Democratic National Convention Opportunity Economy Animation
2024 Convention
Sometimes, with a deadline bearing down, the right concept for bringing a script to life seems just out of reach. The Democratic National Convention was around the corner, and our project, meant to communicate the Harris/Walz economic vision during the prime time event to millions of viewers, was nowhere near ready. In fact, we had nothing— not even a script. It was just five days left before delivery, and we were huddled over our computer screens discussing how we might pull it off. We contemplated a live or filmed performance, but neither offered the balance of control and adaptability required. By the time the call ended, we decided to stick with the path that, while daunting, offered us the most control: animation.
Will
Hyler
Creative Director / Supervisor of
Motion Graphics
He/Him
The Only Constant is Change
We are no strangers to this kind of pressure. With political clients, unpredictability isn’t just common; it’s a given. Poll numbers, breaking news, and public sentiment constantly conspire to make even the best-laid plans obsolete. The project had actually started weeks earlier with a tight but manageable deadline of one month, and we had already developed a compelling animation.
The script was done, the mood boards approved, and we had even made it through over half of the animation. But then, one week before delivery, came the call we always half expected: “We need to shift strategy.”
Animation, unlike other mediums, doesn’t forgive indecision. Every frame is thoroughly considered, each step building on the last. Changing direction mid-project is like assembling your parachute after you jump. A change like this typically requires a complete schedule reset—but not this time
The convention itself was being reimagined in real-time. For months, the event had been planned for Joe Biden, but in a historic turn of events, Kamala Harris was suddenly at the top of the ticket, and everything had to be reframed. Our project had kicked off at the beginning of this new direction, but completing it would require that same willingness to take on the challenge of starting over just before the finish line. So we began again, with just five days to go.
This is where strong leadership and top talent come into play. We invest in our freelancer network, developing strong relationships with talented people as an extension of our culture of support and inclusion. Knowing the right people is only half the equation, though, as the ability to coordinate teams across multiple time zones is a key skill in a fully remote production environment. Our experience in synchronizing efforts from coast to coast ensures that, no matter where our team is located, we can bring it all together seamlessly, even under compressed circumstances.
Production
With just days to go, we rolled up our sleeves, rallied a team, and developed a plan flexible enough to withstand changes right up to delivery. We developed a modular animation approach, creating statement-animation pairs that could function like interlocking Lego bricks. This would allow stakeholders to make significant changes anywhere in the piece without triggering a cascade of rebuilding across the entire project.
The clock was ticking. On Thursday, we planned and organized the entire workflow. By Friday, designs were underway. Saturday was a marathon of animation, with each of our animators taking on a collection of frames. As the hours ticked by, the work came together on the editor’s timeline, shifting as we fielded notes and made rapid adjustments. Sunday was polish and final notes, and by Monday morning, the final mix was complete. With a sense of collective relief, we clicked send on the delivery email and, at last, crossed the finish line.
Convention Reveal
It’s not often that you get a chance to watch your work with the audience in real time, let alone see it on a jumbotron in a stadium of thousands with millions more watching around the world. From various locations across the country, as well as in person at the convention, our team enjoyed this rare privilege, celebrating together (remotely) with a couple of expletive-laden Slack messages and high fives.
Takeaways
In the political arena, deadlines shift, messages change, and the stakes are always high, but these conditions can inspire innovative processes and uniquely creative work. It helps, of course, to know that each project, however small, contributes to the larger, time-sensitive project of electing a leader. When the moment of uncertainty arrives with no time to waste, collaboration, relationships, and commitment move us forward, even amid constant change.
Hardpin used light and rhythm to capture the energy of this 600-person spin class party in Mexico City for AB InBev.
Hardpin was tasked with creating over 40 videos for the Democratic National Convention, both for the convention itself as well as promotional videos. The Washinton Post called it “award-worthy television.”
For the fourth year, Hardpin partnered with Vital Voices to create the Honoree films for their 22nd Annual Global Leadership Awards.
© 2023 ALL RIGHTS RESERVED
HARDPIN MEDIA, LLC
