We were approached by News UK to create an explanatory video for the print and mobile channels of their brands – The Times, Sunday Times and The Sun.
News UK studies bust a widely believed myth about the way people read online. They found out that whether people read their news on paper or glass, they tend to read it in pretty much the same way. Whatever device they´re reading on, it´s the content that matters. This insight changed the way News UK approaches advertising: it’s not about print first, or digital first. Its about putting the audience first.
The client provided us with the script and we started our work with the concept initially by looking at the elements of the News UK logo and analysing their core brand identity. Good understanding of the brand enables us to create something that’s unique and reflects the look and feel of each client’s company. The core of the brand being the logo, we decided to use the slashes from the News 3.0 logo throughout the animation to tell the story.
The concept was then brought to life on a storyboard. Storyboards are a great way to demonstrate how stories flow – the result would translate into an engaging explainer video that would communicate the message in a clear and powerful way. This is the stage where we define colours. In this case, we decided to use a minimum colour palette of dark gray and blue – the brand colours. Our approach to visuals is that each element used on the screen has to have a function to support the story. Nothing should distract the viewer´s attention – each element should always reinforce the message.
Once the storyboard was approved, we moved onto creating the final artwork. Here the sketches take their final shape. We create our artwork digitally to ensure a high quality end product. And it also enables the client to use the various illustrations across different media platforms.
Voice, artwork and music come together in this final stage – animation. We created a whiteboard animation, combining handdrawn elements with motion graphics. Creating a dynamic explanatory video, displayed on the client’s home page, has resulted in an increase in sales.