OrderMyGear

Customize your team's gear today

Info

An animation created to help OrderMyGear and their gear’s dealers to promote their partnership and explain how OrderMyGear stores make it easier for small teams to produce customized gear.

Team

  • Felippe Silveira and Raff Marqs Creative & Art Direction
  • Felippe Silveira Storyboard + Animation
  • Raff Marqs Script + Illustration
  • Matheus Pinheiro Sound Design
  • Jon Carter Voice-over

Team

  • Felippe Silveira and Raff Marqs
    Creative & Art Direction
  • Felippe Silveira
    Storyboard + Animation
  • Raff Marqs
    Script + Illustration
  • Matheus Pinheiro
    Sound Design
  • Jon Carter
    Voice-over

Team

  • Felippe Silveira and Raff Marqs Creative & Art Direction
  • Felippe Silveira Storyboard + Animation
  • Raff Marqs Script + Illustration
  • Matheus Pinheiro Sound Design
  • Jon Carter Voice-over

Behind the story

The Client

OrderMyGear is the industry leader for online team stores and group ordering. They host online stores for dealers of team sports gears, allowing them to provide a fast and secure way for their clients to buy customized gear.

Their Goal

OrderMyGear team was looking for a practical way for dealers to explain OrderMyGear platform to their clients. They needed to convince coaches and team leaders to use an online web store instead of the old-fashioned way, that even though is full of risks and time-consuming, is still the most common practice.

Building the concept

OrderMyGear had three basic requests about the video: It should be fun, easy to understand and it shouldn’t look “cartoonish”.

To accomplish that, we chose to focus on the narrative and the way the story was told. Also, we decided to work without characters, focusing the visual narrative on sports elements and icons.

Like any sports activity, we wanted the animation to look fluid and continuous. Every scene should have a connection with the previous or the next one.

With all that in mind, we defined the concept as:

Tell a story that awakens the feeling of a sport’s match, using sport’s elements and ambiance to develop an experience that grows from the beginning to the end.

Developing the story

As defined by the concept, we needed a narrative capable of reaching their wide range of target audience. As the video says, the final clients can be Coaches, Team Moms, Club Leaders or Players. Talking with all of them in the same language isn’t an easy task. The narrative couldn’t go either too corporate or too informal, and finding this mid-range was the biggest challenge to developing this story.

Defining the right tone for the message

The message isn’t only what we hear, it’s how we hear it. To help with building the ambiance of a match, we decided to partner with Jon Carter, an experienced Voice-over who have worked narrating several sports related projects before.

Together with him, we developed the right tone for the Voice-over. We needed something uplifting, that could remember us of a sportscaster but without sounding too exaggerated or fast.

A different approach to storyboard

A new project is always the best opportunity to experiment and this case wouldn’t be different. For this specific animation, we decided to test how textures could be applied in the video, even before defining the final style of the illustration.

We believed that textures would be able to add a lot to the video, bringing a roughness common to sports. Little did we know that bringing this experimentation to the storyboard would help us to see so many issues beforehand, preventing many roadblocks during both animation and style frames phases.

blazer-vector
Blazer_Texture

Illustrating with Freedom

Our main goal with the illustration was to bring the feeling of sports to the whole video.

We loved the result that we were able to achieve using textures. Finding the right mix between paint strokes and real texture actually gave us the freedom to experiment, which resulted in us playing with eventual “failures” in the painting process.

blazer-vector
Blazer_Texture

The challenge of working with textures on animation

Deciding to work with textures actually had a huge influence in our animation process. Shape layers allow everything to be resized and customized later, while textures like the ones we did, require us to plan beforehand every scale, zoom or movement displayed in the video.

Each element and scene had to be studied, to prevent the texture from disappearing or becoming too intense during the movements of both elements and camera.

Going beyond 2D

When we create, we don’t like to limit ourselves. If we like an idea, we’ll find a way to do it and that’s what happened in this project. Some of the ideas we proposed on the Storyboard weren’t able to be executed easily on After Effects – the tool we use for most of our projects – so we have to go an extra mile and add 2.5D and 3D environments to the scenes.

Two scenes had to be created in 3D and creating it without losing the texture and the hand-drawn feeling from the 2D version was a big challenge. The elements were drawn in Photoshop on different views and applied as a texture to the 3D objects inside Cinema 4D.

The perfect ending

The first section of the scene is all composed in a 2.5D ambient that allowed us to give perspective and depth to the field together with a parallax effect of the background.

The crowd was created using three main characters with three different colors. Each one of them has a specific animation that was achieved due to the use of random parameters through After Effects expressions. This helped to the overall natural feeling of that scene.

The second – and last – segment of this scene is the aerial take of the field where we invite the viewer to start their store with OrderMyGear today.

This scene is full of details and almost all elements in it are animated. A particular challenge was the creation of the crowd. To bring this idea of movement and excitement, we had to use particles, giving random parameters for their movement, size and color.

This final scene is the perfect build we were looking for and it’s definitely both our favorite moment and the most complex scene of this entire animation.

Great results are a consequence of a unique method. By challenging ourselves on each project, we are able to develop different styles and to craft new ways to tell a story.