Our client the Construction Industry Training Board (CITB) set us a challenge to make a different kind of internal communications film. Their previous communications had been delivered by managers and staff talking to camera and the team wanted to try a more creative approach. The film was to convey essential information to its large, diverse workforce. Its primary use was to be via CITB’s intranet and at a series of staff conferences but as the project evolved, we were set the additional challenge of making the content relevant to an external audience, so it had to be very “on brand”.
CITB had a set budget, a hard deadline and a lot of information to convey. It was a busy time for the organisation, so the film had to be made with as little disruption as possible. Furthermore, the internal communications team had had feedback that their material needed to be shorter and snappier. Taking all their drivers into consideration, we proposed animation with a voiceover, as an effective and engaging device to make the film. It meant we could convey the information both clearly and quickly in a short space of time, with no disruption to managers’ time.
We developed a script alongside CITB that encompassed the key messages and was inclusive to all. The next step was to write a visual script from which to animate. We explored the brand guidelines so we could ensure the animation would match CITB’s visual identity. Only once this had been approved by the client did we begin the animation process, using 2D graphics in 3D space to add depth.
The film has been used extensively by CITB both internally and externally. The client was delighted with the film and the reaction it got from staff and customers. They felt it conveyed important information in an engaging way. As a result we were commissioned to make a further 3 animations for an internal audience.