"We enthusiastically share praises for your work. The Open Context video has had a FANTASTIC reception. People absolutely love it, and it is having the intended impacts in terms of explaining the core of what Open Context is about." - Eric Kansa, Ph.D., Program Director, Open Context
One of our favorite productions to date, The Open Context group approached us to help them explain to their target audience the Open Context Value Proposition. The project was a blast to work on and the clients were first class, heavily collaborating with our team, which resulted in a video that truly hit the mark!
Objective: Explain Open Context - A resource that enables researchers to publish data/research in an open source web-publishing platform available broadly across the web, with editorial services and publishing features that increase the credibility, the aesthetics and usability of their research, attributes that will further use of their work. In defining what it is, differentiate why it is better than other solutions on the market, but don’t name them (see “The Competitive Situation” below).
Single Key Message: Valuable research should be shared broadly to further the learning that stems from a contributor’s work and the publishing process should optimize the integrity and usability of the research. Open Context, an open source web-publishing system, provides researchers with superior publishing services at a reasonable cost.
Video Target Audience: The target audience for Open Context is the researcher/contributor that pays for their research to be reviewed by the AAI and posted online through Open Context. They are typically English-speaking people in academic or research positions.
Story: The length of this video was 60 seconds so we had a bit of time to tell the story. Time we certainly needed to clearly communicate a challenging and somewhat complicated value proposition. Critical to conveying the message was the development of a protagonist that was easily relatable. The Toon Team worked extensively to create our central character Stan, a pudgy, bald, middle-aged man who our audience fell in love with. This character-focused strategy made it easy to develop the initial treatment, and final story. Following Stan as he discovered the answer to his dilemma was a fun and enlightening journey for the viewer, proving yet again the power of our animated character approach.
Single Key Message: Valuable research should be shared broadly to further the learning that stems from a contributor’s work and the publishing process should optimize the integrity and usability of the research. Open Context, an open source web-publishing system, provides researchers with superior publishing services at a reasonable cost.
Video Target Audience: The target audience for Open Context is the researcher/contributor that pays for their research to be reviewed by the AAI and posted online through Open Context. They are typically English-speaking people in academic or research positions.
Story: The length of this video was 60 seconds so we had a bit of time to tell the story. Time we certainly needed to clearly communicate a challenging and somewhat complicated value proposition. Critical to conveying the message was the development of a protagonist that was easily relatable. The Toon Team worked extensively to create our central character Stan, a pudgy, bald, middle-aged man who our audience fell in love with. This character-focused strategy made it easy to develop the initial treatment, and final story. Following Stan as he discovered the answer to his dilemma was a fun and enlightening journey for the viewer, proving yet again the power of our animated character approach.
Follow our journey for the Open Context animation by clicking on any of the project's major stages. To view the entire Case Study, click here.
1. Questionnaire
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2. Creative Brief
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3. Treatments
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4. Script
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5. Storyboards
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