The purpose of the video was to inform alumni of site upgrades in a way that would compel them to take advantage of the tool. I executed all stages of the project except for audio, including copy, illustration, and animation.
The goal: Persuade alumni to use the new site.
Our strategy: Stay away from descriptions of specific website features or changes and instead emphasize the site’s function. Tell the story of three individuals, each connected to Duke in a different way. Explain a challenge they are facing in life, and finally, present the new DukeAlumni.com as a tool that can help solve these problems.
The copy effectively conveys the purpose of the new website: to help alumni stay connected. With a longer timeline, I would have loved to spend additional time on the execution of the animation itself to add a wider variety of movement and effects.