Fleetrite
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Overview
Fleetrite is a brand of truck parts that are made to fit any vehicle. They were gearing up to open brick and mortar locations for the first time, and needed a brand idenity that differentiaed them from the truck brands they are often associated with.
Approach
We created a :30 brand hero animation and from that derived dozens of hero assets that we used in trade show, digital and print advertising, and instore graphics. With a rapidly growing footprint of store locations and products, we've continued to develop retail-focused videos for brand and promotional marketing, centered on the ease of ordering parts online for pick up at convenient store locations.
One of the advantages of a CG animation approach was the ability to create a vehicle that wasn't rooted in reality. Since these product are made to go into all makes of vehicle, it was preferable to create a vehicle representative of the trucking category, but stylized to not be a particular brand.
We created a series of style frames that showed our intent for how the environment would be styled, but also how the vehicle would be obscured and revealed.
To create the glowing lines that form the vehicle we went through several stages of look development. Our goal was for the lines to feel filled with energy, without them feeling un-aerodynamic. It was important for the formation of the vehicle to highlight several over the most popular parts that customers can expect to find in store.
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Style frames developed to explore visual design possibilties for the lines of energy.
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Style frame developed for the look of the engine assembly.
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Storyboards that not only have detailed sketeched frames, but also reference points for the client and for the production keep are key to keep everyone one the same page.
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