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MaaS CAV Consortium

WHAT SERVICES DID WE PROVIDE?

On this project we provided video production with supporting animated graphics.

WHAT WAS THE BRIEF?

MaaS CAV, or Mobility as a Service, was a joint project delivered by a consortium of companies from across Oxfordshire, to bring to life their findings from a recently completed feasibility study exploring the use of autonomous vehicles as a service in Bicester.

The brief was to create a short video under 10 minutes that explained what the feasibility study was and why it was necessary to explore, then subsequently highlighting their findings and what would be needed in order to bring the study to life as a real-world project. This video was then going to be shared with other companies who may be interested in joining the consortium, as well as potential grant funding decision makers. Whilst it was assumed that many viewers would be familiar with the technology being discussed, we needed to be careful not to go too technical to ensure that the video didn’t alienate those who may has less familiarity with the concept.

To bring the project to life and ensure all of the key points were covered, the video needed to include a number of different creative elements:

WHAT WAS OUR APPROACH?

With multiple parts of the brief that needed to be fulfilled, we created two teams to deliver the project. The first team initially focused on filming the interviews and supporting video footage from around Oxfordshire, before moving on to the editing of the video. Tthe second team focused on creating the animated elements, which were then passed to the editors to add to the main video.

Right from the very beginning we knew we wanted to create something that felt exciting and futuristic, something that we thought would complement the theme of autonomous vehicles nicely. This manifested in 3x ways:

  1. The lighting for the interviews
  2. The filming approach to the supporting footage
  3. The style and backgrounds of the animated elements

The Interviews

For the interviews we wanted to create something that felt a bit mysterious to coincide with the mystery surround autonomous vehicles and how they could implement into normal roadways. With this in mind we decided upon a science fiction style look and feel, creating a dark, contrasty image, full of blue lighting, a style seen frequently in visual content surrounding science, technology and medicine. We felt this would complement the futuristic and exciting innovations of the project. All of the interviews were captured with two cameras which allowed greater flexibility during the editing process, but also allowed us to use close ups to highlight specifically important facts or figures.

Supporting Footage

With the length of the video going to be around 10 minutes, the first initial reason to capture supporting footage was to provide us with other visual elements that could break up the interviews and provide extra aesthetic interest to the video. From a strategic and creative standpoint, this footage would be used to enhance the information being discussed, in particular to show the current transport links and solutions currently in place around the county, as well as to show off the concept of an autonomous vehicle.

To keep the video engaging and exciting we wanted to have the camera moving as much as possible during the supporting footage clips. As Bicester was the chosen town for the feasibility study and a focus of the proposed route the autonomous vehicles would take, we wanted to bring the audience on a journey along that same route. To achieve this we mounted a number of cameras to our production vehicle, one facing the front to capture a point of view shot of the road ahead, and one on the side to capture an interesting image of the car wheel moving with some visibility ahead.

For the rest of the supporting footage we used tried to capture movement within the images themselves to keep them engaging, for example trains moving, people walking around.

The Animated Graphics

The animated graphics incorporated 3x main things:

For the interviewee names tags we again wanted something that felt science fiction like, but also complemented the idea of “connectivity”. With that in mind we developed an idea that involved multiple connecting lines and dots that moved around and came together to reveal the persons name and job title.

For the mobile application the graphics needed to showcase how quick and easy it would be for someone to book a ticket to ride on one of the autonomous vehicles. To achieve this we needed to bring a user interface to life and cycle through the various screens a user would interact with. The client provided us with design mockups of the proposed user interface, which we then took apart to animate each section piece by piece to build up the user journey.

For the animated route we took an existing road map of Bicester which we then draw over in our own style to ensure the route was accurate. We stripped out minute details so the focus was just on the main route and the key stopping points along it, i.e. Bicester Train Station. This then enabled us to animate the route and show how the autonomous vehicles would move from point to point around the town.

The Editing

With multiple moving parts to this project and a variety of stakeholders involved in the decision making process, we decided that we needed to be able to provide versions of the video a various stages of completion to ensure we got timely sign off certain aspects, whilst others were still being created.Whilst the animated elements were being created, we put together a first edit that would firstly help structure the narrative and the order of which the facts were being presented, as well as secondly allowing us to define exactly where each animated graphic would go. At this stage we placed holding images to showcase where the graphics would go.

WHAT WAS THE FINAL RESULT?

The finished product was an in-depth 9 minute video that was very well received by all members of the consortium.

 

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