The brief
Using animation to visualise what can’t be shown.
Southampton Hospitals Charity needed an animation to help explain the uses of machine learning in medicine for an appeal launch. With such a complex topic to deal with, it needed to be broken down into something that was simple to understand, fun to watch but conveyed how serious the subject matter could be for patients in the future. There were quite a few facts and figures in their brief, and so we had to find a way to deal with these in a visually interesting way.
Check out Southampton Hospitals Charity work
What we did
We started the project by taking what was quite a complex script and breaking it down into a clear storyboard. For the Southampton Hospitals Charity animation we knew that we would need to create bright, engaging assets that remained on brand. Most important of all was humanising the subject of machine learning. In order to do this, we create as many scenes as possible that featured people and recognisable characters. By doing this, we would be able to keep people watching for as long as possible. Reassuring them that although this is a difficult topic to understand that the video would make it as simple as possible to engage with.
The result
The animation was one of the pieces of hero content tied in with this particular appeal. The danger with an appeal that can’t be obviously tied to human stories is that it doesn’t always connect audiences. This is something that we were concerned about, so we worked hard to make sure the animation felt as human as we could. We aimed for a tone that we felt would resonate with audiences.
