CASE STUDY 2
PROJECT: A DAY IN THE LIFE
Transport for London
THE BRIEF: To convey all the excellent (but often unknown) work that TfL have been doing across London in a way that will really interest and excite.
DELIVERABLE: A 3 minute animation
"It looks absolutely brilliant! I’ve shared it and my colleagues are equally as impressed. Thank you so much for your hard work on this. I think you’ve got the look and feel spot on and it will be very impressive to present externally. Thank you very much!"
BACKGROUND
TfL are so synonymous with the London Underground network and double decker buses, that many don’t realise they are so much more than simply a provider of transport throughout the capital. In fact, TfL are London’s largest landowner, providing over 10,000 homes. They also provide unique and affordable retail spaces for countless SMEs. Have invested heavily in innovative renewable energy solutions and electric vehicle charging hubs. Are committed to providing leisure spaces like parks and public exercise facilities for the many. TfL wished to convey this story in a creative and engaging way that would resonate with their key audiences.
THE SOLUTION:
A bespoke animation that would be fully on brand and ownable. By designing each individual scene, we could tell the exact story, including all touchpoints and nuances, that TfL wanted to communicate. And by showcasing visuals in a creative, vibrant and humorous way, landed key messaging in a more effective fashion than a traditional presentation.
SCRIPTWRITING
Following an exploratory session with key stakeholders, we wrote a script that would tell the “A day in the life” story in a way that would be impactful and most importantly, clearly understood.
STORYBOARDING
Prior to going to design we produced a hand-drawn storyboard which really helped in visualising how our ideas would come together.
CREATIVE DIRECTION
We created an animation look and feel that was based upon TfL’s brand guidelines and colour pallettes that would form the style for the piece.
DESIGN
The design stage saw us draw and build out all the assets needed for the 12 scenes that would comprise our 3 minute animation.
ANIMATION
Once all the assets were designed and built, we then animated the scenes. The movement and pace added real dynamism to the narrative.
VOICE-OVER ARTIST AND EDIT
Finally, a professional voice-over recording artist added gravitas to the film, providing clear, perfectly delivered narration. Once recorded we then edited the voiceover to the animation so that it flowed perfectly.