You pay how much for payroll?
This YouTube ad for a payroll platform used motion graphics to highlight their “better cost for more” value proposition.
Tools used: Adobe Illustrator, Adobe AfterEffects
For the best experience, watch with sound!
The challenge for this payroll software ad was to capture attention despite the somewhat dry subject matter.
The footage of the 😱 emoji was a perfect find. Its universally recognizable facial features offered a strong visual hook for a diverse audience, and when paired with audio, it effectively engaged viewers within the opening seconds – 33% of viewers made it to the 50% mark despite being able to skip the ad at 6 seconds.
Script and key frames
Planning the scenes based on the script.
click on images for a better look 🔎
The intro footage is sourced from iStock.
Both, edits to the footage, and composition creation for this scene, were done within After Effects.
“You pay HOW MUCH for payroll?”
For the following scenes, elements of each frame were created in Illustrator – in sequenced layers – based on their appearance. They were then imported into After Effects to animate.
“…What if I told you, you could spend a fraction of that?…”
Version 2 of the video that switches to using a bar chart.