GTO, Cognizant

Continuous Delivery

This case study contains promotional video for Cognizant Cloud based code assessment software called “Continuous Delivery”.

Portfolio > GTO – Continuous Delivery

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Overview

The client requested a promotional video for their cloud-based code assessment software, "Continuous Delivery." The initial briefing sessions were highly technical, leaving minimal room for creative input in the video. The original concept was narrowly aimed at core programmers, overlooking other potential audiences, despite the software’s broader appeal—particularly its potential to enhance managers' workflows. This prompted a reassessment of the approach to create a video that would be both engaging and relevant to a wider audience.

Process

Approach DiscoverDesignDeliverReflection

Tools

FigmaAfter EffectsIllustrator

Project Duration

15 Days

The Challenge

The team knew the client had requested two video pieces, with the other already in production and both sharing the same deadline. With just three days to conceptualize and storyboard their video, the team initially opted for a straightforward approach to simplify the task. However, as they progressed through the storyboarding and conceptualization phase, they realized that presenting every technical aspect on screen in a clear and audience-friendly manner would be a significant challenge.

The Solution

After 15 days of production, the team delivered a 2-minute and 42-second video. Translating the technical concept into a format that could resonate with both coders and their managers proved challenging. To overcome this, the team adopted a bold, abstract, and artistic approach. Instead of detailing the technical specifics, the video employed metaphors to illustrate the process. The result was a visually striking piece, featuring vibrant colors and intricate animation sequences, designed to captivate and engage the audience effectively.

Role

Creative Director

Concept

Over the first two days, the team focused on brainstorming creative ways to present the product while actively collaborating with the client. They developed a script that, while somewhat technical, effectively conveyed the client’s intended message. Although the client was pleased, translating such a technical script into storyboards presented a challenge. To address this, the team refined the concept further. Ultimately, Rajkumar proposed using creative metaphors to communicate the idea, moving away from a straightforward presentation of technical features to craft a more engaging and imaginative narrative.

Storyboard

The first two days, the team spent brainstorming creative ideas to showcase the product while actively conferencing with the client. The team came up with a proper script which was a bit technical but conveyed the exact meaning the client intended. Even though the client was satisfied storyboarding such a technical script would prove to be a challenge. So the team decided to refine the concept even more. Finally Rajkumar decided that the concept should be conveyed by using creative metaphors instead of just blandly showcasing technical features

Voiceover

The client provided a voiceover for the video, generated from an online source. While the voiceover sounded natural and fluent, the team noticed that its tempo was slightly fast, potentially making it difficult to synchronize with the animations. To address this, the team decided to create a preproduction animatic sequence using the voiceover, ensuring the animations could be properly aligned with the pacing.

Animatic

To prevent any last-minute voiceover synchronization issues and ensure smooth animation planning, the team created an animatic. They synchronized the voiceover with the storyboards, producing a video that served as both a timeline guide for the animators and a pre-production preview for the client. Once the client approved the animatic, the team moved forward with creating the final animated video.

Style

The bridging phase between pre-production and production focused on styling. The team aimed to create a distinctive look from the ground up. The finalized style struck a balance between cartoony and realistic, offering a fresh and unique approach to this explainer video.

Production

Production commenced four days after the initial briefing, with asset creation and animation happening in parallel. Rajkumar led the sketching and asset creation, while Shanthosh and Karthikeyan focused on the animations. The team worked steadily, crossing milestones and incorporating numerous changes based on the client’s evolving feedback. After 10–11 days of dedicated effort, the video was completed and sent for post-production and final polishing.

Client Feedback

Although the client requested numerous changes and primarily communicated with the leads instead of the entire team, their final feedback was entirely positive. They expressed satisfaction with the video, stating that it effectively conveyed the intended message.

Reflection

The team gained valuable technical experience working with Adobe After Effects, particularly as this was one of the first projects to utilize the software on a larger scale. Throughout production, the team faced several challenges that initially seemed insurmountable, but ultimately overcame them. Key learning areas included:

File Limitations

Animation Techniques

Rendering

Cross-software asset implementation

In addition to these lessons, the team recognized the unique challenges of using After Effects for this type of video. Moving forward, they will incorporate these insights into future storyboarding and brainstorming sessions to ensure better planning. The techniques learned will also be integrated into CI’s Best Practices for future projects.