Trello: “Feels Like Magic”
︎︎︎ FA2019 c/o Instrument | ︎Art Direction, Digital Campaign & Film Production
From startups to Fortune 500 companies, Trello has transformed the way teams work. Allowing them to Go From Idea To Action In Seconds with intuitive card-based, Kanban-style boards, emojis, and stickers characters.
Multiply Your Productivity, Literally.
Trello came to us with the goal of driving qualified sign ups by positioning Trello as an easy and robust tool for business teams. To do that, we created an integrated campaign that connects the Trello brand attributes to key product features through the concept of “Feels like Magic”. The concept employed magic-based metaphors — magic rings, vanishing tricks, multiplying people — as fun visual hooks that illustrate how Trello solves three key pain points of modern collaboration. Watch the Creative Process ︎︎︎
Performing magic on set
Partnered with LA-based production team Ways and Means and Director Jon Paul Douglass to bring the vision to life:- Casting (we were looking for diverse office-agnostic characters with a touch of humor)
- Script Development-
- Storyboarding
- Shot lists (video and photography)
- Wardrobe and Styling
- Locations (giant sound stage)
- Set Design and Propping (we built an entire office on the stage, just like theater)
- Music (composing magic)
- VFX in-house partners (that brings all the magic tricks together)
The Team
Creative Directors : Chris Larson & Jack De Caluwé
Art Direction & Design by : George Widodo
Design by : Justin Kielbasa
Motion Design by : Brian Kinkley & Marc Lehman
Produced by : Hannah Carlton & Miranda Ripka
Executive Producer : Katie Hilgemann
Strategy by : Jess Raschio
Writing by : Nancy Strange
Storyboards by : Jordan Domont & Violet Reed
Edited by : Kyle Stebbins
Assistant Editor : Brian Kinnes
Production Support : Ellen Kong
Production
Directed by : Jonpaul Douglass
Production Company : Ways and Means (Los Angeles)
Post Production
Music by : Blake Henderson & Marmoset
Mixing Studio : Joint Editorial
Sound Design by : Noah Woodburn
Color Studio : The Mill
Colorist : John Bohoskey
Photography Retouching : Shay Platz
VFX : DextFX Studios
Voice Over : Morgan Pate