The Founder’s Log – Kigitz Social Media Launch Contest | Anthum
When I first read the Kigitz brief, I was immediately excited. I’ve always wanted to try to create a premium, 3D Pixar-style animated short, and this was the perfect canvas. The final cut runs about five seconds over the original time constraint, but The system would not allow me to upload a 35-second video, which is why I had to speed it up. Anyhoo, combining my background in advertising with this technology, here is exactly how I built the spot.
I anchored the narrative on the core premise that This ad is advice by a founder, for a founder. I opened with the line: “Founder's log, Day 43. I think I am losing it.” I wanted to immediately establish that this founder has been in turmoil for a long time and is losing his grip on his books. To make his breaking point visually evident, I had him gravely dictating this log into a donut as if it were a radio.
From there, I took common bookkeeping pain points and turned them into literal cinematic monsters that the founder has to run from:
* The Hostile Ledger: He says, "The ledger has become hostile," and is attacked by a vicious dog constructed entirely out of physical account books.
* The Commingled Hydra: Next, he faces a two-headed beast. I designed this monster so that one head represents business expenses and the other personal expenses. They constantly bicker with each other, which perfectly visualizes the chaos founders face when they can't separate their personal and professional funds.
* The Ghosts of Q2: Finally, he is chased by specters made of pending, outdated paperwork that continue to haunt his every step.
Cornered by his financials, my founder admits defeat: “At this rate, I'll have to start a goat farm. I think I need expert help.” That is the exact moment I introduce Kigi.
Visually, Kigi walks toward the fallen founder and offers a helping hand. Empowered, the founder takes it, gets up, and speaks back into the donut: “Barnaby, cancel the goat farm. Kigi is here.” I wanted Kigi to be the ultimate problem solver. With a single snap of Kigi’s fingers, the chaotic, apocalyptic office environment instantly disappears, replaced by a clean, peaceful workspace, leaving the founder visibly happy and relieved.
To close the ad, I knew I had to tell the audience exactly what Kigitz does. I paired an emotional hook with a functional descriptor. Below the Kigitz logo reveal, I featured the core tagline from the website, "You build. We balance." Immediately below that, I anchored the ad with the functional reality: "Clean books. Led by a CFO." This ensures the video covers both the emotional relief and the actual service provided.
Hope you all like it. Here goes nothing.
When I first read the Kigitz brief, I was immediately excited. I’ve always wanted to try to create a premium, 3D Pixar-style animated short, and this was the perfect canvas. The final cut runs about five seconds over the original time constraint, but The system would not allow me to upload a 35-second video, which is why I had to speed it up. Anyhoo, combining my background in advertising with this technology, here is exactly how I built the spot.
I anchored the narrative on the core premise that This ad is advice by a founder, for a founder. I opened with the line: “Founder's log, Day 43. I think I am losing it.” I wanted to immediately establish that this founder has been in turmoil for a long time and is losing his grip on his books. To make his breaking point visually evident, I had him gravely dictating this log into a donut as if it were a radio.
From there, I took common bookkeeping pain points and turned them into literal cinematic monsters that the founder has to run from:
* The Hostile Ledger: He says, "The ledger has become hostile," and is attacked by a vicious dog constructed entirely out of physical account books.
* The Commingled Hydra: Next, he faces a two-headed beast. I designed this monster so that one head represents business expenses and the other personal expenses. They constantly bicker with each other, which perfectly visualizes the chaos founders face when they can't separate their personal and professional funds.
* The Ghosts of Q2: Finally, he is chased by specters made of pending, outdated paperwork that continue to haunt his every step.
Cornered by his financials, my founder admits defeat: “At this rate, I'll have to start a goat farm. I think I need expert help.” That is the exact moment I introduce Kigi.
Visually, Kigi walks toward the fallen founder and offers a helping hand. Empowered, the founder takes it, gets up, and speaks back into the donut: “Barnaby, cancel the goat farm. Kigi is here.” I wanted Kigi to be the ultimate problem solver. With a single snap of Kigi’s fingers, the chaotic, apocalyptic office environment instantly disappears, replaced by a clean, peaceful workspace, leaving the founder visibly happy and relieved.
To close the ad, I knew I had to tell the audience exactly what Kigitz does. I paired an emotional hook with a functional descriptor. Below the Kigitz logo reveal, I featured the core tagline from the website, "You build. We balance." Immediately below that, I anchored the ad with the functional reality: "Clean books. Led by a CFO." This ensures the video covers both the emotional relief and the actual service provided.
Hope you all like it. Here goes nothing.
