Hoovers: Sharing Creative Vision

Directed by Revelator, this internal CRM spot may be about information only a sales rep could love, but Matt Muir’s vision and David Hobizal’s animation made our drawings come to life. Our goal was very simple, and tied directly to a very basic concept: present unbounded data throughout the spot that is structured and cohesive. A simple mirror of the CRM itself. If you don’t know what a CRM is, that’s ok. There’s other things to love about the spot.

Color palette and typography follow and respect the corporate graphic standards from Hoovers. The bits and pieces come from us; structured elements that always remain open. After all, the system is about sharing and access, and we were passionate to avoid the 45° mitered panels that define “technology” in film and motion spots so frequently. We also sought to give the director and the animator a “kit of parts” that would allow them different ways to tell the story while holding together a coherent visual language and identity throughout the spot. Important issues, as the budget was not that of a feature film but an internal bit of advertising to a very specific and limited audience.

Ring clusters. Randomized patterns over a structured base.

Sales associates and qualified leads, our two character prototypes.

Chunks of data from other areas of the spot.

Hoovers CRM.
Directed by Matt Muir for Revelator.
Animation and motion design by David Hobizal.
Art direction, storyboards and graphic design by FÖDA Studio.