Brief: One of our biggest projects in 2021 was replacing a Zendesk explainer video that had served us for over seven years. The product had changed a lot over time, and we needed to position Zendesk as one comprehensive customer service solution.
Outcome: The art direction needed to be flexible enough to show complex product functionality while speaking to the emotional side of customer/agent interactions. And at the height of the pandemic, live action footage of real humans wasn’t really an option. So the question was: how do we make the video feel human without showing actual humans? The collage-style art direction creates a sense of flexibility and customization while also feeling handmade. Highlights of the project include getting lost in our Miro board and scanning in scraps of paper, ticket stubs, magazines, and bubble wrap we had lying around our houses.
My role: As one of the main concept artists on the project team, I was responsible for look development of the collages, paper textures, lighting, color story, and product screens.
Team:
Erin Pinkley – VP, Creative
Kevin Cline – Director
Ariana Blair – Producer
Elyse Kanagaratnam – Writer
Raven Wadley-Wright – Writer
Gina Meredith – Art Director
Faustine Gheno – Concept Artist
Tori Cincotta – Animator
Colin Thomas – Animator
Rob Hiroshima – Animator
Marta Dymek – Imagery Lead
Daniel Petersen – Sound Designer
Arienne Gagui – Production Designer
Lauren Abbott – Production Designer
Elias Rabeh – Designer
Betsy Field – Brand Strategy