Our friends and neighbours at Make Agency recently approached us to help them to produce a series of video marketing content for one of their clients; Racing Post B2B.

We were asked to create content primarily for a large screen at Racing Post’s trade stand at the ICE show at Excel in London. The video content was a showcase of all the current and future products and digital innovations underway way within the Racing Post B2B stable. The on screen content was largely designed to reflect and embellish the printed design materials on show at the stand that were created by Make’s graphic design team.

Working closely with Make during the final stages of the design for the printed brochure meant that assets could be adapted and utilised for onscreen use. Being in close proximity at the same studios at The Pill Box in East London, we were able to quickly discuss the script, create assets and build them into the edit very efficiently, providing valuable speed when working to a tight and fixed deadline for the start off the show.

The assists were animated in After Effects and built into a FCPX timeline where backgrounds were created using archive sports footage which we graded to produce a bespoke aesthetic that was complementary to the Racing Post brand but retained the energy within the footage. These background elements also provided a contrast to the brand assets, allowing them to become the focus for the viewer. The text content was edited down from the brochure copy to ensure a concise and assured communication of the key messages.

During the production of the content for the main show screen, the client also requested that we create a series of mock ups for new product in development. The Racing Post Tipster application was already in development for Horse Racing and Football, but they wanted to demonstrate it’s application in wide range of sporting genres such as cricket, tennis, boxing, rugby and cycling. Using the original mock up as starting point, and Make providing new assets we created 11 new sports as a single looped film to be shown alongside the Horse Racing and Football content on 3 portrait screens on the show stand.

The work was completed on schedule with time for the all important testing before the show opened to the public. It was great fun to work alongside Make and Racing Post on this production and we’re really pleased with the results of this animated digital marketing content.

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