Verizon Jetpack is a mobile wifi hotspot that you can take with you to access wifi wherever you go. The initial concept came from the efficiency of sketching ideas with just a sharpie on paper, something that happens a lot in the brainstorming world of art directing.
What was specifically challenging for this project was the amount of illustration and content the script contained within a 30 second spot. Watching a hand draw something is not particularly interesting for 30 seconds, so we had to create a faster language that was somewhere in between drawing and cel animation. We ended up having the hand model draw specific objects within each moment, while everything else animated. Sometimes the drawing was much looser, and that line slowly animated and formed into a more specific shape. We wrestled with timing, sometimes taking a frame or two here and putting it there, just to make sure everything had just enough time to be understood.
Brand New School