Trend: the Mascot Invasion

In the digital age, social media has become the primary source of communication. And businesses have mobilized to social channels in order to reach their audience.

There is an evolution going on that given rise to Mascots that are bringing profiles to life. They’re showing up everywhere as avatars and mascots that move and talk like you, and do the job of pitch-men, hosts, and are the stars of promotional campaigns.

There was a time, during the infancy of social media, when everyone used a photo, but that time is fading into a by-gone era as the demand for more sensate interaction intensifies. Some brands still stick to traditional or have yet to make the transition; they use their logo for everything. Some companies have their own reasons for doing so, but there is always the risk of over-exposure. When you change the channel, pause the DVR or your natural reflex is to instantly shift your focus somewhere else upon seeing an all too familiar logo, that is a result of over-exposure.

A mascot brings your brand to life and also offers a myriad of creative possibilities for promotional campaigns.

Despite all the emphasis on Social Media, print media continues to be an effective medium for many companies, including this printer based in Malta. Delta Media provides every kind of printing, plus design services when clients need it.

Their team is aware of this trend and chose to use a Mascot which was implemented in this video intro destined to promote their specials on their Social Media networks.

Mascots: the Growing Trend in business

More and more clients are establishing the growing Trend of Mascots.

Mascots have been showing-off at sports arenas, store fronts and other venues for a long time. Some of those costumed mascots are just creepy.

In today’s digital world, a new breed of mascot is thriving. They look like all types of creatures, and appear as come-to-life avatars, hosts and pitch-men on social media profiles (e.g. Youtube, Facebook) and more traditional channels like TV commercials (e.g. the General insurance ads).

Feature Medical realized the mascot that is part of their logo would not be dynamic enough as a static avatar in their videos. They wanted to create a video Branding Intro and Outro that could be used to promote their content at the start or end of each promotional and educational video.

Two versions were created.

It was not necessary to Rig the mascot for intricate body movements because a quick-hitting intro at the start of rend of a video needed only a fast-flowing type of animation. The Droid Mascot needed only to fly through deep space and rendezvous with the company logo and then dock into position.

The final rendition of this animation sequence would resemble that of many movie studio logo animations. The longer version would convey a more complete purview of the scene by showing more of the droid’s journey through space, along with a music track. The short version cuts to the chase, or in this case, to the ending, when the droid docks onto the letters to form the company logo.

There are plenty of possibilities for sequels to this story which can be produced for future promotional campaigns. There may be a script already in the works.

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Traverse through the stages of production for a video intro

You can go about producing a Branding Intro video by designing on the fly, but this approach can drag you through pitfalls you hoped to avoid, and before you know it, the happy Hollywood ending you expected to create in spectacular cinematic style ends with an unexpected plot twist – and not the edge-of-your-seat suspenseful kind of ending that you go raving about to your friends. If you’re not careful, your Act III will be more like a bad horror film you watch that makes you wish you could get back that time. What can be worse than that? If you don’t plan your production properly, it can all go wrong fast, before you realize it’s happening. That Grand Finale you imagined can quickly become the Final time your client hires you to do a job.

If you don’t write exactly what you want to express, that lack of precise direction will result in your drifting, like a ship without a rudder, subject to every shift in the ocean’s tide. This will alter the results in ways you did not anticipate, which can effect the delivery [of the message] and even the story itself. In fact, if you seek out a freelancer to do work for a project, on marketplace portals like fiverr or upwork (formerly elance), chances are their process is likely to be sort of * helter-skelter

* Learn more about the music origins of the term helter skelter and its use in American vernacular.


View Intro


Stage 1 | Story Structure

Whether it is a new concept that requires a story or a script outline which has already been established, the first stage in my process starts with the structure of the story. Rewriting a script that has already been provided to me may seem redundant, but there is a purpose for doing this. The rewriting of a script is not necessarily meant to change the story or message (unless it is specifically requested). It an effective way for me to describe to the client precisely how I will portray the story including the logic and the intended response of the viewers to each scene of the intro.

Don’t get it twisted.  I am not suggesting that anyone go and write a technical manual. That’s the last thing anyone wants to read. I prefer to write my version of the story in cinematic fashion – that is, in screenplay format, using all of the screenwriting techniques i have adopted from my training and experience. In my opinion, this is the most efficient way to convey what I am able to produce with the resources available to the project, and in such a way that is engaging and even enjoyable for the client to read, and not at all technical, so it’s easy for anyone to understand…And who among us doesn’t understand and enjoy movies?

Read the script I wrote to pitch a video intro for Honor Code High Precision BBs. The data specifications, features and benefits that needed to be emphasized as selling points in the extended version of their intro were based on their company Brand Book – a design style guide which had been prepared by another company that designed their logo and corporate identity.

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