Smith Institute: Data Solutions

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Smith Institute

Simplifying Mathematical Optimisation

The Smith Institute approached us to help convey their complex offering across one of their key capabilities – Mathematical Optimisation. This allows business leaders to make critical decisions with confidence in the face of uncertainty in business. Whether rail network scheduling or balancing supply and demand in the energy sector, mathematical techniques are key to solving business problems.

Testimonial

"We approached the Like Minded after viewing their portfolio of stunningly creative visuals to bring to life and explain a tricky concept in an engaging and marketable way. From initial concept to the final product, the whole project was a joy to collaborate on with the LM team taking the time to truly understand our needs and goals for our customers while bringing our brand to life. We’re very happy with the motion graphic video and assets they have created for us and look forward to the next projects!"

Distilling Complex Messages

The target audience for the campaign are C-suite level business leaders, with influence over business strategy, data scientists and those in R&D teams across a business. Working with the client we tailored the design of the graphics to further enhance their brand and developed a narrative that brings the topic of Mathematical Optimisation to life.

Brand Creative

We used real world landscapes, near future mass market technologies combined with a more abstract way of talking about data in the specific optimisation process.

We wanted to bring a contemporary style to the animation in order to build on the brand proposition.

Animation Style

Working with both 2D & 3D animation techniques we created a unique visual style and language for the Smith Institute. We used the camera to create a distinct vantage point for the user and built 3d environments to support the messaging in a memorable way.

Further Brand Communications

Having set a featured visual language for the brand we created further short form social assets and graphics for use on social networks. We also created powerpoint visuals for use in presentations across the business and internal communications for the brand.

More work for Smith Institute

Find out more about this conference welcome video created for Smith Institute.

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House of Lords: Black History Month Campaign

The Like Minded Black History Month - House of Lords
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House of Lords Black History Month

Campaign for Black History Month

The Campaign

We designed a multi channel awareness campaign for The House of Lords using animation, film and graphic design. The purpose of the campaign was to celebrate the 50th Anniversary of Sir Learie Constantine becoming the first Black member of The House of Lords and to drive awareness of the diversity within the modern day UK Parliament. The campaign launched on the 1st October 2019 and will run through the month across web and social channels.

Black History Month
House of Lords Black History Month Campaign

Animation

The animation used a limited colour palette with key flashes of colour to draw the viewer’s eye into the scene. The overall design evokes memories of an old cine newsreel. The episodic nature of the animation enabled us to create individual static graphics of each chapter of his life to be used as social assets in their own right. The key moments of Sir Learie Constantine’s remarkable life are brought to life with the rich and striking narration of David Harewood, best known for his role as David Estes in Homeland.

Film

We interviewed two current members of The House of Lords; Baroness Benjamin and Baroness Young to discover their life-stories and the issues that they have campaigned on ranging from children’s rights to modern day slavery.

From the two long edits, we created short clips to increase the versatility of the content to reach audiences and address specific areas of interest across the month long campaign.

Social Assets

We licensed some beautiful photography from The National Portrait Gallery and created custom Black History Month content that can be used across all social channels to promote engagement and direction to longer form assets.

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Eden Project Communities

Eden Project Communities Skyline Featured Image
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Eden Project Communities

Textural Animation Explaining Eden Project Communities

Challenge

We were presented with the task of developing a fun, engaging animation to explain the ins and outs of the Eden Project Communities initiative. The animation was to be a top-level dip into their work to whet the appetite of viewers and encourage them to learn more.

The Eden Project Communities have done great work in creating a striking brand with a loose, hand drawn feel which is persistent across all of their comms. It was important that this piece worked harmoniously with this aesthetic.

Solution

To ensure the animation remained on-brand we roughened the edges of the artwork and implemented a series of textures across the piece to craft a handcrafted aesthetic. This, coupled with the striking brand colour palette led to a interesting, vibrant explainer that keeps viewers engaged.

Check out the work in progress shot to the left for a sneak peak at the process.

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Illumina: Next Generation Sequencing

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Illumina Next Generation Sequencing

Sophisticated Concept Explainer Animation

Challenge

Illumina is a leading life sciences developer, manufacturer, and marketer of tools and integrated systems for the large-scale analysis of genetic variation and function. Customers include a broad range of academic, government, pharmaceutical, biotechnology, and other leading institutions around the globe.

Our challenge was to create a series of animations that would explain next-generation sequencing which has replaced other, older, DNA sequencing methods.

The animations needed to be exciting, futuristic and should not be created in a style that would look dated in the future.

Solution

We created a sophisticated and engaging series of life sciences explainer animations by utilising the following approaches: The animations have a limited colour palette enhanced by negative space to ensure that the overall feel is uncluttered and the viewers focus is drawn to the colour and movement of objects which act as metaphors or literal representations of the voiceover.

The animations also make considered use of the camera angles and the z axis to help underscore messages that relate to quantity and speed.

Finally the animations were created with a bespoke soundscape intended to provide a light and uplifting feel for the viewer complimenting the overall concept. This is an approach that works well for Healthcare and Life Sciences.

The animation has had over 2 million views on YouTube – now that’s a lot of gene sequencing!

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SmartWater Global Crime Prevention

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SmartWater Global Crime Prevention

Explainer Animation for SmartWater's Properties and Applications

Challenge

There is increasing pressure for companies to be able to secure their supply chains from fraud and ensure they are compliant with ethical practise. SmartWater’s patented formula provides a new level of security to companies, stakeholders and consumers, but it’s complicated stuff.

Our task was to create an animation that informed potential customers of the product’s unique strengths and potential applications, in a clear and concise manner. The animation needed to be inspiring and educational to a broad audience.

Solution

We utilised a limited colour palette and clean, striking visuals. This ensured that the animation mirrored the authoritative tone of the content and that the key messages were easily understood.

The animation combined technical product information with broad market use applications. Fluid motion was implemented to emphasise the state of the art science powering SmartWater.

Testimonial

"The animation has been very well received. Thank you!"

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Bupa Health: Explainer Animation Series

The Like Minded Bupa Health Procedure Series
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Bupa Health

Explainer Animation Series

Challenge

To create a series of healthcare explainer animations for the Bupa Health Youtube channel. We created a simple visual style to describe a range of medical procedures through the series of contemporary animation explainers. These are aimed at existing customers and potential customers looking to better understand a specific procedure prior possible surgery.

Art Style & Animation

In order to create this series of animations, we developed a contemporary art style from the brand guides that balances solid fills with understated line illustration work. Using a simple visual approach focused on communicating what’s essential to the medical procedure while removing elements that don’t support the core message.

More in the Series ...

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Testimonial

"The Health Content Team at Bupa UK commissioned The Like Minded to produce some animated explainer videos on a number of medical conditions and procedures. We had a great experience from start to finish. The team were flexible, attentive to our needs, and a pleasure to work with. The videos perfectly reflect our brand expression requirements, are clear and easy to follow, and convey the topics with the requisite clinical accuracy. This isn’t an easy balance to strike! Early customer feedback has been really positive."

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Cambridge Consultants: DNA Data Storage

Cambridge DNA
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Cambridge Consultants & Catalog Technologies

Explainer Animation for DNA Data Storage

Challenge

By 2025 the World will run out of data storage. Catalog Technologies and Cambridge Consultants have created a machine that can transform the speed and cost of storing data in synthetic DNA. This revolutionary technology promises to take the potential of DNA storage out of the laboratory and into the real world.

Our task was to create an animation that informed and inspired commentators around the world to highlight the groundbreaking innovation and to discuss the commercial potential of DNA data storage to new audiences.

Solution

The concept of DNA storage is not widely known or understood. Therefore, we needed to develop a visual language of metaphors to help explain how DNA data storage works and the scale of its potential.  The animation was also created without a voice-over to ensure a visual focus on the key messages. This approach was further enhanced by using flat backgrounds that reduced visual distraction and increased the feeling of a futuristic landscape. The futuristic landscape of adventure was contrasted with the use of domestic imagery such as: a closet and an egg timer to increase audience engagement in the subject matter.

More work for Cambridge Consultants

Find out more about this welcome conference video created for Cambridge Consultants.

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Tick Tock Till Bedtime

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Tin Man Communications & Indeed

Tick Tock Till Bedtime

Challenge

Tick Tock Till Bedtime strives to stimulate conversation between children and their parents about the world of work and the home-life balance. The campaign needed to engage with the target audiences in a way that was fun, thought-provoking and natural, so we created an animated bedtime storybook!

We created this animated book to support Tin Man Communications with a campaign for their client Indeed. According to research, almost a third of British parents work too late to tuck their kids into bed at least three nights a week.

Storytelling

The well known children’s author Giles Paley-Phillips has written a children’s bedtime story which provides a natural space to spark conversation between parent and child. We worked with the author to produce a beautifully illustrated storybook. This then established the basis of our animation.

The animation is in the style and form of a picture book to mirror the experience of being led through the story with words and pictures. The illustration has a hand-printed feel, with soft edges to the background to achieve a dream-like effect.

We used exaggeration of characters and scenes within the animation to add humour, which was further enhanced with a custom soundscape.

The voice-over was provided by the award-winning actress Bhavnisha Parmar.

Impact

The Tick Tock Till Bedtime campaign has featured on; National TV, Radio and the press which has sparked debate and conversation around work life balance.

The Campaign has featured on National TV
The Campaign has sparked debate

Check out our ‘Making of’ video below

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Testimonial

"I have been completely inundated with press calls but just wanted to pass on, from the team here at Tin Man and at Indeed, our thanks and gratitude for your quality of work, time at turning things around and creative consultancy on this."

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British Footwear Association – Learning Experience

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British Footwear Association

Animated learning Content

Animated Videos

We worked with the British Footwear Association to create a complete blended learning experience that is a first in the world of footwear. The project involved animation, graphic design, copywriting, platform design and game based assessment.

We created a stylish character animation style that would engage a fashion conscious audience. The style also needed to clearly explain complex technical elements and the shoe construction process. We worked with leading global “shoe dogs” to ensure that the design and technical elements of each animation were accurate.

In total we created 9 animated videos that feature as anchor content in each module.

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St. James’s Place: Wealth Management

St. James's Place Featured Image
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St. James's Place Wealth Management

The Approach to Investment Management

Challenge

St. James’s Place is the UK’s largest local Wealth Manager offering financial services to individuals and their families.

They wanted to create unique visual communications around the value they add to clients’ lives across:

• Financial advice offered
• Investments & funds they provide access to
• Helping clients meet their financial objectives

This animation describes their approach to investment management. They offer multiple funds run by investment experts from all over the world and we were tasked to explain how & why St. James’s Place works with Partners for this expertise. We also had to demonstrate how they select, monitor and change fund managers as required; while sharing the work of their investment committee and the role of their consultants to help inform decisions.

Solution

We decided to develop a hybrid style of animation. By filming our client (the subject matter expert) first and using rotoscoping techniques (frame by frame tracing of the film footage) we gave the character movement a natural film quality.

This created a relaxed documentary style interview piece using hard cut camera framing techniques. This provides a human approach to the narrative while presenting the topic in a unique way.

The second component features shapes and graphics that aid the audience understanding by visualising more complex points using an infographic visual language we’ve developed for the St. James’s Place brand.

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Audio Production & Lip Syncing

As mentioned previously, the decision to film our subject matter expert (Andy) on location at our studio was a fantastic way to gain quality reference footage, however, it meant there would be the potential for inferior audio quality due to the acoustics and other background noise interference.

To avoid this and ensure flawless audio quality, we decided to record Andy’s voiceover in a studio sound booth. We then used this audio during filming to attain similar timings while Andy talked through his lines.

Knowing that we would only be using the film footage as a guide for the animation, minor timing discrepancies between the audio and the lip-sync in the footage were ironed out during the animation process.

Filming

We built a lounge area in our studio to carry out the filming element of the piece. By not requiring pin-drop silence for the filming, it helped provide a more laid-back atmosphere which carried through into Andy’s performance to camera.

We ran through the script a few times and referenced it against the pacing of the studio-recorded audio to ensure it didn’t differ too greatly. Using two DSLR cameras allowed us to reference and pick different head to camera shots for use in the final animation.

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Interview Animation

The interview segments of the animation were created with a blend of techniques. Sometimes straightforward rotoscoping (drawing over the top of footage) can lead to an aesthetic that is hollow and appears machine-made rather than feeling organically animated and natural. In order to produce something that felt closer to natural movement, the footage was used more as a guide and the team added creative license to tweak the human gestures.

2D & 3D Animation

The graphical elements of the animation were created using both 2D & 3D animation. The principle was to compare the innovative processes of St. James’s Place (realised in 3D), with the rigid and dated systems of their competitors (realised in 2D). It was important that, although different, both facets fit well within the same animation, whilst also blending seamlessly with the interview elements. The colour palette, grain texture and angled lines utilised across all components helped to achieve this unique visual language for the brand.

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