Creative Brief

HITT Contracting’s marketing team wanted to bring holiday cheer on social media to team members, clients, partners, and subcontractors with a festive animated video that matched HITT’s overarching holiday branding and increased awareness of the firm’s national presence. The video showcased a vintage pickup truck hauling a tree driving through landscapes in states that visually represent HITT’s 14 offices nationwide. We wanted to create a uniquely shareable video for social media that could easily be divided into shorter, snackable clips so team members from each office location could share the entire video or just a clip of their own state with their followers. Drawing inspiration from a movie scene in “Barbie” where characters travel between the Barbie world and the real world, the truck would stay in place while the scenic background moves behind it. Senior Brand Associate Nancy Mears learning a whole new program and animation style to create the video, using Adobe Illustrator to build graphic elements within video including each of nine regionally-inspired background scenes and the truck. Once completed, the art was moved into Adobe After Effects to create the moving animations of the truck traveling through the different scenes. This video was distributed via HITT’s LinkedIn, Facebook, Instagram and Reels, Facebook, and X channels in mid-December and was warmly received. We wanted to increase post engagement and gain followers utilizing this creative video, both of which were achieved with average 5.1% engagement rate across all channels, and ~500 new followers across two days.