Getting eyes on content, fast.
- Matthew Richings
- Jonathan English
Ateme is a global leader of video compression and delivery solutions, helping content providers, service providers and streaming platforms boost their viewership and subscription engagement.
Well-known for having the highest quality video stream for the lowest bit rate, Ateme is a growing organisation with a wealth of new service offerings, and part of this expansion was a new brand identity and enhanced proposition. What they wanted us to do was create a video to help them launch this new brand.
When you press ‘play’ and images appear on your screen, do you wonder about the technology that makes that happen? As long as it’s fast and buffer-free, it’s unlikely you’d have to worry about how video is delivered. But being the video-obsessed nerds that we are, the Skeleton team love diving deeper into the complexities of video compression and delivery. The question was: “how are we going to convey this in a video?”
Due to the perceived complexity of Ateme’s range of products, it was important that we explain their offering concisely without forgetting to emphasise its features. Ateme recognised that it was a difficult message to relay on camera and wanted something that was quite punchy and conversational.
Luckily, Skeleton thrive on taking the complex and making it simple. Our creativity is enhanced by years of video marketing strategy expertise, so we can be those extra pair of eyes that help clients see things differently. To make sure this video really connects with the audience in an easy-to-digest way, it was decided that a simple but beautiful fluid animated video was the perfect way to visualise Ateme as innovation partners that help reduce complexity.
This video also needed to work internationally, so it was important that the animation translated clearly. This meant we had to ensure phrases and imagery felt accessible and conversational without being too UK specific.
Our team was so excited to be able to contribute to this new brand, learn more about the fascinating technology that Ateme offers, and get to work on the creative.
After diving into learning about the tech, we knew we wanted to play with fluid movement and momentum to complement the speed and quality of content delivery that Ateme’s technology offers.
We then looked at the gorgeous colour palette of their new brand, which was full of greens, oranges, and pastel blues. This palette along with the curved shapes included in their brand identity lends itself to contemporary animation and stylised illustration. We were excited to see how we could incorporate these elements into the animated explainer video.
Ateme’s message is all about captivating your audience with fast, high-quality content. We decided to represent the movement of data through the movement of circles, showing the fluidity of data movement in order to reach our eyes. And when it came to the message of ‘getting eyes on content’ and boosting viewership, our animation became very literal, with illustrated eyeballs fixatedly following the content.
We also used the colours from their brand palette throughout the video as the script naturally evolves. This meant we kept certain colours for certain scenes to differentiate sections and progress the video visually in tandem with the messaging.
The sound design further helped with the fluidity of the movement — a clever trick to help further tie things together and add a little subtext to build engagement.
The resulting video from our creative talent is something beautiful in its simplicity, but conveys the complex messaging in a succinct, easy-to-direct way.
With an average viewer completion of 81% and an average viewing time of 1 minute 5 seconds (out of 1 minute 20 seconds for the whole video), Ateme have used this video socially, on their website, and have since had the full video subtitled to give a great first impression on exhibition stands at leading industry events.
“We’re very happy with the resulting video and loved Skeleton’s process. We felt informed throughout the whole project. They made sure we had regular meetings across key milestones and we felt we had input to how things will be shaping up. We'll be working with them again: this is the start of what I hope will be a long and fruitful relationship.”
- Silvia Candido, Marketing Communications Director, Ateme