: brand film
ILLUSTRATION: Claire Coutarde
CONCEPT & IDEA: Dörte Fitschen-Rath
VP CREATIVE DIRECTION: Kristen Naiman
CREATIVE DIRECTION: Phillip Duncan
ART DIRECTION: Dörte Fitschen-Rath & Kiera Ormut-Fleischman
COPY: Jen Ford
PROJECT MANAGEMENT: Brittany Danker
PRODUCTION & EXECUTION: Valdesiga
With the launch of the Kate Spade New York tracker, an educational brand film was requested and represented itself with a challenge: How to explain all functions and keep it short and sweet? While looking at the ingredients of the interface for the tracker and the essence of the brand, an animated short came to mind. Using the elements that will become familiar with the use if the tracker, two characters, Kate and Mr. Timely (representing the tracker), were created to run the user through her busy day and demonstrate the tasks they get accomplished. With the help of the tracker.