The Razer Huntsman V2 is a keyboard with near-zero input latency. With two switch options for different keystroke tactility, it is the ultimate gaming keyboard that can be customized to suit any gamer’s preferences. We were tasked to create an ad to showcase its unique selling points. To do this, we had to find ways to emphasize the improvements of the Huntsman V2 whilst still retaining visual cues that connect it to its predecessor.
Switch It Up.
We made use of many different types of motion to establish the new function of the V2’s keys. The keystroke action is the first, forming the base that conveys our message. The keyboard presses at lightning speed, with the different keystroke movements showing the difference between clicky/tactile feedback and smooth/linear feedback. The literal showing of the keypads in action demonstrates its unique customizability.
We pushed this demonstration further by making use of the camera movement. The camera orbits around the keyboard to focus on the two different types of key feedback, mirroring its ability to switch between the two keys.
Deliberately timing the sound of the keys to the beats of the music, created an immersive experience that highlights the keyboard’s build quality and seamless integration as well.
These are the many ways in which the direct action of the scene helps to establish the keyboard’s function and quality.
Motion Graphics for Emotional Graphics!
In ads, key messages and feelings can be further conveyed through non-diegetic visuals. An example of this? Motion graphics!
The text animation we created reflects the different feeling of the ‘clicky’ key vs the ‘smooth’ key. By utilizing the full screen space and having each text separated between the left and right side of the screen, the difference between the two modes are clear.
Subtle UI graphics are also used to show how easy it is to have comprehensive control over the keyboard.
These detailed design considerations subconsciously implies the keyboard’s quality. We made sure to emphasize the quality and detail of production in the ad to successfully portray the keyboard’s quality to the viewer.
Complexity VS Simplicity?
The complex and layered details of the keys are a case in which complexity helps to elevate an ad. Complexity, however, is not always the best way to carry a message. In this ad, we have also used simplicity to convey the keyboard’s functionality.
We made a simple ball roll across the wrist rest to demonstrate the plushness of the material.
We also set the keyboard in a soundproof world of acoustic foam to demonstrate its quieter sound profile. The audio grows softer as the sound of typing is absorbed by the foam, demonstrating the keyboard’s silence.
The Huntsman’s Aesthetic
Creating a strong message is vital in crafting an effective ad. With the Huntsman V2, however, we took extra care to make the ad look consistent with other Huntsman products.
We revisited previous representations of Razer keyboards and noticed a consistent use of a laser motif. With this in mind, we embraced it by using red lasers to appeal to both new gamers and returning fans alike.
To showcase the Huntsman V2 accurately, we’ve maximized the visual and auditorial aspect of the video with motion graphics, movement and sfx in a wide variety of techniques. Each technique has its own merits. Figuring out what works best to convey our client’s message is all part and parcel of our production process.
Design Development
Credits
Client: Razer
Creative Studio: Masonry Studios
Executive Creative Producer: Zulkifli Md Zaid
Concept: Masonry Studios Brainstorm
Director: Ronald Fong & Gina See
Story Artist: Ching Gje Chew
Lead Animator: Ching Gje Chew
Animators: Roy Yeo
Lighting, Rendering and Compositing: Gina See, Deemei Ong
3D Modelling: Roy Yeo
Visual Effects: Ronald Fong
Edit, Title & Motion Designer: Deemei Ong
Sound Designer: Nicholas Chia