In collaboration with CRAFTSMAN+, I concepted, storyboarded, and animated this hype video concept for Sorare: NBA. Sorare is an NFT-based fantasy trading card platform for the NBA, MLB, and various soccer leagues like the EPL, Laliga, Bundesliga, and more.
Client
Sorare – A blockchain-based fantasy sports game combining trading cards with sports management, allowing users to collect, trade, and compete with NFTs representing real-life athletes.
Overview & Goal
This project aimed to create an engaging promotional video to enhance user acquisition through social platforms like YouTube and Twitter. Sorare sought to appeal to avid fantasy sports fans and collectors by highlighting social interaction, progression, and gameplay excitement.
The challenge was to visualize complex game mechanics and value propositions—NFT trading, fantasy sports, and social competition—in a concise and appealing video format. The resulting content needed to perform well across multiple platforms, including YouTube PreRoll (bumper ad) and YouTube Shorts.
Role & Process
Role
I was the Creative Lead with CRAFTSMAN+, managing the entire production process from concept development to final animation. My specific responsibilities included:
- Conceptualization – Aligning creative ideas with Sorare’s marketing goals.
- Storyboarding – Mapping out each visual sequence to ensure clarity and engagement.
- Animation – Designing and animating key elements with a focus on smooth transitions and platform-optimized visuals.
Creative Approach
The creative concept revolved around player empowerment and team-building, encapsulated in the tagline “Build Your Team, Play with Friends.” The video strategically combined:
- Dynamic motion graphics capture attention quickly in a noisy digital environment.
- Seamless transitions between crucial gameplay elements: managing a team, participating in tournaments, and trading cards.
- Platform mockups that visualize the in-app experience, helping users understand the interface intuitively.
- Color psychology: Using Sorare’s branding colors to evoke a sense of energy and fun, ensuring the brand feels approachable yet competitive.
Challenges
- Multiple Deliverables: The video needed to work in different ad formats (YouTube PreRoll, Shorts, and Twitter Ads), meaning duration and aspect ratios had to be adapted without compromising quality.
- Animation Flow: Ensuring the animation was fast-paced yet easy to follow, given the short ad format.
Outcome & Results
The video achieved strong engagement metrics during the testing phase, especially on YouTube Shorts and Twitter, where short-form content performs best. Sorare’s marketing team praised the video for its ability to clearly communicate the game mechanics and drive clicks to the app store.
- Metrics:
- We increased user acquisition and installs during campaign testing.
- High completion rate on 6-second bumper ads and short-form videos.
- Positive feedback from both internal stakeholders and beta users.
Key Takeaways
- Platform Optimization is Key: Understanding the nuances of different platforms (e.g., YouTube Shorts vs. Twitter Carousels) was critical in tailoring animations that work seamlessly across formats.
- Animation Tells the Story: A well-executed animation can simplify complex ideas, making them accessible to new audiences.
- UGC + Branded Creatives = Best Results: This project highlighted the power of combining authentic UGC with polished agency-made assets to maximize campaign performance.
Conclusion
This project demonstrates how creative motion design can boost engagement and drive user acquisition. The final video successfully distilled Sorare’s core value—fun, community-driven gameplay with tangible rewards—into a sleek, visually compelling asset. With this success, Sorare is now considering expanding video ads to other platforms to test further and iterate its approach.