I worked with the charity ONE on a campaign launched in the run-up to the 2024 EU elections. The brief was to script and produce an animation per their campaign guidelines that would live on their website and complement a social campaign. The campaign's central concept was "What's missing?". For example, a scene would have elements cut out that represented fundamental human rights or environmental actions. The call to action was for policymakers to sign a pledge, so until they took action, their signatures were also missing. The call to action for ambassadors was to speak out, so until they took action, their voices were missing.
I was responsible for writing the script, which went through several drafts. Many different stakeholders were involved in reviewing the script, ensuring that the message was fully aligned with the charity's voice and delivered the most impactful campaign. Through this process, the client decided we should produce two versions, basically the same video but with alternative endings for ambassadors and policymakers.
Due to time constraints, I started work on the storyboards before the script was signed off. While I prefer the safety of working with an approved script, in this case, it was fruitful. Bringing the script to life through the storyboard sparked new ideas, fed into the iteration of the script, and got it to a place where all stakeholders were happy.
ONE supplied excellent brand guidelines for the campaign, which was a great help and removed the need to define a style. I greatly enjoyed working with the acid teal colour on the black background; it's so vibrant. The mix of photography, graphics, and bold typography combined brilliantly to engage the audience and emphasise key statistics with a real visual punch. The design truly felt worthy of the charity's fearless, strident nature.
