We were approached by the University of Salford to create an animation for their Business School. They had found that a large part of their audience doesn’t consider going to university for a number of reasons – the main one being confidence. The animation was going to be used on social media and on open days to target this specific audience.
It needed to be friendly, show empathy and be written in such a way that would resonate with the audience.
The University’s tone of voice established in their brand guidelines is both to the point and direct. This animation required a softer approach.
We responded to our client’s brief by providing the full creative direction for the animation. We wrote and directed the script for a character-led animation, based on a student who was lacking in confidence for the reasons identified. We needed to demonstrate how the University could support them through their decision to go to university, reassuring the audience that they didn’t need to change or become a new person to fit in at university. They could be themselves 100% and still succeed.
There was a whole host of emotional and mental health considerations we needed to bear in mind to make sure this piece was emotive in the right way.
The story of the animation followed one person around the Salford campus. Their journey went from lacking in confidence about the prospect of going to university, to going to the Business School and talking to someone about it. And because of all the support the character had received, she made the decision to go to university.
The decision was a key focus of the animation, as prospective students were encouraged to be independent and make that choice for themselves.
The ultimate outcome of the animation was for the character to ‘be unstoppable’ – the University of Salford’s strapline. We moved away from the usual animation style we use for the University and chose to use secondary colours from the brand guidelines to create a softer feel.
We created the characters from scratch, in line with the University’s existing brand guidelines. We also provided a voice-over from an individual with a distinctly Northern accent, so it would resonate with the target audience.
We provided the client with additional versions of the animation, with shorter edits for use on social media.
We wrote and directed the script for the animation.
We created the characters from scratch, in line with the University's brand guidelines.
We provided the client with shorter edits of the animation for social media.
The client loved the animation and awarded us with a subsequent animation for their business school as a result.
We created a suite of animation characters for use in all business school animations going forward.