The Brief

Looking to shake things up in the video production industry with its data-driven approach, SHFT came to us for help in creating their new brand film. When SHFT reached out, they had a clear concept in mind. Their vision was for us to integrate lively, bold 2D frame-by-frame animation with live-action sequences with a central 2D character for their film.

The animated brand video needed to immediately position SHFT as an agency that brings innovation and edge to the corporate world, while the story needed to capture SHFT’s unique selling point as an intelligent video production company using data to drive their creativity and inspire action.

What set their concept apart was the use of an animated character against the backdrop of real London streets – a departure from a more usual corporate approach and one that would instantly resonate with their audience.

Our Response

For us, the challenge was to not only ensure that the animated sequences complemented the live-action shots but also that they showcased SHFT as cutting-edge storytellers within their industry. 

Our work began with developing their storyboard to make sure that the finished film felt fast-paced and full of energy, with a continuing momentum throughout. All while hitting the right pacing and story beats to perfectly convey their brand’s personality in a very short space of time. Each frame was designed to enhance the story, drive the narrative, and visualise the essence of SHFT as a forward-thinking video production company. 

At the very heart of the film was the character animation that was developed to hit exactly the right note with a blend of both professionalism and youthful energy. Drawing inspiration from young influencers and tech entrepreneurs, we crafted a character that would immediately resonate with SHFT’s target audience and brand persona. 

Our dynamic and lively character animation was born! Designed to instantly capture the audience’s attention and contrast against the grey streets of London whilst adding a layer of depth and splash of colour to SHFT’s brand film. 

The brand animation was designed to underpin SHFT’s unique data-centric take on video production. The character we created is seen confidently walking through the streets of London interacting with the data animations and kinetic typography that has been woven into the city surroundings, blending seamlessly with the real-world environment within the brand film. 

SHFT’s vision was more than just creating a brand video – it was about producing a narrative that sets them apart within the corporate landscape. By fusing data-driven visuals with vibrant 2D character animation, we were able to bring their vision to life as data-focused innovators in the video production sector.

Outcomes

Delivered on time and within budget

Crafted an impactful brand story

Highly engaging and innovative brand film

character & style Development

Development of the character began with brainstorming with SHFT to get an idea of the character they wanted to create and that best fit with their brand personality. They wanted a character with the air of a young CEO entrepreneur type in the vein of a female Steven Barltet or a young female Elon Musk (but a bit more grounded of course). SHFT wanted her to feel confident and professional yet approachable.

We had to tread a fine line of creating a character that was stylish but not garish, put together, but not stuffy or corporate. All whilst incorporating the vibrant orange colour palette of their brand. When moodboarding we began with some more blocky silhouettes and styles that evolved into the final character design. Her final look was both sleek and stylish, rocking an apple watch to show her as the digitally connected character she is – perfectly aligning with SHFT’s brand.

early animatics

We began with creating the animation to build an onscreen narrative for the character as she walked through the city streets interacting with the animated data surrounding her. We wanted to make sure that animation perfectly captured the energy and excitement of SHFT as a brand, making sure the character was driving the narrative forward at every step and realistically blending into the real world surroundings as if she was really there. 

Behind the scenes

We developed the character animation with 2D frame by frame animation. We wanted to create movement that felt confident and assured as the character is seen walking through the streets of London and interacting with her smartphone. This was to help denote the tech savvy nature of SHFT and its brand personality as a bold and digitally driven production company, looking to break the mold within their industry.

Looking for some slick animation to add to your next brand film? Then get in touch. 

We love collaborating with clients to create innovative brand videos that make a lasting impact. 

What our client Said

“Producing our first ever animated video was a scary proposition and uncharted territory for us as an agency. Working with The Animation Guys they put us at ease, listened to our ideas and made the process come to life. They’re genuinely decent, honest and hard-working people that ultimately produce first-class animation videos. We couldn’t be happier with our final product and no doubt will return to them for a follow up video at some point! Fully recommend.”

Beth Hellowell

Managing Partner @ Signify Digital

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