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The Economist:

12 for 12

Versus recently collaborated with BrandPie and The Economist on a new spot targeted to a U.S. audience. To illustrate The Economist’s expertise on issues important to Americans, Versus designed a sophisticated and stylized look that recreates the magazine with 3D animated elements.

Project Components

Concept
Design & Animation
Live Action
Post Production

The ad, entitled ‘Dynamic World’, was created through a partnership of Versus and BrandPie, a strategic brand consultancy. The Economist has been an international leader in journalism for over 170 years, so it was important for Versus to convey that authority and trustworthiness to prospective subscribers in the U.S. while also illustrating the brand’s approachability.

The design utilized the magazine’s iconic red and white color palette, with occlusion added in the animation process to subtly enhance depth and elegance. To underscore the U.S. targeting, visual elements include 3D animations of the White House, the Golden Gate Bridge, and the Statue of Liberty, among others. In total, the ad stresses The Economist’s wide range of content, the ways in which its content can be consumed (in print, online and in audio) and The Economist’s trustworthy analysis of important world events and trends, including the U.S. election.

As part of the project, Versus also developed a custom toolkit in After Effects to easily update text elements as time goes on, ensuring that the spot is always showcasing the most up-to-date information.

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