A Music Video Made for Dancing!
Share it is a comprehensive course designed to teach English, created by a well-known multinational publisher. This course covers elementary educational levels, with protagonists who go on daily adventures, helping students learn while being entertained.
Project Scope:
To promote the course, a song was composed, and we were commissioned to produce the music video. At that time, TikTok dances were gaining huge popularity, and the client wanted the characters to have catchy dance moves that kids could easily replicate. Our initial proposal was to incorporate these dance moves into the “Share it!” concept that had already been developed for the educational videos. The animatic focused on the protagonist preparing for school, spreading happiness to all the characters she encountered along the way.Although the idea was well-received, the client wanted to place more emphasis on the dance moves. We then decided to change the setting, focusing more on the dance without losing the original story. We chose to set the action in a school performance, where all the characters were part of a musical number with a stage and props they had made themselves
Creative Solution
The approach of a school auditorium stage benefited us in production terms, as it reduced the need to create multiple backgrounds. However, we didn’t want the result to look simple or static, so we leveraged the narrative to have the characters change the stage elements themselves, as in a school play, adding a touch of humor and dynamism.
To ensure the dance moves were authentic, we recorded a dance teacher and two students performing to the music, and then translated those movements to the animated characters.
To enhance the video’s quality, we produced the animation for three central characters in full animation, while the secondary characters were animated in cutout animation. This approach allowed the final piece to strike a balance between dynamism and detail.
Achieved Success.
The result was a solid promotional piece with a catchy song, clear and easy-to-follow dance moves, and visually appealing animation. Thanks to the post-production work, which included both 2D (full and cutout) animation and the generation of lighting and stage elements in 2.5D (a technique in After Effects that emulates real camera depth), we created an experience that not only effectively promoted the course but also captured the attention and excitement of young viewers.
