Elsevier ClinicalKey Gets Animated
A YouTube Channel Trailer is meant to inform visitors of what they can expect from the channel, and convert them into subscribers. It has to be more than a just product overview – it has to entertain.
For Elsevier ClinicalKey, we didn’t want to create just another stodgy healthcare video – there are far too many of those out there already.
We wanted to create something friendly and approachable that would connect with viewers, and we challenged ourselves to use more detailed animations and effects than we typically see in the industry.
We knew that a more playful tone could work for their audience, having previously used an 8-bit motif for their Key Innovators Campaign. With that in mind, we decided to animate their orange logo, making it the “hero,” or central figure of the video.
As our hero changes size, position and shape through the use of animated paths, it tells the story of who ClinicalKey is and what they do. Wiggle paths, texture overlays, and rough edges give the piece a hand-drawn feel, and the quick movements, transitions, and inertia bounces give the video energy.
The end result is more than just an introduction of ClinicalKey as the world’s first clinical insight engine. It’s a glimpse at the personality behind the brand.
