BRIEF
Butterfly was launching their next generation probe, iQ32. For the launch, they needed a creative campaign that could be utilized across digital platforms, and include video and static creative. While Butterfly is the least expensive whole body handheld probe on the market, many clinicians had an issue with their image quality. David Carpenter focused on the overall scope of the project, EJ Brieva directed the animation team to create a series of animated shots for the commercial, plus stand alone videos showcasing the new features of the product.
ROLES
Agency
Malka Media
3D
Josh Myers Alan
Russell Konzelmann
Editors
Dave Clanet, Jon Pierce
Creative Directors
David Carpenter
EJ Brieva
2D & VFX
Russell Konzelmann
EJ Brieva
Emily Thompson
Mia Rico
Sound Design
Gaelan Mullins
Art Directors
Kato Tombs
Kait Turkett
Storyboards
Phil Powers
Emily Thompson
Color
Sam Meneses
VFX Supervisor
EJ Brieva
Copywriter
Brittany Wagner
Producers
Eric Schwatz
Alicia Parker
GRADIENT
The client gave Malka a starting point with a preexisting gradient approach, color scheme and glass aesthetic they had been experimenting with. One of their mint green colors was overall difficult to work with as it was muddying up the combination with other colors. Ultimately we found a nice balance that didn’t compete against itself.
GLASS
Another key aspect of the new brand was going to be glass. The reasoning behind this was that the glass/slatted look mimicked the scanning process the probe does. When a scan happens it take a sequence of still images and plays them back, not too dissimilar from how standard animation works. We went through various phases of the scans, and while we ended up with some pretty unique looks, the client ultimately went for something a bit more traditional that their client base was used to. For transitional elements we also incorporated some frosted glass combined with the gradient, something to be used sparingly.
COMMERCIAL
Shark went on to release the FlexStyle in Europe in a new black and gold colorway. Once the FlexStyle had been out for a year, Shark introduced a version of the product called SmoothStyle with some removed features that targeted consumers that did not need as many of the bells and whistles. We updated the airflows a bit and gave SmoothStyle it’s own color palatte.