Strategic, creative, and production agency.
Whether you’re here looking for your next ad partner or to make your next career move, there’s one thing we want to make clear about this business—we all have a choice: we can either follow or Defy.
The foundation of great work is a strong strategy. It’s what guides the courses we take to get clients where they want to go.
We prefer open communication with our clients to learn their businesses, develop relationships with their team, and jot down the small anecdotes that lead to big ideas down the line.
We believe an environment that promotes our team’s physical and mental health creates an atmosphere of inspiration and collaboration. So that’s just what we do. Together we’ve developed a flexible workflow that allows us to influence culture from the inside of our office or from the inside of our homes.
Our investment in people grows well outside our workspace. We understand this is all bigger than ourselves, so Defy continues to serve nonprofits and the ad community at large.
Over the past decade, video has supplanted print and OOH as the king of content. According to Hubspot 87% of video marketers reported that video generates a positive ROI, up from 33% in 2015.
In the midst of this shift, AmeriGas sought out Defy to produce a suite of digestible animated content to aid their sales teams across the country.
As the nation’s largest provider of retail and commercial propane, AmeriGas supports a variety of industries including agriculture, paratransit, and hospitality. Defy was charged with developing a total of twenty (20) thirty-second animations to meet the needs of the sales and marketing teams across key industries, increasing brand awareness and sales of AmeriGas propane.
We kicked off the project by interviewing AmeriGas’ subject matter experts (SMEs) associated with a variety of target industries. These long-tenured field experts shared the insights, tactics, and talking points that helped them convert prospects to customers. The methods shared varied significantly from industry to industry – as you may have guessed, a foreman on a job site is going to have different needs than a midwestern livestock farmer.
Once we had our talking points squared away, it was time to develop an art style/visual system. AmeriGas’ new website prominently features isometric designs, so we chose to incorporate that approach into our video suite. To facilitate the sheer number of animations we needed to produce, we utilized a minimalist design style, enabling us to develop and then reuse assets across multiple videos.
Following the finalization of our visual style, we began a search for a voice. The client wanted a male voice with an educational tone that conveyed trustworthiness. Instead of relying on a traditional VO agency to find the right fit, we sourced talent ourselves, pulling selects from a bank of over 200 Voices.com submissions. From that short list, we landed on Adam Dowling. A voice actor and musician from Calgary, CA. Adam delivered on the client’s direction and recorded 20 animations, providing a consistent backbone to the suite.
Producing twenty animations was a significant lift, but selecting the right art style and working with the client to settle on talking points early in the process made the job easier. Using Voices.com for talent and making talent selections in-house was another time saver, and an economical choice for our client, saving them money on licensing, studio rates, and VO agency fees.
Let us know how we can help you with your next animation project here!