Solving Complex Brand & Time-to-Market Issues

Despite being a total eye catcher and centerpiece, the homepage movie was only part of the puzzle. The rest of our collaboration with Ektron involved working through complex brand and approach-to-market issues, conversion optimization, and complex user segmentation, to make sure that the right user made it to the right content in a minimum of clicks. Often this involved using design to support usability, and using "Web 2.0" interface techniques to reduce the number of steps needed to see content. In order to address this challenge, TBG designed and implemented a fully content managed movie on the homepage, using highly stylized silhouette animations and a highly creative fantasy environment to convey the power that Ektron gives its users to control their websites. Creating this piece involved story boarding, graphic design, shooting multiple takes of precisely controlled video with a green screen, and then compositing and animating elements. The final presentation was then hooked into Ektron CMS, to give the company the ability to change the priority and emphasis in its primary messages over time, as new capabilities of the CMS come online.