Retail Data with TheTradeDesk
The Challenge
TheTradeDesk is known for helping advertisers harness the power of data across the entire customer journey. As third-party cookies became increasingly limited, the company wanted to highlight the growing relevance of retail data – especially data collected in the physical world and connected to digital media buying.
The challenge was clear: explain a highly abstract and technical concept in a way that felt intuitive, human, and valuable to advertisers. In just 30 seconds, the video needed to communicate how physical-world interactions could be transformed into actionable digital insights without overwhelming the audience or losing clarity.
Our Approach
Our first step was to fully understand the strategic intent behind the message, so we could shape a visual language that supported the story.
We developed a core concept centered on a data-driven retail city, where physical interactions seamlessly flowed into the digital realm. Through carefully designed transitions, we visually connected real-world moments with data processing, using motion as a guiding pathway for the viewer’s attention.
To maximize clarity within the tight timeframe, we introduced split-screen sequences that reinforced the relationship between physical and digital data while allowing us to layer in information without extending the runtime. We also guided the sound design and voice-over direction to ensure the message landed clearly and confidently.
Visually, a key challenge was aligning the animation style with the broader campaign—balancing seamlessly with existing photography and live-action assets, while still bringing warmth, personality, and a human touch to an otherwise abstract topic.
The Outcome
The final 30-second animation transformed a complex, invisible process into a clear and engaging narrative. By using motion strategically, we helped TheTradeDesk communicate the value of retail data in a way that was accessible, memorable, and aligned with their broader campaign.
The result was a concise, visually cohesive piece that demonstrated how motion design can bridge the gap between complexity and understanding, proving that even the most abstract concepts can feel intuitive when clarity leads the way.
Learn more on how MOWE tackled this challenge together with TheTradeDesk
Scope of Work
- Storyboard
- Voice Over
- Art Direction
- Illustration
- Animation
- Sound Design
Credits
- Executive Creative DirectionRaff Marques
- Creative DirectionDavid G. Stone
- ProductionRuby Valls
- Art DirectionVictor Rosa
- IllustrationJulia Hanke
- AnimationPedro de Britto, Barbara Nozari, Murilo Emerick
- Sound DesignDsorderless