Learn from Google’s coolest product animation ever
Have you ever wondered what would Google’s most staple material guide look like in 3D? The answer is probably the coolest UX animation showcase you will find out there, even in 2021.
Design team oddfellowstv has built a new 3D visual identity to evolve and “live alongside Google’s privacy policy” products.
This video above is not the first animation showcase they have made for Google, but I want to highlight this video around “How Advanced Protection Works” because I think it is one of their best works yet.
After watching the video, you understand “how Google can help keep your information safe.” Even though information safety is a complex problem space and the video is extremely short, the animation showcase is able to succeed because it tells a good story.
To tell a good story two things are usually the most important: be on point, and be creative. Most marketing or design videos successfully do one, but rarely do they do both.
So the video easily succeeds in being “on point”, a good video has to be on point. For this video, on-point means more clearly explaining the story and use case of their client’s (google’s) privacy product.
However, on point does not elevate this video to the status of being one of the best UX animations ever. That requires creativity. That is why this 3D mock-up showcase by oddfellowstv is so inspiring. Not only are the 3D visuals attention-grabbing, playful, creative, and unique, they are all still very recognizable to anyone familiar with Google’s MG.
Playing off this familiarity and interest from the viewers, oddfellowstv leverages these 3D interactions and visuals to do a better job than traditional UX animations that might use in-app screenshots or videos to communicate.
The takeaway
What’s the big takeaway? I believe as a designer or video creator, you must be a good storyteller. Balance creativity and familiarity to push for really unique and powerful visuals that instantly catch anyone’s attention.
Once you have their attention, continue leveraging your animation and interaction design to clearly communicate the purpose and use cases of your products. Always make sure that your creativity and visuals do not get in the way of storytelling, but serve to elevate it higher. On-point and creativity should work in each other's favor.
These are principles you can easily put into practice today.
Take a look at a UX animation showcase for an all-student-run project I led almost four years ago.
Even with my knowledge and skillset at the time, I was able to use inspiring visuals and animations to help us communicate our use case more clearly, and tell a complete user story from start to finish within a min or so.
Feel free to watch the video here.
Final thoughts to consider before you create your next showcase video…
Give your whole UX showcase video a lot of thought. For example, one consideration to be aware of: Many video viewers won't have audio available due to autoplay or other reasons. How would you communicate your ideas to users or viewers clearly then? (This is something even the Google UX animation I just showed you could improve upon)
An easy solution could be subtitles. Like what I have done above with my Squad example, but try challenging yourself to be more creative or at least acknowledge that this is something that might impact your UX animation showcase and the experience of your viewer.
Just another disclaimer, I do not own any of the above Google privacy product content. I am merely a big design nerd sharing my love for our industry.
Please check out the original wickedly talented creators over at: https://oddfellows.tv
