Case study
commercetools
To launch their brand new LMS learning platform on 360 Learning, commercetools invited us to create a suite of films that explained everything from the history of the company to their strategy going forward. Aimed at their new and existing employees it was important to engage from the outset.
With a fixed budget we recommended creating eight films, five fully animated films (on the core product, how to sell the product and the company’s future strategy) and three mixed media films, combining filmed interviews and animation. These covered commercetool’s history with CEO Dirk Hoerig and two case studies for their work with John Lewis and Tekton.
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From the start they were super helpful in helping us define the scope based on our available budget and we were able to create a well rounded series of videos that were impactful in the launch of our LMS.
Hannah Trice | Talent Development Lead
commercetools
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How we maximised content creation on a fixed budget
With fixed budget and rough thinking of what they wanted to create, commercetools trusted us to come up with a strategy of how many films to create, length and the medium in which to do so. We really wanted to engage their teams with something new and exciting and opted for eight films, five of which would be fully animated and brimming with character a further three which would be filmed interviews mixed with animation. We kept the content short and snappy, with no film over 2 minutes. This was a key decision in order to engage and keep everything succinct. We also wanted a mixture of mediums in order to tell the right stories in the right way. More company wide information was told through our animated characters, with each character more representative of a team or department and more specific and employee/CEO led information being filmed to feel more personal, giving employees as close contact to their colleagues as possible.
Why putting people at the heart of the content was important
From the outset we proposed putting people at the heart of the content, whether that be through animated characters or with filmed interviews. commercetools has q global internal communications network and we needed to reach them all on a personal level. We therefore put characters at the forefront of our animated films, driving the narrative through journey’s and stories that would empathise with teams and stakeholders. Our filmed interviews, made the staff the star of the shows. Both case studies featured head of projects talking about the success they had had with each project, which really helped to cement the pride everyone has working for commercetools.
Evolving an existing brand identity in new ways
With an existing brand identity already established for the internal communications, it was important for us to incorporate this into our new motion design. We relished in picking up the existing character designs and filling them out with new personalities and traits and rigging them up for animation. Each character came with their own personality, from super hero sale guys to hero-ing the founders as astronauts. We also created new visual devices and icons to illustrate the films, all the while keeping to their existing design identities. This proved a success, helping commercetools to create a new motion ready internal comms branding.