For the EcoFuture online video advertisements, I opted to create one of the advertisements in After Effects which would be completely motion graphic based, and the other in Premiere Pro to fully explore all options with video content. The videos both follow a similar style, which matches the online web advertisement banner created in the previous post, as more elements get designed the more an overall style comes together with choice of type, being Montserrat bold, the green toned colour palette, the logo and other visual elements from the logo such as the repeating gradient rings.
Each online advertising video contains a different hook and that is the reason why, I wanted the brand to feel human and relatable so for the second video which was made in the premiere I opted for footage of a person in nature within the video, it allows room for emotional connection with the video, this was paired in between stock footage of energy solutions which breaks up the footage with a more humanizing and engaging clip whilst still holding its professional visual style. The video hook for this video was ‘Go Green Now’ which feels a little demanding and on the nose, but once it is paired alongside the human footage it soon becomes easier for the viewer to relate to.
For the first online advertising video, the hook is ‘Why wait? Go green now’. Due to the fact, that there is no footage within this video and it is solely a piece of motion graphics, there would be no way for a potential customer to form an emotional connection to the video upon seeing it, with the hook of the video being a rhetorical question, it allows the viewer to stop and think which would lead to a higher click rate because they would question thereselves and want to learn some more, creating a more emotional and thought provoking video.
With the choice of hooks and overall direction each video took, they both become effective pieces of video marketing material for EcoFuture with thought provoking messages and emotional footage; this paired with the visual style of the brand creates an enganing mix of professional and engaing materials. One element that really stood out to me were the rings with the wording ‘renew, restore, revive’ aswell as being a visually compelling element in the online advertisement banners, i saw a potential where the would work well as a transition, not only does this help the videos flow better but also reinforces the brand values and geometric, innovative and organic brand values which were prioritised when creating the visual style scape. The video is also paired with an upbeat vibrant melody which is’t too corporate and feels appropriate to the brand.
References
Pixabay (2024). Upbeat Advertising House [Music track]. Available at: https://pixabay.com/music/upbeat-upbeat-advertising-house-258260/ [Accessed 6 Jan. 2025]
Pexels (2024). Man Looking at the Wonder of Nature [Video]. Available at: https://www.pexels.com/video/man-looking-at-the-wonder-of-nature-3135808/ [Accessed 6 Jan. 2025].
Pexels (2024). Solar Panels [Video]. Available at: https://www.pexels.com/video/solar-panels-2887464/ [Accessed 6 Jan. 2025].
Pexels (2024). Highway with Wind Turbines [Video]. Available at: https://www.pexels.com/video/a-highway-with-wind-turbines-in-the-background-18402216/ [Accessed 6 Jan. 2025].
