In 2017, International Hotels Group launched their new hotel concept - Avid. Designed to be low on frills but high on attention to detail, it is aimed at  the midscale market with the tagline 'Everyday travel at a fair price.'

I was tasked with making an introductory film to be shown at an expo in Las Vegas for hotel owners to buy into the concept, and to be hosted on the website, avidhotels.com

Part of a larger branding project at design studio forpeople, the video had to communicate avid's ethos to consumers who had no prior knowledge of the brand.

Script, storyboard, animation, shooting, sound design.

With just two weeks from conception to launch, I had to write the treatment and script, work up style frames with designers and draw a storyboard before we could get started shooting and animating. We had to make sure each visual was on brand, at the same time the brand was being formulated.

We landed on a mixture of expressive, clean animations to convey the message in a no-nonsense way, mixed with live action footage, to give some warmth and reality.

We shot over two days in Ice Tank in Soho, continually sending shots back and forth between London and Atlanta, where the client was based.

Our challenge was to visualise a brand of hotels which does not yet exist, so the shots had to be warm and inviting, but not specific to a particular style.

Once we had shot all our footage, we had to clean it up so it would sit well with the pared-down animations, and get to animating the type and iconography.

I led a team of designers, animators and sound designers to make sure the client and the internal team were happy with the results.