ENEI wanted to see their ethos reflected in the mood of the video
Above: How unconscious bias affects decisions we make: See production details below.
ENEI work with employers to promote equality and inclusion in the workplace. They commissioned Shoot You to produce a mood video, to carry their core message and make viewers think about how they perceive colleagues.
The objective of the video would be to gently help people consider whether their insight was based on what they saw a person as, or the true contribution other people made.
ENEI’s message needed to be empathetic and widely understood, without being condescending. Animated video and motion graphics specifically would be a sound choice for mood and comprehension, along with the advantage of not using real people.
The characters we created could represent many types of people but as graphic characters, they helped set aside unconscious bias, the rationale of the video. ENEI’s staff worked closely with us to map out the individual messages and turn them into a full storyboard.
The central graphics were created to represent a cross section of people in the workplace and to match the script. Characters in this video would work through the story, in a considered way.
Colours would be warm, the “people” arrive in a friendly, rather than aggresive manner. Animated video is a great medium to draw viewers in and emphasise points, without jarring from one section to another.
This approach also went with the desired outcome of commentary only, rather than a music track. All images were completed to meet the needs of the script before the next stage.
A sensitive subject required motion graphics to be used simply for enhancement, clarity and mood as much as impact. Our team working on focus and transition for each section, motion built in to highlight, not dramatise. Adaptation to the voiceover was managed in a similar spirit.
A little final editing perfected timing, the voiceover brought into sync and recorded again by a professional artist. Not a video needing work on multiple locations, or dramatic effects, just undisturbed viewing.
The message came across well, animated video better for the task than shoots of corporate headquarters, or interviews with directors. A video about ethos which we understand viewers took to happily.
A similar principle can be applied to most corporate videos, where simplicity and depth of message need to be combined. Investor relations video production is a fair example, where a clear, yet unfogettable message is essential.
As this video demonstrated, a message to stay in memory doesn’t need to be complex, often the opposite. The thought of good design being in a simple form can apply to corporate video.