Allstate – Home Care
Home Care is a home maintenance program created by Allstate Insurance and Angie’s List. Through Home Care, clients receive home checkups throughout the year. If the inspector discovers an issue or necessary repair during a checkup, Angie’s List then recommends highly-rated service providers to make the repairs. Stuff gets fixed, and everyone wins.
As part of their initial launch, our friends at Allstate came to us wanting to create an explainer video animation that communicated their offerings in a warm, friendly and straightforward way. They also were keen to make the tone of the video sophisticated and differentiate them from the competition.
To kick off a project, we always start with a thorough discovery phase to understand the client’s objectives, audience, and brand positioning. We ask tons of questions and have a specific process for uncovering this information, much of which isn’t readily apparent.
We peel back the layers, discard the unimportant and distill main ideas into core themes.
Since the core demographic would be relatively wide—young families, first-time homeowners, and seniors—we decided the video should feel both edgy and relatable.
During our initial research, we discovered the insight that a home requires constant care and maintenance—just like a work-in-progress. We were intrigued by this idea of ongoing development, and it became our main inspiration for everything going forward.
To create this unique, friendly environment, we opted for a sketchy blueprint style that blended rigid architectural lines with hand-drawn elements. We also illustrated the characters to look like real people instead of generic icons. Sometimes icons are better but to get the organic feel we wanted, we decided these should look like real people with detailed facial features and clothing choices.
Armed with an insight and inspired by research, we began the design phase by presenting mood boards to the client. These boards were carefully curated to contain reference images we found interesting and relevant to the sketchy style we were proposing.
This part of the process is essential to getting on the same page with our clients, both visually and conceptually. We’re trying to communicate emotion and feeling, as well as show clients we understand the brand. We do this before putting time and resources into the actual design because it saves time, money and frustration. And who doesn’t want that?
Our characters were drawn by the talented illustrator Michelle Kondrich based on a set of references we set forth. We asked her to draw the characters using a particular type of fine point pencil to get the line quality to match with the 3D look we developed. It was important to us that the technical details were accurate—just making things look good wasn’t enough.
We sketched out the different rooms and where exactly the characters would live so Michelle could illustrate exact poses. The illustrations were drawn by hand first, then scanned and converted to digital files for integration.
When creating new looks and experimenting, we always run into difficulties. For this project, the hardest part of the production process was figuring out how to make hand-drawn illustrations work seamlessly with 3D renderings. We went through many different iterations to ensure the 3D renderings had an organic quality to the lines and matched the hand-drawn illustrations.
Making computer art look like human art ain’t easy.
Once we settled on our script, design process and final art direction, we delivered a storyboard to Allstate. The boards allowed them to see exactly how the project would unfold, scene by scene, with no surprises.
With everyone on the same page, we went into full production and delivered a rough draft. There were a few minor changes that needed tweaking but nothing major. Once we moved to a second draft and achieved picture lock, we added final music and sound design.
Within four weeks of starting production, we presented the final deliverable. Allstate was extremely happy with what we created for them and we were jazzed about the whole experience.
If you have questions about this process or the project, hit us up.