Perfect Draft Pro is an innovative, home-use beer-dispensing machine that delivers perfectly chilled draft beer. With adjustable temperature settings and the ability to keep beer fresh for up to 30 days, it offers a premium at-home experience.
I was invited by Vidmob to collaborate on this project, with my role focused on designing and animating the ad based on the company’s brand visual framework and a script provided by the creative director.
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The campaign aimed to boost product consideration by driving engagement and view-through rates, emphasizing the machine’s quick setup, ease of use, and functionality.
Target Audience: Well-earning male beer enthusiasts aged 30+, primarily professionals who value quality and are willing to invest in premium products. This makes the machine less appealing to younger or budget-conscious consumers.
Consumer Behavior: These professionals enjoy hosting and socializing, with the PerfectDraft machine enhancing their home gatherings.
Positioning Strategy: Positioned as a luxury item, the machine appeals to those seeking to elevate their home entertainment experience.
The client wanted a bold, exciting ad, aligned with their vibrant visual style, featuring dynamic transitions and eye-catching typography. Key elements included the integration of their signature 'flow' graphic, animated to guide the viewer's attention, and the company’s signifier used as a seamless transition.
We were given a variety of images and videos, and we enhanced the narrative with carefully selected stock assets to complement the brand's existing materials.
Brand’s visual framework
Creative director's references
Design and Animation Development
The design and animation process unfolded over several stages, evolving from initial concepts to final execution. I incorporated client feedback and refined key elements like motion graphics, transitions, and brand integration. When searching for stock footage, I used both Vidmob’s internal asset library and external platforms like Pond5 to find the right images and videos.
Audio Integration and Sound Design
A key element of the process was working with audio to complement the visuals. This involved selecting a soundtrack that matched the ad’s energetic tone while ensuring it fit within the 15-second time limit. I synced the visuals to flow seamlessly with the music, editing the track so its ending felt natural, avoiding abrupt cuts or fades. The "swipe up" CTA at the end was timed to align with a natural audio cue, enhancing its impact.
To enrich the sensory experience, I incorporated few sound effects in the edit. When searching for the perfect beer-pouring sound, I couldn't find one that felt just right. In a moment of creative thinking, I decided to experiment and stumbled upon a recording of an espresso machine, which, to my surprise, worked remarkably well.
Reformatting for Meta Platforms
The project also involved creating reformatted variations tailored specifically for Meta's Facebook and Instagram platforms.
After designing the 9:16 Stories version and gaining client approval, I created adaptations for 9:16 Reels, 4:5 In-Feed, and 16:9 In-Stream formats.
For each platform, I carefully considered UI limitations and best practices, such as adjusting for safe zones, repositioning or removing the logo from the top, and modifying the CTA - either animating it to encourage a swipe-up gesture or keeping it static after it appears.
