View animation
Script/copywriting: Lisa Richardson
Storyboard & Design: Kelly Kurtz
Animation: Kelly Kurtz
Art Direction: Kelly Kurtz, James Kim & John Wooton
Photography & Photo Editing: Ana
Project Managers & Producers: Diana B, Jess Martin, Kent Houston
Voice Over Talent: Verity King
Sound Design: Jeff Yellen (Ridgeline Sound)
Music: Evergreen by Blake Ewing
Special thanks Matt Dean & James Kim for the valuable & candid feedback, as always.
credits/role
The challenge was to represent Arc’teryx as an evolving brand but also give a unique voice to the Used Gear Program.
The Brief
Arc'teryx Used Gear
animated explainer video
The use of circles were chosen to re-inforce the circular economy as part of the main messaging of the piece.
Circle Elements
The Alpha SV is the most iconic jacket that Arc’teryx has as it has been around for over 20 years, so it seemed fitting that it would be the centerpiece of the campaign, and appear in not just the video but also print and digital ads.
Hero Image: Alpha SV
The look and feel of the project was heavily inspired by various elements in the Arc’teryx Design Centre
Rulers, Cutting Mat, Grids, Materials, Gore-tex lining, zippers, thread, etc.
Design Elements from the Arc’teryx Design Centre
Arc’teryx has traditionally been a live action and high contrast photography brand so crafting an animated piece that utilized some of these traditional elements as well as a mix of some abstract animations was key in the success of the design being on brand yet having it’s own voice as a new initiative. The tone of the piece had to be a bit playful, not too serious & but also educational.
early explorations
Concept & art Direction
behind the scenes
discarded art directions
storyboards
behind the scenes & process
BTS & process
final frames
This was such a rewarding project to work on with such impactful content that aligned with my environmental impact values. It was a first for Arc’teryx to produce an animated video internally and I was so honoured to be able to take the lead on the animated video portion of this large pilot project for the company.
The video has been used to promote & educate viewers about the program resulting in 237k YT views, 12k Facebook views and 86k Instagram views - it was one of the most successful videos on the Arc’teryx Instagram channel.
the results
