STORY TOUCH: HAMLET by Santa Clara for Story Touch

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STORY TOUCH: HAMLET

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Industry Software & Multimedia Productions, SaaS
Media Design & Branding
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Valdir Bianchi
Art Director Ronaldo Tavares, Maso Heck E Thiago Grossi
Illustrator Leandro Lima
Editor Leo Avila E Caio Lekecinskas
Released July 2011

Credits & Description

Category: Posters
Advertiser: STORY TOUCH
Product/Service: STORY TOUCH - HAMLET
Agency: SANTA CLARA
Creative Director: Fernando Campos (Santa Clara)
Editor: Leo Avila (Santa Clara)
Art Director: Maso Heck (Santa Clara)
Art Director: Ronaldo Tavares (Santa Clara)
Planner: Ulisses Zamboni (Santa Clara)
Treatment: Janaina Luna (Santa Clara)
Treatment: Thiago Iusim (Santa Clara)
Treatment: Thibis Rebellato (Santa Clara)
Media: Luciana Mariano (Santa Clara)
RTV Production: Regina Knapp (Santa Clara)
RTV Production: Thieny Prates (Santa Clara)
Illustrator: Leandro Lima
Media placement: - - - - -

Describe the brief from the client

The client needed to launch Story Touch. It is a software made basically for screenwriters, directors and producers. The market is already dominated by strong players, so a Brazilian product needed to show its differentials in a clear and bold way.

Describe the challenges and key objectives
In general, software similar to the Story Touch just format fonts size, paragraphs and paper. Not the Story Touch: with it, you can keep track of your screenplay as you write it, generating graphics that show you virtually anything you want to know about your work: how the character’s participations are, the fluctuation of the atmosphere, where the plot key points are. In short, it offers an X-Ray of your work. We needed to translate it visually, showing complex functions in clear and understandable visuals.

Describe how you arrived at the final design
The insight is that the minds of creative people work in chaotic and unpredictable ways. In other words, a creative mind is a mess, full of references, ideas, and intentions. The Story Touch helps the creative writer to organise its thoughts and give birth to masterpieces – movies, TV series, plays, and even books. Having that in mind, we tried to find a visual that could estate that: how the Story Touch helps a group of elements become a final product.

Give some indication of how successful the outcome was in the market
The visuals went in a different direction than the usual approach – we used no computer screens, interface or anything like that. Just the concept, presented in a beautiful way. Because of that, the pieces of communication, from the posters to the ads, became desirable and collectible. The series of illustration featured in many blogs, and the software, in spite of its very specific consumers, became well-known and was perceived as a classy way of helping creative people to excel in any effort.