REGIONAL CONNECTOR LA METRO
Our client, the Los Angeles Metro, was gearing up to unveil their much-anticipated Regional Connector project in mid-2023. Their request? A suite of animated videos elucidating the nuances of the new transfers, line name changes, and the overarching benefits for the Los Angeles community. The target? Creating distinct videos for specific parts of the line, such as delineating travel routes from East LA to West LA. The unique challenge? Simplifying and effectively communicating complex Metro changes to everyday riders.
THE CHALLENGE
A significant hurdle was the imminent launch of the line, requiring us to create multiple video versions to stay relevant beyond the opening date. This wasn't your run-of-the-mill "make it look cool" brief; it demanded a meticulous blend of clarity, accuracy, and longevity.
THE PROCESS
Our strategy was methodical yet creative. We scripted five videos: one general explainer and four line-specific guides. To embrace Los Angeles's diverse linguistic tapestry, we translated these scripts into Spanish and Japanese. Collaboration was key, so we teamed up with Down the Street Designs for storyboarding and animation. A pivotal 'aha' moment was addressing the translation-induced run-time variations. Our digital illustrations were crafted to allow timing extensions without additional adjustments, ensuring fluidity across languages.
THE SOLUTION
The crowning achievement was our adaptive design approach. This strategy not only responded to the immediate needs of the Metro but also anticipated future changes, allowing for seamless updates. It was a moment of clarity when all elements converged – narrative, design, and linguistic versatility – culminating in a solution that resonated with a broad audience.
THE DELIVERABLES
Our delivery comprised five videos, each in two versions: dated for the launch and evergreen for ongoing relevance. We also provided translations in Spanish and Japanese, ensuring inclusivity. The final videos were not just visually appealing; they were educational masterpieces, simplifying complex transit changes into digestible, engaging content.
THE IMPACT
These animated guides exceeded the Metro's expectations, emerging as an elegant and effective tool for educating riders about the new changes. They represented a fusion of clarity, creativity, and cultural sensitivity, serving as a beacon for how public transportation information should be conveyed in a cosmopolitan city. In essence, these videos did more than just inform; they connected communities and streamlined their daily journeys, making the complex world of urban transit a tad simpler and a lot more accessible.
