Signiant
Project: "Signiant Media Rush"
Agency: Hatchling Studios
Running Time: 3 minutes

Overview: When Signiant wanted a trade-show animation to give an overview of their media distribution software, they turned to Hatchling. Hatchling’s creative team developed a 3 minute animation featuring Signiant as an energy drink that makes media distribution a snap. With a quirky sense of humor, a snappy pace, and a fun feel, “Signiant Media Rush” has been raising eyebrows nationwide at trade shows and on the web.

Creative: Hatchling developed a fun, fast-paced script and an artistic style reminiscent of classic cartoons to create a piece that was more engaging than strictly educational. The color-coded elements and characters help to reinforce basic product knowledge, but the focus of the piece is to generate interest in Signiant, not answer questions. Hatchling artists used pop-culture references, impressive FX shots, sight gags, and more to ensure that audiences are captivated, and in turn intrigued, by Signiant.

Technical: Much of the piece was animated using traditional “2D” hand-drawn animation techniques, with each frame individually roughed, keyed, and colored. Hatchling created some FX shots, such as the global zoom out at the end, in 3D software, shading them to look like 2D elements. Additional FX were applied to create a sense of speed and space in several shots.