The clients knew they wanted to go the humorous route from the very beginning, while also focusing on the quality of their product and why their screws are different from other screws on the market.
Creation: Concept & Thumbnails
It started with Quickscrews’ much-beloved tagline: “Don’t get screwed.” From there, they allowed us to let our kooky imaginations run wild with this viral-worthy video. We came up with mixing highbrow concepts inspired by Masterpiece Theatre and classic book cover art, with the silly and fantastical, like the exploding Trojan horse. We also included technical aspects, including the actual equation for torque.
Creation: Final Art, Rigging, & Animation
The final artwork was partially hand drawn, with actual photos of the screws coming to life through animation.