Company description

Band is a mobile community app created by Naver Corporation, a global ICT company. With this app, users can create separate spaces for communicating with members of different groups. The types of groups include various circles such as sports teams, campus groups, religious groups, interest-based groups, friends and family.

In the Google Play Store, the number of downloads of the app has exceeded 50 million. The service is also available on iOS and desktop.

Project overview and features

The company needed videos to reach the US audience and draw the attention of certain groups (in our case, religious groups). One of the most important points was that the client didn’t seek to make general boring explainers. Band needed a team capable of creating videos with live characters that could make people laugh or cry. And we accepted this creative challenge!

Client’s goals and requirements

  • reach a wider audience
  • increase the number of app downloads
  • show the audience's problems and how Band can solve them
  • make videos that are suitable for many channels (social media, ad campaigns, pre-roll)
  • create funny videos that convey a feeling of jolly and easy communication
  • seek unique visual style to engage people
  • make the ad videos a viral-worthy hit
  • align videos with the Band’s general branding guidelines

Business objectives and current industry issues

The videos were developed primarily for mobile devices, so from our side of expertise we came up with some creative solutions.

1. First of all, it was decided that the illustration style couldn’t be too complex with a lot of detail, because it wouldn’t display well on mobile devices. That’s why we chose a 2d animation style with outlines and snappy motions.

2. To make videos more notable in the mobile feed, we selected bold and colorful color schemes that instantly caught the eye.

3. People are attracted to the dynamics, so for the videos were used characters with fast actions, as well as frequent frame changes. This decision also helped to capture the attention of both adults and children (which was very important, since children were one of the user groups).

Work done

We went through many stages of the project and achieved cool results. However, while working on the project, we had several challenges that we eventually managed to overcome.

Our challenges:

  • It was difficult to find the perfect style for the videos, so we went through many internal iterations to come to a final decision.
  • It’s very important to grab the viewer’s attention with the cover image and the first few seconds of the ad. That's why we focused most of our efforts on creating videos that look like content rather than traditional ads.
  • After discussions with the team and the client, we decided to make characters with normal body-to-head proportions and natural curves, abandoning the option with characters built with geometric shapes.

User roles

  • Creative Strategist defined the client's goals, communicated with the team and Band’s manager, handled the paperwork.
  • Project Manager organized the work of the entire team and was the main contact person for the client, keeping him informed of the progress of the project.
  • Art Director was in charge of the creative vision of the project, set the stylistic direction and mood of the videos.
  • Illustrator made amazing illustrations that corresponded to the given direction and mood of the project.
  • Animators brought these illustrations to life, making the result visually intriguing so that people would want to watch the videos until the end.
  • Sound Designer added more depth to the videos, made them more dynamic and emotional.

Also, Lemons would like to thank Brian from Band App who provided excellent guidance, helped us at every stage of the project and was always online. Undoubtedly, the success of the project is the result of our joint efforts!

Technology stack

Adobe Illustrator

Adobe Illustrator is a vector graphics editor and design program that is used to create and edit various digital images.

Adobe After Effects

Adobe After Effects is a software application that enables to work with animated graphics, create visual effects, edit video.

Client review

Absolutely fantastic work. Very professional and creative. Our ad videos were a hit! We are planning to create more videos with Lemons because they are so awesome

Brian J. Yook
Sr. Global Marketing Manager & Creative Strategist of NAVER Corp.

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