Fidelity Charitable

 

Smarter Charitable Giving

Fidelity Charitable is an independent public charity that has helped donors support more than 219,000 nonprofit organizations with more than $22 billion in grants.

Established in 1991, Fidelity Charitable launched the first national donor-advised fund program designed to make charitable giving simple, effective, and accessible.

In this video, we were challenged with highlighting non-cash donations—specifically non-publicly traded assets (also called complex, illiquid or special assets)—like private company stock, LLC interests, real estate, and limited partnership (LP) interests.

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While we’re all about charitable contributions, the process can be a bit complicated. That’s why we wanted to mirror Fidelity Charitable’s helpful approach with a concept was friendly, straightforward, and, above all, human. 

Thankfully, our client gave us the green light to push past a “safe approach” and do something unusual and attention-grabbing. So, we decided to embrace technology and test out how far we could push our new 3D printer. Our concept was based on a flip board—sort of like a modified game of Connect Four—and we printed all of the assets for the video, like the rig that holds the “cards,” as well as the wooden cards themselves.

Art director Brittain Peck generated a few ideas for the look very early on in the process, which drove the way we treated each of the card’s icons and pictures. Then, we set director and production designer Spike Hoban loose as a “mad scientist” to bring the props and tabletop style to life.

The concept forced us—and others!—to be experimental. In fact, local printer Barefoot Press passed wood through their giant digital printer for the first time ever. Thankfully, they managed to make it work, and we were on our way.

Our past experience executing a stop-motion project with hundreds of Post-It notes taught us the proper workflow for such a tedious project. Editor Meredith Schmidt reminds us that naming and shoot order are key, because the Aftereffects file will end up housing hundreds of layers (she also let us in on an editor’s secret, which is that “some people find this sexy.”)

Process-wise, we were in uncharted territory, which kept us on our toes and forced us to try new things. That made for a very satisfying and rewarding project, even if it was, at times, a bit stressful. These types of projects can require a real leap of faith for a client.

To offset the risk, we sketched out animation and moves along with copy down to the second, and did several camera and motion tests. We felt like our post game was on lock before we even began our shoot day.

Another project highlight was sound design. Spike and Meredith had a blast recording sound effects in our in-house audio booth, like the shifting and falling tiles.

Ultimately, we were able to share the message that with Fidelity Charitable, you have far more charitable giving opportunities than you realize—and that 3D printers are dang cool.