Case Study: Built In, “What’s Next”
Client
Built In is an online community for National startups and tech companies. It is the destination for career advancement across every stage of a tech professional’s career. People use Built In to keep their finger on the pulse of the industry, grow in their current roles and find companies whose missions they’d like to join.
Requirements
Built In was expanding nationally and wanted to create their first ad to increase brand awareness and acquire new users. Since this ad would be many people’s introduction to the brand, Built In wanted to speak to everyone who might use their site rather than a smaller, more specific subset of their audience. After some discussion we identified three key customer groups who we would target: those just starting out in their tech career, those actively looking to change jobs, and those who are building their own teams and looking to hire.
Creative
Built In’s internal marketing team got us off to a great start by giving us a good sense of what their tastes were like, who we were speaking to and what we were trying to say. Based on those meetings, Jump Point’s team developed and pitched four creative concepts for the ad. The winner was decided in the pitch meeting, so we were able to start scripting immediately.
“We are thrilled to kick off the new year with something this spectacular. High fives all around!”
Pre-Production
From the time the concept was decided, we had nine weeks to finish the spot, which was an aggressive timeline for a concept with end-to-end visual effects. To make that happen, we limited pre-production to just three weeks, which meant from the moment the concept was chosen, we had three weeks to write the script, storyboard, and do everything necessary to get ready for the shoot including casting.
Production
We shot in one day on a greenscreen stage in Chicago. Our team used on-set lighting transitions and real props to enhance the effect of the VFX transitions.
“The story telling and CGI work are truly top notch and I was really impressed by the process from afar and the finished result. It exceeded my expectations.”
Post-Production
Post-production on this was handled completely internally by Jump Point which allowed us to work quickly and efficiently to hit the deadline. Our team worked on the spot’s various elements simultaneously, designing, modeling and lighting the backgrounds for our characters at the same time as we were color correcting and keying the footage from the shoot and designing the graphics.
“We are absolutely in AWE of this commercial. Thank you again, it looks incredible.”
Timeline
Overall the process from start to finish took about three months. The creative development process leading up to the pitch took four weeks, the script and storyboard took two weeks, and post-production including all the visual effects work was done in six weeks.
