Putting motion to work for ethical business
Leading law firm Anthony Collins Solicitors specialise in advising charitable and socially-driven organisations. In 2020 they commissioned research to explore the challenges faced by businesses in their efforts to become more ethical, and from their findings, they developed a handbook to share with clients to help attract new business leads.
We created an animated video to launch the project, explaining the background and benefits of the report through a compelling script and a simple but dynamic visual concept.
Building a solid narrative
A great video starts with a strong script. We drew out the human story behind the research, keeping the details for the report itself and focusing on a more aspirational message.
We refined the information in the handbook down to a few key take outs, and combined those with a narrative explaining the overarching purpose of the report to create an inspiring, encouraging call to action for prospective clients.
From facts to figures
A large part of the production for this project was spent clarifying the idea and distilling the narrative down to its purest, easy to digest form.
Early on we decided to avoid visuals that featured specific people or industries, as Anthony Collins has a broad client base crossing many sectors. However, telling a story that centers people and connections without featuring any actual humans is a challenge.
It all starts with a sketch
To create a video with universal appeal that would convey emotion and work on a human level, we developed a pared-back abstract style that used simple shapes and forms, embued with human-like qualities through motion.
How do you make a triangle look surprised? How can a circle seem like they’re part of a community? These are the types of creative challenges a project like this leads you to discover.
In the early stages of development, we put pen to paper in a series of scamps to see just how expressive simple shapes can be, then used basic animation to test the concept.
Elegant and effective
This project was a great example of how a clear and strong concept can be executed in a simple, elegant way, yet be very effective.
The video has produced great results for the company, helping them to achieve their targets for reach and engagement, and spreading their message to a wider audience.
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