The Challenge

Arts Council England is a government-funded body dedicated to promoting the performing, visual and literary arts in  England. Since 1994, Arts Council England has been responsible for distributing lottery funding. This investment has helped to transform the building stock of arts organisations and to create much additional high-quality arts activity.

While working as a designer as part of Epigram Communications arts and culture team I was asked animate a short gif to be used to support The Arts Council's annual environmental report using the software Adobe After Effects.

It was to be an explainer video that simplifies very complex business ideas into a short highly engaging explanation that everyone can understand. Even if they have no prior idea or experience with the product or service you are offering to them. 

I was given the storyboard (far below) and asked to make it come to life in an appropiate way by following Arts Council brand guidelines and by complementing the report the information is based on. This was to be posted online and on social media.

The Solution

When it comes to videos on social media, it’s vital we get straight into it. When creating this animation, we kept in mind that we can’t rely on sound to get the viewers attention. It all needs to be communicated visually. Our focus is engagement on social first platforms like Facebook and Twitter whose algorithm favours videos people engage with and share, so we focused on making this video as short as possible.

Results

Our animation simplified information into a short highly engaging explanation that everyone can understand. Even if they have no prior idea or experience with this online service. The eye popping, bright, attractive animation hooks the audience immediately by presenting something relevant to them.