BMW is looking for 700 "Electronauts" to drive its new electric car, the BMW ActiveE. NY-based design studio Valins&Co. worked closely with the team at Kirshenbaum Bond Senecal + Partners to create a classic call to action that appears on the BMW ActiveE website.
Knowing that priority number one for this piece would be messaging Valins&Co. developed a typographically based solution.
"We knew the series of scenes had to do two things," explained Scott Valins, Valins&Co. Creative Director. "They had to be visually engaging yet at the same time they had to clearly deliver the complete call to action without a voiceover."
Using typography in various compositions allowed Valins to pace the viewer through the whole message and create anticipation of what's going to be said next. In addition to maintaining diversity and the viewer's interest the team also focused on overall cohesiveness so that the BMW brand would resonate throughout.