1. VANDANA SHIVA INTERVIEWED BY ALBA MUÑOZ AND ADRIANNA QUENA
2. ANIMATED GIF MADE BY NIL COMÍ
3. LOGO ADAPTION PLAYGROUND CHINA
4. GIF OF THE PIECE ‘VELASKE YO SOI GUAPA’ BY CHRISTIAN FLORES

Social media platforms provide easy access to behavioural data of the personas (!). Being able to read, analyze and apply this information to art direction and UX was key for the brand’s success, because we observed that:

︎ +80% of the audience watched our videos muted;
︎ +90% did it from mobile, and from a generic feed;
︎ -40% stopped watching the content after ‘00:05’.

Without sound, all the information needed to be understandable exclusively from the visual narrative, and because of the reduced area of the devices, the elements needed to be simple and contrasted. The square-aspect ratio would invade the vertical screen, prioritizing PlayGround’s scope and leaving others’ content out of visibility. Finally, we had a closing animation for branded content that consisted of the client’s logo inside of PlayGround’s. We played with this element in a different context: placing a ‘joke’ – a counter-narrative wink –, instead of the brand. And it became a key visual that would keep the audience watching the content till the end, because they wanted to know what the little joke of each story was.

This is how we created a popular format of the Internet’s content: the 1:1 video with 2 or 3 bold-white-typeface lines overprinted on a pleasantly dynamic sequence of images.

TEMPLATE FOR VIDEO EDITORS

(I might declare I do not agree with the sentence in the main text)

Some highlights that happened during my experience, each involving different teams:

A Team members I was lucky to learn with:

Thank you all for your great work.