AgriXchange

Art Direction + Storyboard + Illustration

A comprehensive explainer video on AgriXchange
- the Philippines’ first fully-integrated digital ecosystem for its local agriculture sector, where in-app transactions are powered by its own native token, the AgriToken.

Project Background

A Very Cerebral Brief

We were approached with a very single-minded brief: make an explainer video that would not only make a new product understandable, but also have it be interesting enough to win over investors.

The challenge was to transform the initial, dense 10-page script full of tech jargons into something both digestible & sellable.

To retain people's attention, we decided to keep it under 4 minutes - this means cutting up the narrative into 3 main sections: 1. The problem that needs solving; 2. How to solve it; and 3. The future the company imagines.

The Process

The biggest hurdle was getting the pacing right.

Once the script & flow was decided,
the rest was relatively smooth sailing.

Thumbnailing + Storyboarding

When I'm hired as both the storyboarder & illustrator, I always opt for rough pencil boards (as opposed to a clean & polished director's board). I find that this fastens the process and cuts the feedback loop shorter.

Another key point of the storyboard is the transitions. Since the script is information-heavy, the visuals had to aid it by having transitions that helped viewers continue the visual flow from one frame to another. This meant having one element of a previous frame carry over the next. This is present in the video's entirety.

Art Direction

Setting The Look

We decided to go with a colorful palette to match the subject matter: nature & agriculture. The illustrations were clean & simple. We wanted the visuals to complement the info-heavy script by having something less busy.

Final Key Frames

I then refined the thumbnails into final, ready-to-animate key frames. On a tight timeline, not much changed between storyboards to final key frames.The production house did a great job bringing these frames to life.