We supported Roche to raise the bar of their Learning + Development content and to communicate effective persuasion and behaviour change strategies to their sales teams through this abstract 2D animation with 3D elements.
We were thrilled that ‘Building a Case for Change’ was nominated for The Creative Pool Awards. More than this it was the consultation process and the relationship with our client that we are most proud of. We fully commend Roche for not playing it safe and for their bravery and willingness to create something abstract and novel for the sector. We all love this geometric, abstract animation!
We began with a creative consultation process which enable us all to explore the real needs of the project and the complex messaging that needed to be communicated. Typically, this process raised further questions and we were able to condense the message into one concise animation, not multiple as was originally though.
For this project we wanted to be adventurous and experiment with animation techniques in both 2D and 3D environments to avoid a standard, linear process. We created a library of shapes, objects, colours and textures that corresponded with a range of emotions and we experimented with colour and shape representation. Once the visual library of geometric shapes was finalised we put the shapes into storyboards and matched them with a script.
The animation process was complex and experimental and resulted in 2D illustration assets which were animated in a 3D environment and brought back into a 2D editing environment. This process lent an abstract, complex, kinetic energy to the piece that visually communicates the desired message.
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