Amazon Halo has introduced exciting new accessory bands. How can we present these products in a way that's fun and engaging, without coming across as "salesy?".
For this tone we wanted a fun, friendly, and community focused identity.
After studying a ton of social media strategies and trends I found a common theme amongst them. I found that dance is a universal way for cultures to communicate and relate to one another. The original idea was to gather footage of our user's dancing with the new bands, but do to limited resources I found a solve that was still fun and enguaging.
With access to the accessory band asset's I had to find a way to make something musical and rhytmic, after studying various forms of dance I realized that this could be replicated by taking inspiration from synchronized swimming.
By using paths and expressions I was able to create a null that was parented to each band in a perfect circle. Then by adding blooming motions I could emulate movement and dance. The color change were done with simple layer editing and precomps. The motion is all driven by expressions.