Zero Cancellation- Explainer Video
Project Brief:
This project was collective effort between Product (Business), Content Team and Design Teams at MakeMyTrip. The purpose of the project was to communicate the USPs of Zero Cancellation on flights and hotel travel. Often we have to cancel our bookings due to last minute change in plans. The refund initiated under those circumstances is very low. The fear of last minute cancellations makes most of the travellers plan booking very close to the travel date. Because of this they end up paying a higher price for the same ticket. Zero Cancellation is a product which when purchased along with the booking makes sure that the user gets 100% refund on their cancellation. With minimal fee for ZC, a traveller can eventually helps them plan their travel much more in advance when the price of the bookings are much more reasonably cheaper.
The product managers wanted to increase the visibility of their product among the users in the travel space. They have tried various ways to increase awareness among users by means of web banners, print medias at the airports and up selling with other LOBs but they still need a proper way to to educate their customers about the USPs of Zero Cancellation. This is the reason why they asked me to do a small explainer video around the same.
Production:
I tried to understand from the stakeholders the reason for the reason of lower visibility of Zero Cancellation. As per them it is not a LOB in itself, so they cannot create a separate page for ZC in App or Website. Also so far they have used only still graphics for its promotion which includes a volume of text. Sometimes our end user may not prefer to read large amount of text. So they need a small product video where everything could be explained with in 30 sec.
As the project was already up and live, I had a small meeting with the concerned visual designer of this project to know the details about the visual language of the project. After this meeting I had some clarity on the visual language but, I still need some motivation to communicate proper mood through visuals. Hence, I started looking for inspiration on Pinterest and tried to come up with a moodboard.
I generally work on the sound design part at the time creating moodboard. Music helps me generate better ideas. Often it helps me imagine the entire story to be communicated. I usually go to premiumbeat.com as my ultimate destination for music inspiration. I have been using this website for almost around 5.5 years now.
Once this phase was over, I started working on story communication. For this a strong script is required. The content team was kind enough to provide a rock solid script in no time. This helped me work on my storyboards.
Once the storyboards were finalised, my next step was to work on 2-3 styleframes, which gives the overall feel of the final visuals. Once the styleframes are consolidated, we are good to go with the asset creation phase.
I generally choose to create all the assets in Adobe Illustrator. I design all my compositions there as my the approved storyboards. If a particular asset needs a special treatment which cannot be achieved in Illustrator, I generally try to import such assets in photoshop or if needed I treat them in After Effects at the time of animation.
Once I got all the necessary approvals, I start working on animation production. Voiceover and sound design done earlier help me decide the length of each shot. Since I plan most of my camera moves at the time of storyboarding, I did not take me much time to finish with the animation phase. It took me almost 3 days to finish the animation phase for this project.
Final Animation:
