Roche
L&D Animation
Project Snapshot
Campaign: Building a Case for Change
Audience: Roche sales teams
Services: Creative strategy, learning consultation, 2D illustration, 3D animation and post-production
Deliverable: 1 x Learning & Development animation
Recognition: Nominated for The Creative Pool Awards
Making Behaviour Change Visible
Roche needed to communicate complex persuasion and behaviour-change strategies to its sales teams in a way that would hold attention and challenge conventional approaches to Learning & Development content.
The brief called for an animation that could communicate an important principle: people learn, respond and change in different ways. Rather than relying on familiar characters and linear storytelling, Bearded Fellows developed an abstract visual language that could represent different emotions, behaviours and responses.
The result was Building a Case for Change - an unconventional L&D animation that used geometric forms and kinetic motion to turn an abstract learning concept into something audiences could see and understand.
Uncovering the Learning Story
The project began with a creative consultation that allowed us to unpack the learning objectives, audience and complexity of the messaging.
Through this process, we challenged the initial assumption that the material needed to be split across multiple animations. Refining the core message allowed us to bring the learning into one focused piece.
A key consideration was the recognition that no two people respond to information in exactly the same way. That insight became central to the creative approach, shaping a visual system capable of representing different emotional and behavioural states without tying them to specific characters or demographics.
Building an Abstract Visual Language
With the narrative established, we developed a visual library of geometric shapes, objects, colours and textures, assigning different visual qualities to emotions and behaviours.
The deliberately abstract style gave us the freedom to communicate ideas that would have been difficult to represent through conventional character animation. Shape, colour, scale and movement could change and interact to reflect different responses, creating a visual language that remained engaging without becoming overly literal.
We then translated the visual system into storyboards, matching the evolving shapes and compositions to the script and learning journey.
2D Meets 3D
The animation itself combined 2D illustration with 3D environments, creating a more dynamic visual style.
Illustrated assets were animated within a 3D environment before being brought back into a 2D editing workflow. This hybrid process gave the animation a layered, kinetic quality, allowing elements to move through space and interact in ways that would not have been possible through a conventional 2D approach.
The technical complexity remained in service of the learning message, with the movement, transitions and visual relationships helping audiences follow the ideas without relying on literal representation.
Building a Case for Change
Building a Case for Change gave Roche a distinctive approach to L&D content, demonstrating that complex behavioural concepts could be communicated without resorting to conventional training formats.
The work was nominated for The Creative Pool Awards and showed how greater creative ambition could make learning content more engaging, memorable and relevant to its audience.
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