To promote the daily editions of The Guardian and The Observer for tablets.
To showcase the features with a walkthrough rather than a how to.
The tone should be engaging and sophisticated yet also convey the sense of playfulness as a modern, confident brand.
The video should drive those who view it to download the app or make more of the app if they are an existing subscriber.
This is the second job we have done for The Guardian, so we had a good grip of their brand guidelines. Using After Effects our award winning motion design team created a virtual world that was on brand for The Guardian.
Robert Llewellyn voiced the spot.