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Client:
The Madison Square Garden Company
Credits:
Studio: The Madison Square Garden Company
Illustration: Thomas Vanderplaetse
Archiving: Radio City Music Hall
My Approach:
Utilizing storyboards, we outlined all archival data and facts and, after approval, designed all animated shorts, seamlessly integrating kinetic type through After Effects. Collaborating with an illustrator, we produced a captivating series of videos tailored for sharing on diverse social media platforms.
The approach to creating engaging content for Instagram views and engagement centered around three key pillars: captivating storytelling, embracing diversity, and optimizing shareability. Through storytelling, fascinating facts about the New York Spectacular were shown in the videos, keeping the audience interested throughout the series. The content fostered relatability and encouraged positive feedback by featuring talented dancers from diverse backgrounds.
Background:
In response to the challenge of effectively presenting the rich history of the Radio City Rockettes engagingly and enjoyably and showcasing details about their costumes, the dancers, and the organization, the team introduced “Fun Fact Friday,” an interactive and entertaining short story series. This initiative aimed to break the notion that becoming a Rockette required fitting a specific appearance by fostering more diversity within the cast. Each Friday, animated shorts were shared on Instagram, revealing fascinating and endearing facts about the New York Spectacular. The primary goal was to create a platform that not only educated the audience about the legacy of the Rockettes but also promoted inclusivity and diversity among the performers, contributing to a more vibrant and dynamic representation of the celebrated dance group.
Results:
Implementing the animated short series yielded remarkable results, generating spikes in Instagram views, with each video garnering an impressive 8,000-10,000 views. The comments received were highly positive, with viewers expressing awe and admiration for the diverse colors of the performers, fostering a sense of relatability and inclusivity. The series proved to be a resounding success, and a critical factor contributing to its popularity was the incorporation of easy-to-read text, making the videos highly shareable among followers.