showcased Copilot's role in enabling efficiency, innovation, and collaboration in retail, focusing on a fashion apparel buyer's journey.
Microsoft a Retail Story
Problem Statment:
Retail operations often involve juggling disparate data systems, time-consuming analysis, and inefficient collaboration tools. The goal was to create an engaging video to demonstrate how Microsoft's Copilot addresses these challenges, helping retailers make data-driven decisions faster and more effectively.
Pre-production:
Scriptwriting: Script was provided but modified during the storyboarding stage.
Storyboarding: Created detailed visual sketches to map out the video’s structure, including key moments such as Sarah’s challenges, Copilot’s interface, and data visualizations.
Animatics: Produced a low-fidelity animated sequence using the storyboards to establish timing, pacing, and transitions before final animation.
Production Process
Concept:
Create a relatable character, "Sarah," to humanize the narrative and illustrate Copilot’s impact.
Visual Style:
Built sleek UI mockups, dynamic charts, and bold typography to highlight Copilot’s functionality.
3D Art Direction
Directed an awesome 3D artists, Ryan Hoog to ensure the visuals aligned with the intended narrative and style.
Directed the layout, composition, and overall feel of 3D elements, including Copilot's interface and product interactions.
Focused on lighting, depth, and texture to create polished and engaging 3D scenes.
2D Animation
Motion Graphics: Designed dynamic visual elements, including graph animations, flowing lines to represent data connections, and emphasis effects on key moments (e.g., “Sarah synthesizes insights”).
Character Integration: Animated Sarah’s interactions with Copilot to create a fluid connection between the character’s actions and the app’s features.
Scene Transitions: Employed smooth wipes, fades, and object-driven transitions to maintain visual cohesion.
Tools Used: Primarily Adobe After Effects for motion design, with Illustrator for vector graphics and Photoshop for additional assets.
Team Members:
Creative Direction/2d Animator/Editor: Michelle Garcia
Producer: Dez Davis
3d Animator/Designer: Ryan Hoog
Scriptwriting: Microsoft’s Content Team
Client: Ghost atomic productions - Microsoft