Ftrack is one of the world leading platforms for creative collaboration. Used by some of the biggest post-production, VFX and film studios in the world. Fat Free was asked to develop a creative approach for launch content material for their new product, Ftrack review.
Most software product launches have a video that simply shows the UI. They only offer the viewer a sense of the product in a very logical way. We wanted to show what problem Ftrack Review solved. We wanted the viewer to feel the way Ftrack does about collaboration. We wanted to create a sense of momentum. Our intention was to build a tour of the product centred around how it enables creative collaboration, to say to the viewer "this is what collaboration looks like". It was executed through a sharp, staccato use of 2D animation and typography, paired with a driving an relentless beat.