LiftMaster & Chamberlain came to Explainly looking to highlight their vast ecosystem of myQ home security devices, garage products, and variety of real-life use cases with a series of 2D & 3D animated videos, just in time for Amazon's annual Prime Day sales.
Produced in collaboration with co-lead Madhuri Mannava throughout 2023-2025. Winner of Silver Telly Award for 'MyQ Chamberlain LiftMaster' Animated Products & Services Campaign (2025)
As Creative Producer, Co-Writer, Co-Director, and a Post-Production editor throughout this project, I'm proud to have directed our partner animation studio to deliver over 150+ alternate versions of our final assets to the Chamberlain and LiftMaster teams that met all their creative needs and detailed technical specifications.
After creating shorter cuts of all videos, each in various sizes and with different call-to-action approaches, Chamberlain used and tested them throughout their marketing channels-- from internet ads across the US to broadcast commercials all the way through Canada.
In collaboration with our partner animators, we developed the following sketches, animatics, 3D models, character rigs to establish a strong visual style, unique to the myQ, Chamberlain, and LiftMaster brand family.
Our vendor design studio did an amazing job collaborating on our first step: crafting a fun, lively main character that matched the client's target audience of 30-50 year old parents who live in modern American homes.
With an exuberant bounce in her step everywhere she goes, it's clear that despite her busy life, she loves to live it! Her children needed to be just as active, with dynamic facial and body acting.
The polished, semi-realistic yet semi-cartoon-y look of our final lighting and rendered compositions achieved the client's goal of broad likability and a bouncy fun energy. That tone we established in our first project together set the precedent for my following 3D animated Chamberlain LiftMaster projects.
Every video I produced for myQ also involved dozens of different alternate versions, with a variety of aspect ratios and lengths for a variety of ad placements and social cut-downs.
For the 2D side of the project, I gathered a more bright, bold series of inspiration images to begin developing a consistent visual style for the following batches of After Effects animated pieces.
Informed by their target demographic of mid 30s to 40s aged mixed-gender adults and inspired their ever-changing brand style, we co-created and narrowed down a thorough mood board to help establish our style.
Statistics gathered on the performance of our first overview video together helped inform our approach and refine the art style of the next two videos, which were also all created in Adobe Illustrator and After Effects.
For our app and garage security focused videos, we moved away from extremely graphic, abstractly proportioned characters, and instead took inspiration from more hand-illustrated looking character style
I wanted the color palette, energy, and especially the look of the mobile platform to feel unified and consistent with our first video-- while concurrently elevating the look to feel more cozy, human, and artistic. Our partner studio's team of artists did an impeccable job collaborating with us on this challenge.
In our first video, we even experimented working with the 3D models of the devices and interlaced them within a fun 2D illustration style to capture their convenience and integration capabilities.
Together with their team, we were able to fast-track their videos on tight timelines so they would be ready in time for the sales they aimed to target.
See the videos in-action on shopping platforms like Amazon, and on social media platforms like TikTok. These ads were played across North American cable networks, computers, and phone screens alike.
Note: All preparation, materials, visuals, and sketches, including all electronic files used to create the project remain the property of myQ, Chamberlain, LiftMaster, and Explainly.