Animated promo video presenting Mnemonica thanks to 2D character animation, infographics, storytelling and motion graphics.
Client:
Mnemonica
Executive Creative Director:
Riccardo Galimberti
Script:
Stefano Goitre, Riccardo Galimberti
Art Director:
Pietro Polentes
Character Design:
Rachele Santini
Animations:
Fabrizio Paludetto, Rachele Santini, Chiara Loiacono
Compositing:
Riccardo Galimberti
Music & Sound:
Amplitudo
Mnemonica is an Italian technology company that has developed a cloud-based content hub for the film and television industry.
Its proprietary platform supports audiovisual professionals throughout the entire lifecycle of a film or TV series, from pre-production to long-term archiving.
Mnemonica needed a promotional film to introduce the platform and its features, while capturing the attention of its target audience through references to the world of cinema and filmmaking.
Initially, we opted for a more conventional approach: a promotional film focused on presenting the product’s features in a direct, straightforward way.
As we developed the concept, however, this direction felt too predictable and not engaging enough for the target audience. We decided to change course completely and aim higher, creating a piece that placed greater emphasis on emotion and entertainment, while appealing to the audience through references to the world of cinema.
And when you’re talking about cinema, how could you possibly leave out Star Wars? Exactly.
The result was a film that blends entertaining moments with more technical sections, introducing the platform’s features through a mix of storytelling and product communication.
Once we had defined the creative direction, we decided to push the boundaries of the visual approach as well, especially in the opening scene.
With a strong focus on depth and spatial movement, the film opens with a continuous tracking shot travelling through a fictional film set where a scene is being shot — as it happens, a Star Wars scene.
This fully narrative opening then gives way to a combination of pure motion design, with animated icons and interfaces, and scenes featuring expressive 2D character animation.
The visual design is sophisticated and iconic. The colour palette revolves around cyan, Mnemonica’s signature brand colour, contrasted with shades of grey that make it stand out, and touches of yellow.
The film was distributed through targeted advertising campaigns on social media and industry-specific platforms. It was also featured on the brand’s website and screened at conferences and industry events.
The project was selected by Behance to be featured in its Motion Graphics and After Effects categories, and went on to win Video of the Day at the Motion Design Awards.
