Parking Coupons
Overview
In the early Fall of 2024, I led the design of a promotional video for PayByPhone’s latest product feature–Parking Coupons. The animated video showcased the feature's unique benefits to educate each of the company’s target audiences. I managed this project from ideation to completion, creating the script, storyboard, animation in After Effects, and voiceover. The video was well received by all internal stakeholders and the audiences that consumed it.
Objective
Produce a 60-second promotional video for PayByPhone’s new Parking Coupon feature to educate each target audience (clients, small businesses, and app users). The video also needed to translate well in social media and client presentation settings.
Key results
Research
My primary goal for this project was to produce a clear and concise video that effectively marketed to and educated each of the very different audiences the company’s Client Success team was targeting. To achieve this, I studied the Apple Keynote Product Commercials, which are highly regarded for successfully balancing promotion and education, while showcasing how the products work in the real world. Using these videos for inspiration, I was able to begin work on the video’s storyboard.
Ideation
I began this project knowing that the video needed to be quick, catchy, and digestible by anyone who watched it–clients and social followers alike. To achieve this, I wanted to blend PayByPhone’s past video style, with the visually engaging and easy-to-follow nature of Apple’s Keynote Product Commercials.
Once I was clear on the direction of the video–and how I planned to meet the stakeholder's goals–I wrote the storyboard and collaborated with key internal teams (Product, Sales, and Marketing) to refine it. After finalizing the script, I recorded and edited the voiceover, created assets and 3D mockups in Rotato, and produced a rough draft. Based on feedback, I made necessary edits, re-recorded the voiceover, and finalized the video for export to YouTube.
Challenges
- Producing a high-quality video like this takes time, especially when–outside of approvals and feedback–you’re a one-man team. With a tight turnaround, I had to set realistic expectations for the requesting department and work wisely to get the video finalized in tighter-than-normal circumstances.
- Another unexpected challenge that arose was a change in scope halfway through the production of the video. Initially, the key stakeholders were only interested in using the video for promotion to clients, small businesses, and parkers. Well into the project, the audience scope was broadened to include social media, meaning that the video would need to resonate with anyone who watched it, regardless of their familiarity with the PayByPhone app.
Final results
A high-quality promotional video that was very well received by all key stakeholders—so much so that the team plans to use this as a template and framework for future promotional videos.
This is a project I feel particularly proud of, as it demonstrates my ability to manage video production from start to finish, while also showcasing my video animation skills. I’m also thrilled that this project allowed me to learn a new tool (Rotato) to create 3D mockups that helped bring the idea for the video to life.
PayByPhone Block Party
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