HOMER TV COMMERCIAL
On PBS
HOMER’s 15 secs TV commercial PBS
In 2018 HOMER Learning created their first TV commercial as part of a year-long marketing campaign. The commercial, scheduled to play on PBS several times a day for a year, introduced HOMER’s products and features to a wider audience.
The message of the commercial was centered around HOMER’s personalized learn-to-read method: the app taps into a child’s unique passions to spark their love of reading. We thought about using animated illustrations over the live footage to evoke how reading stimulates a child’s imagination and transforms their world.
Our Chief Marketing Officer hired IDOL, a video production company, to collaborate on the concept for the spot and handle its casting and production. I collaborated with IDOL on the art direction, as well as illustrated the digital artwork that was animated and tracked over the video shots. It was an all-hands-on-deck effort, as the Animation Director and I discussed the technical set-up of the layers, vector shapes and texture cards, and he animated the art himself.
Over the course of one year the PBS TV commercial generated 9% of the first time traffic to the HOMER website.
The storyboard showing the initial concept - rough sketches for the animated segments
Close attention was paid to the lighting of the illustrations in order to match the footage of the add.
