Crafting Engaging Motion Graphics for Product Launches
Year 2023
Role Motion Designer
Challenge
Anchorage Digital, a leading institutional bank and crypto company, needed a series of videos to highlight their innovative product offerings in a way that would drive engagement across digital platforms. Each video aimed to support specific product launches, like their NFT custody feature and customizable API offerings, while increasing brand visibility and client engagement. The goal was to create compelling visual stories that could be used on the website, social media, and at major events, while protecting client privacy and adhering to evolving brand guidelines.
Process
I was tasked with creating the motion graphics style that would not only capture the essence of the products but also align with the evolving brand. For each video, I faced unique challenges, such as developing a concept that highlighted the new NFT custody feature without revealing clients’ private assets. To solve this, I used silhouettes of NFTs and a reimagined version of the product, delivering a visually engaging and compliant video.
For the “Build with Anchorage Digital” campaign, I designed motion graphics that conveyed the complexity of the customizable API offerings in a simple, digestible format. Throughout this process, I iterated on storyboards and collaborated with the marketing team to refine the concepts, ensuring that the videos would resonate with Anchorage’s target audience.
Impact
The videos had a significant impact on Anchorage Digital’s online presence and client engagement. The “Tools for Collectors” video contributed to a substantial increase in LinkedIn followers, growing from 15K to over 26K, and was widely shared across the platform and the company’s website.
The “Building with Crypto” campaign video helped secure a partnership with AngelList, supporting over $80M in annual USDC investments.
My work creating video content sparked excitement across the team, transforming how we engaged with our audience. Team members were proud to share the videos on social media, and I frequently received messages of support, which reinforced the positive impact the content had internally and for members of the sales team.
Tools for Collectors
I created a launch video to announce Anchorage Digital as the first U.S. bank to custody an NFT, using silhouettes and a reimagined version of the product to highlight the feature while maintaining client privacy.
Building with Crypto
I developed a video campaign for the launch of "Build with Anchorage Digital," a fully customizable API offering. The video showcased how Anchorage Digital supports the entire crypto product lifecycle, from idea to implementation, across social, web, and client emails.
Learnings
This project taught me the value of creating versatile content that could adapt to a variety of platforms and formats. I also learned how to communicate complex ideas, such as crypto product offerings, through clear and engaging visuals. The positive feedback from both internal teams and external clients reinforced the importance of collaboration and attention to detail in creating content that resonates with diverse audiences. Additionally, the project highlighted the power of video to drive both engagement and company pride, as team members were excited to share and interact with the content.