McCann
Verizon
2D Animation
Animation
Motion Design
Typography

Verizon 5G “Early Adopters”

You can say a lot with a picture, but for fast, sharp, can’t-miss messaging, typography rules. We’ve often said, if you don’t love type, you’re not a designer. And we’re designers who truly love type. That’s what makes working on Verizon ads fun for us.

Where Type Rules

You can say a lot with a picture, but for fast, sharp, can’t-miss messaging, typography rules. We’ve often said, if you don’t love type, you’re not a designer. And we’re designers who truly love type. That’s what makes working on Verizon ads a fun challenge. The brand is known for its kinetic type messaging. Punchy, stark black and white, easily read at warp speed, Verizon’s spots communicate quickly with type, strong writing and a driving music track.

We collaborated with global ad agency McCann to create spots touting the company’s blazing fast speeds—11 times faster than AT&T and 14 times faster than T-Mobile. The spots shout out Verizon’s competitive 5G advantage, and, its investment in next-generation infrastructure that ensures leadership in the future.

Verizon’s custom font, “Verizon NHG” took a lot of design cues from Helvetica—a typeface known for its superior legibility. But when you bring type to life with motion graphics in fast-moving spots, there are legibility challenges. With kinetic type, it’s crucial to find the sweet spot for readability, whether the type is expanding, shrinking, or moving in some other way. To do this, we’ve mastered animation techniques that enhance legibility, even when type has just fractions of a second on the screen: Slight movements that draw the eye, for example, or cutting type in instead of animating it. We may start a movement with the appearance of one word, and then finish the animation after a cut to the next word. Word-by-word animation and phrase-by-phrase animation are part of the kinetic type toolbox.  And to emphasize key messages, we may pop a word forward, change the background color, fill in an outlined word or use a prominent musical cue to punch things up.

Built Right
Play video
Early Adopters Investment
Play video
Built Right :10
Play video
We ♥ Type

“It’s fun when you can communicate the meaning of a word simply with kinetic type. While some may see that as limiting, we find there is a lot of opportunity to be creative and provide an array of solutions for every copy point.”

Project Credits 
  • Executive Creative Director
    Erin Sarofsky
  • Executive Producer
    Steven Anderson
  • Producer
    Andrew Rosenstein
  • Creative Lead
    Lyndsay McCully
  • Motion Designers
    Nik Braatz
  • Cat McCarthy
  • Nicole Colvin
  • Sam Wu
  • Austin Shaw
  • Editor
    Lyndsay McCully
  • Finishing
    Tanner Wickware
Client Credits 
  • Agency
  • Executive Creative Directors
    Matt Curry
  • Christina Reina
  • Producer
    Laura Kellerman
  • Copy Writer “Built Right”
    Alex Little
  • Copy Writer “Speed and Investments”
    Thomas Kemeny
  • Art Director “Built Right”
    Karsten Jerkschat
  • Art Director “Speed and Investments”
    Josh Engmann
  • Client
scroll
view
play
drag
swipe
let's go