rethink
It’s time to rethink the annual summative assessment and build an innovative solution that brings state and district assessments closer to each other—and to the classroom.
NWEA is introducing a solution that will change the paradigm of state testing. As a sales tool, this video was proposed to introduce this pioneering approach along with how it can be done in a direct manner.
My approach was to utilize animation to help break down complex concepts and create trust in this new vision. The audience is knowledgeable of the terminology and themes but we needed to demonstrate how this new take on an educational standard practice can be realized.
I worked closely with copywriters and the product manager to synthesize the go-to-market strategy with the creative direction. It took time to wrap my head around the concepts to visualize them, and I built an animatic to finetune the story and serve as the foundation for an animator to bring it to life.
I found a wonderfully collaborative partner in Byron Titus to animate this vision with me. Working in tandem with him helped to completely elevate the end product. I provided the illustrated assets for him and constructed the final video with voice talent provided by Matt Howell.
Creative Direction | Tyson Smith
Design | Tyson Smith
Animation | Byron Titus
Copy | Sage Cohen, Kara Bobowski
Narration | Matt Howell
Product Strategy | Melissa Leonard
