Tigershark was commissioned by AMG Group, one of the UK's largest manufacturers of camping and outdoor equipment, to create a portfolio of consumer product videos for the latest tents in the company's Lichfield and Lichfield Exceed ranges.

The sales information videos were devised to be distributed via the Lichfield Outdoor website and shown on the websites of partner retailers like Argos, Amazon.com, Halfords, Littlewoods, The Outdoor Group and Tents Direct (UK).

The videos had to highlight the main features and benefits of each tent in the range, emphasise the quality of the design and materials, and give a clear overview of the products.

Each production had to be "information rich" in respect of the principle features and benefits of each product, whilst also being short and snappy.

A key part of the brief agreed with the AMG marketing team was to create a high quality video production template that could then be replicated across a range at a manageable production cost.

It was clear from an early stage that motion graphics and 3D animation represented the best combination in terms of delivering the clearest illustration to the consumer and allowing the production team to keep control of cost.

A significant challenge for the Tigershark motion graphics and 3D animation team, however, lay in how to animate the 3D models of each tent - particularly the super smooth ergonomic lines of each tent's structure.

That challenge was taken up by Yasmin - the team's dedicated 3D artist - with some gusto!

Once Yaz had done her bit, the post production team could add the finishing touches to the animation and incorporate all the other elements.

The end result is a series of top quality consumer product videos which are meaningful to expert and novice users alike - ideal for today's video-savvy online purchaser.

 

• Illustrate how each product can be of greatest value to a potential buyer • Provide a clear overview that consumer can then use to compare against other products