When Shift first contacted me, I had no idea that RevolCam was going to be such a success. After finishing their Kickstarter campaign video (which included many of the 3D animations I created), they went on to not only reach their crowdfunding goal of $50,000, but surpass it by a staggering 2400% to a total of $1,195,487 raised. The RevolCam went on to win the Innovation Award at CES 2018 and to this day remains one of the projects I’m most proud of. You can look at their original campaign page here.
The campaign video is a mixture of live action shots with 3D animation spread throughout to better explain key features.
The 3D animation was also used as the centerpiece of Shift’s marketing push to promote the RevolCam. In fact, the Instagram ads they ran were purely all-3D visuals.
The overall goal of the animation video was to tease the upcoming RevolCam and its edgeless design while highlighting the main features (revolvable lens, built-in detachable LED, clip-on function and so on).The solution? A ‘Dark Matter’ liquid morphs in the shape of the Revolcam which has a smooth design without any sharpness (like a liquid).
Most importantly, Shift wanted to make the product look as high-end as possible. Beauty shots with shallow depth of field emphasize the beautiful and functional design while highlighting all of the main features.
Shift wanted the shots to be as cinematic as possible. Here I chose low camera angle to make the RevolCam look imposing and dominant.
An exploded view of the internal parts reveals an intricate lens assembly with more engineering complexity than at first meets the eye. I can hardly think of a better use for 3D exploded view than this shot. It really makes you realize the amount of parts crammed into such small space, which makes the product look much more valuable, which is exactly what Shift was after.
Showing how the device works and clips onto a smartphone visually communicates to the audience it’s functionality.
You can watch the final video below:
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