Park Inn by Radisson

Brighter Basics Animation 

Brand Refresh

Park Inn sought to produce an animation short for the brand's session at the 2024 Choice Hotels Convention. We delivered a one-minute video reflecting Park Inn's updated illustrations, color-blocking palette, logo treatment, and messaging. 

The creative development for this project relied on line art provided to us by Park Inn's design agency. We received the final line art, integrated our creative process, and then outputted a storyboard based on the initial art direction. We strategized on the movement of the line art, animating based on the overall pace. The line art animation is carried throughout the entire video. Transitions for color blocking were considered based on visual flow. Specifically, we used color as a creative opportunity to emphasize specific messaging in the voiceover. For example, "bright" in the yellow font is introduced while it is mentioned in the script. Text onscreen conveyed branding keywords. This strategy seamlessly creates a correlated visual and audio experience. Considering Park Inn's language, we wrote the script based on the brand's modernized refresh, focusing on the hotel's selling points. We sourced the talent for the VO and chose a distinctive voice that appeals to the target demographic of Park Inn guests. Other soundtrack features included audio effects to tie in the park theme and calming, uplifting music to set the mood.

During this project, everything flowed smoothly at the brand level. We collaborated directly with Park Inn's brand director, ensuring the timeline was well-coordinated. The turnaround was six weeks from start to finish, considering Choice Hotels' acquisition of Park Inn by Radisson.