They may not be sexy or win awards for anyone but there is a meat and potatoes aspect to Sizzle and Sales reels. They are necessary and, when separated from their not often glamorous purpose, they are great design in motion challenges. There is something fundamental to putting information in motion. Discovering the story the information seeks to tell and figuring out how to make its telling compelling is one of the constants of any kind of motion design. I start with a search for what devices can be used to present the information while maintaining the flexibility necessary to evolve how the information is presented to make sales/marketing language digestible. Rarely have I received a script for one of these that is even close in the areas I need to put on screen the first time around. There is a hunt and peck nature of extracting highly technical jargon and putting something up on screen that the viewer can understand quickly. I need to rely on devices that can accommodate changing language, presentation and length.
It is also critical to not get lost in the under the microscope nature of this language search because I am involved to make it look cool. If it is just accurate I have failed. It needs to feel like something important and cool while being chock full of sales jargon and stats. I love the challenge of these projects.