Epson EcoTank | Epipheo
The Epson EcoTank Printer® is a fantastic tool for creative professionals. Together with Epipheo, we created a video that could showcase all of its premium capabilities, including photographic print and signature refillable ink tanks for a lower cost per print.
Moodboard Pitches
Creativity in Context
I first pitched creating more context for the printer by placing it in a variety of unique and specific creative experiences: a young artist’s printshop, a grandma’s premium scrapbooking setup, a realtor’s office full of flyers. With clever environment design, the audience could aspire to elevate their printing and their businesses.
Creativity in Motion
The second idea we pitched was an Apple-style product video where we would use colorful transitions and motion to highlight the beauty of the printer and its various features. I really wanted to use the printing power and paper itself to guide the audience through all of their potential new projects. I also knew that we would need a killer, funky piece of music to match the high energy of the transitions.
Beats
Epson approved the second pitch, so it was time to get to beats! In this stage I really wanted to explore the different energies we could get from the flying print transitions.
Motion Tests
To convince the client of our second pitch, I asked Noah Stinson to do some early motion tests of my beats so we could show just how dynamic and fun the transitions could be.
Animatic
After the beats and motion test were approved, it was time to put it all together. Using the client’s script I created this detailed animatic to illuminate all of the key points and work through the exciting transitions. Once it was finished and approved, this animatic would be handed off as a guide for the animator.
Style
Working alongside Noah as he animated, I assisted with the design and layout of the animation. A key part of the style was finding a rainbow menagerie of images to show off the color capabilities of the printer and its ink. I sourced the images from stock and the client’s own library to create this layout that would be the starting point for several scenes. I followed this process in selecting all of the main images throughout the video.
Music & Sound Design
One last bit that I loved about this video was working with Alex McKenzie, our composer, to create a unique and modern piece to accompany the visuals. I really wanted a playful drumbeat and some woodwinds to accentuate the prints flying around, keeping high energy and enough space so that it felt like the music was tailor-made to work with the sound design, not against. It was also important that the music guided us through the scenes, keeping it fresh and engaging as we moved through the touch points.
Credits
Client: Epson
Directed by: Epipheo
Creative Direction: Steven McClure
Art Direction: Katie Sung Lee
Producer: Amy Seibert
3D Modeling: Polymath Studios
Animation: Noah Stinson
Music & SFX: Alex McKenzie