Behind The Scenes: AutoMD (Whiteboard Animation)Claude Harrington 05.02.2016
A little while back, we had the pleasure of working with AutoMD to create a pair of 30-second whiteboard animation spots as well as a 5-minute explainer. The goal of these videos was to highlight AutoMD’s standing as a forward-thinking and customer-oriented comprehensive auto repair resource.
The two whiteboard videos we partnered to create are posted below, followed by a short interview with director Chad Einbinder.
Q&A with Chad Einbinder (Director of Spots and Brand Work for AutoMD)
Blake Harris: How did you and your client (AutoMD) decide that an animated explainer video might be the best way to communicate their message?
Chad Einbinder: My client had seen animated explainer videos—short format, 30-second spots—and had kind of latched onto the visuals of it. So we asked ourselves a series of questions, your basic tenets of advertising: What are we trying to do with this product? What is the messaging? What is the best modality to convey the goal of the brand or the product, to help it achieve its goal? After going through these questions, there really was just no reason no to proceed with an animated explainer video. It just really made sense. It was the right idea for his brand.
Blake Harris: In terms of the messaging, what did you and AutoMD believe was the most important point to get across through an explainer video?
Chad Einbinder: My client, whose core business was in after-market auto parts really saw, in an almost prophetic way, that he could bring the power of the digital age to the over-capacity problem in auto repair.
Blake Harris: Can you explain a little more about that problem?
Chad Einbinder: Sure. So basically there was a glut of auto mechanics. This led to a situation where there was an over-capacity and also too many bad shops out there, What my client realized is that there needed to be a thinning of the herd. Not just to make a few shops more successful, but ultimately—by getting rid of some of the underperforming members of the auto arena—to be able to also offer a great consistency to clients. With fairer prices and more transparency.
Blake Harris: That sounds good to me!
Chad Einbinder: Exactly. The goal was to create a system and a solution where everybody wins. Except for the terrible auto mechanics. I mean, auto repair is kind of one of the last areas in our society where there isn’t this kind of accountability. Where the auto mechanic is treated like this mystic that none of us can understand. My client believed that customers deserved better: more consistency and better prices; peace of mind that they weren’t trading their only cow for three magic beans.
Blake Harris: [laughter] Was it effective? Was the animated explainer successful in getting those points out there?
Chad Einbinder: The explainer was invaluable. Not only was it artfully and entertainingly done, but if anyone is looking at their bottom line and wants to improve their business, they couldn’t help but be persuaded. There’s an old saying that, “You’re entitled to your own opinion, but you’re not entitled to your own facts.” And what was great about the explainer was that it was all fact-based—based on research, surveys and national numbers—but it was presented in such an entertaining way. It was very successful in that endeavor of communicating what we wanted to communicate.
Blake Harris: Excellent. One last question: Do you have a favorite part of the videos?
Chad Einbinder: There are a few. I love when the voiceover explains that all you need to do is enter your make, model and zip and then prices drop onto a map. After looking at these prices, the animated character subtly clicks one of the dropped-pins and, suddenly, the price and auto repair shop jump from the large map onto his computer. It’s just that moment—utilizing animation—that shows how easy this can be in the real world.
Chad Einbinder: Another moment—something that we all loved coming up with in the room—is when the car smiles. Because at the beginning of the story, we start with this sick little car. But then there’s that wonderful moment when the mechanic connects giant cables and it, of course solves, the problem and the car smiles.
Chad Einbinder: The last moment that I’ll mention comes at the end. It’s where the money travels back into the purse of our female character and she just does this cute little I’m-winning! smile. It’s great because we see this clearly professional women becoming even more empowered by this great service, transparency and cash back. I just love those kind of moments because they really emotionally connect you to the information and make it more memorable.