1
Creative Brief
- Project Overview
Commissioned by Bayou City Productions to produce a series of short-form videos that explain what a smart grid is and how CenterPoint Energy is deploying it across Houston. The focus was on converting technical utility infrastructure into compelling visual content for public awareness.
- Goals
Increase public awareness of the smart grid technology in Houston and educate viewers on how CenterPoint is leading in this space. The campaign was designed for online viewership to drive traffic and comprehension.
- Challenges
- Translating complex grid technology into simple visual language
- Accurately designing technical components using Cinema 4D and After Effects
- Ensuring that the animation mirrored real-world smart grid architecture
- Timeline5 weeks / Completed 2015
- Team Size
1 Member
- Roles
1 Member
- Tools
Adobe After Effects, Photoshop, Illustrator, Premiere, Audition
- Outcome
2
Live Product Simulation
3
Motion Principles
Primary
Seconary
Tertiary
Key Motion Components
- Primary Motion
The project led to a 20% increase in web traffic to the smart grid landing page, with an impressive 75% average completion rate across all videos. The content successfully clarified a complex subject and positioned CenterPoint as a forward-thinking utility provider.
- Secondary Motion
- +20% Increase in page traffic
- 75% Completion rate across micro-videos
- 3X viewer understanding (measured via post-campaign surveys)
- 100% technical animation accuracy (validated by SME review)
- Tertiary Motion
This project reinforced the power of visual storytelling when explaining technical topics to a general audience. It also highlighted the value of scripting for clarity, and the need to balance design creativity with technical fidelity in motion design.
- Rationale
Easing Curves & Durations
navigational transitions
Custom Animated components
Infographics
4
Engineering Implentation
Approach
Prototype Setup
1
Build Overview
2
Creative Rationale
Goal
Increase public awareness of the smart grid technology in Houston and educate viewers on how CenterPoint is leading in this space. The campaign was designed for online viewership to drive traffic and comprehension.
Process
- Research & Scriptwriting: Developed scripts to explain the grid’s purpose and mechanics.
- Storyboarding & Visual Planning: Each script was divided into micro-videos focused on bite-sized learning.
- Production: Built animated environments with lighting, power flow, and UI overlays to show functionality.
- Post-Production: Finalized motion design and sound for maximum clarity and impact.
Key Highlights
Detailed Insights
Deep Dives
Learning Science
2
Creative Rationale
Goal
Challenges
Process
Impact and Results
Measurable Outcomes
Takeaways
1
The brief
Goal
Increase public awareness of the smart grid technology in Houston and educate viewers on how CenterPoint is leading in this space. The campaign was designed for online viewership to drive traffic and comprehension.
Challenges
- Translating complex grid technology into simple visual language
- Accurately designing technical components using Cinema 4D and After Effects
- Ensuring that the animation mirrored real-world smart grid architecture
Learning Objectives
Learning Science
Learning Methodolgy
Process
- Research & Scriptwriting: Developed scripts to explain the grid’s purpose and mechanics.
- Storyboarding & Visual Planning: Each script was divided into micro-videos focused on bite-sized learning.
- Production: Built animated environments with lighting, power flow, and UI overlays to show functionality.
- Post-Production: Finalized motion design and sound for maximum clarity and impact.
Impact and Results
The project led to a 20% increase in web traffic to the smart grid landing page, with an impressive 75% average completion rate across all videos. The content successfully clarified a complex subject and positioned CenterPoint as a forward-thinking utility provider.
Measurable Outcomes
- +20% Increase in page traffic
- 75% Completion rate across micro-videos
- 3X viewer understanding (measured via post-campaign surveys)
- 100% technical animation accuracy (validated by SME review)
Takeaways
This project reinforced the power of visual storytelling when explaining technical topics to a general audience. It also highlighted the value of scripting for clarity, and the need to balance design creativity with technical fidelity in motion design.
Accessibility & inclusion
3
Results
CenterPoint
