Hutcheon and Pearce

Delivering More Detail in a Concise, Appealing Package

Hutcheson and Pearce connects their customers - Australian farmers - with John Deere machinery and offers their technical expertise with quality, accessible support to keep them operating. Through Frank & Earnest, a team of copywriting specialists, they sought my help to promote their new ‘High Performance Package’, a yearly maintenance subscription that includes everything from parts to warranties and support. They were so pleased with the results that they advertised it on television and engaged me for a follow-up project to promote their remote support program, TECSight.

My initial brief included creating four animated explainer videos from pre-written scripts, each respecting their unique branding and catering to their tech-savvy, time-poor clients with clear and condensed information. The second project brief was similarly divided into four individual explainer videos, each with the same direct approach and clean, branded visuals.

Since I started from completed scripts, my process began with developing a unique and appealing design style that incorporated their branding and existing campaign assets. With the visuals on track, I set to storyboarding and then animating each video to match the script, simply and effectively conveying the detail-rich information.

With each of the two campaigns consisting of one ‘top level’ and three ‘deeper dive’ videos, the infographic-styled animations succeeded in creating a cohesive message and a powerful advertising campaign. Not only were Hutcheson and Pearce able to explain their offer to their customers, but the choice of using animated explainer videos left them with lasting assets that continue to run on their website today.