Have you ever heard a scientific fact that activities make kids smarter? Biti's Smart is an ambitious project of Biti's to help kids grow smarter throughout physical exercises. In order to achieve that, Biti's Kid creates a range of shoes with 3 main purposes:
- Comfort: Shoes are designed with latest technologies such as Phylon, EVA and Airmesh to make kids comfortable while wearing. As the result, shoes are softer, lighter and more comfortable.
- Smart: Inside every shoes, there are chips designed to track kids activities. These chips are connected with Biti's Smart app so parents can review all the physical datas and suggest them the best activities for their children.
- Together with IPD, Biti's want to study and research the activities benchmark for Vietnamese kids.
Our Scope of work: Create a story to inspire audiences of Latest Biti's Kid's product.
Client: Biti's Kid
Agency: Redder, Red Cat Motion
Director: Leo DINH, Hoang Anh
3D Production: Freaky Motion
Live Production: Draco Film
Sound Designer: Luke Brown
How did we make this?
The project is very inspiring, and so challenging. We only get the right outcome until the last minute. From the beginning, this project was strictly confidential because it would become a game changing. Our Director Leo DINH had to work on the concept alone himself without letting anybody knew.
The brief was very simple in the beginning. We only knew that the client was making the product while briefing. They also provided lots of fact and inspiration sources to us. Based on that, we had to think of the story concept and propose to the client. In the proposal, storyboard was drawn very roughly to catch the ideas
Our director want to combine live action with 3D animation. This was a challenging approach as we only had less than 6 weeks to produce the film. We wanted to get the look that kiddy, bright, colorful and a bit of technology involving.
All the 3D animation was executed by the great team Freaky Motion. Hoang Anh was in charge of animation direction. This task was never easy to get the right look and feel, especially Biti's doesn't have a clear branding guideline as they are building them.
The video talked about brain growth, but our director didn't wanted to show a real brain, or too scientific images so he briefed Hoang Anh to use spheres and connected them in a pattern. The first approach impressed the client but all the images didn't connect to the brand very well, especially the colours.
We met the client and agreed to keep the video colorful but bring more red and blue to every single images. When you looked at one single image, it looked fine but they didn't connect very well as a video.
After working on many options, we discussed with the client and convinced them to use blue as the key colour and other colors like red, orange, yellow were secondary only. The final result was very pleased. It worked very well with the brand and connected everything seamlessly.
We featured HUD in the video to share an idea of parents can track their kids' activities on a mobile platform. The first design brought the tech feeling, but didn't fit our theme. As a result, we revised and used the second design as reference for all the HUD designs.
If you watch the first draft, you will there is a big improvement on the latest version. Finally we did it.