Salamandra was approached to create an animation informing on the risks and potential solutions of income drawdown, aimed at IFAs with existing understanding of the financial industry. The secondary aim was building awareness of the new Artemis Fund Managers pension fund, without blatant advertising.
Artemis had not commissioned the creation of an animated explainer before this project, and was interested to see how the format worked for their brand. Salamandra saw this as a great way to demonstrate the appeal and benefits of the animation format, particularly in financial sector, where it is not yet widely used as a method of marketing.
The brief required Salamandra to get stuck in to a very complex topic, and gain enough of an understanding to be able to condense the subject into an informative and concise 2 minute animation. Equally, due to the nature of the financial industry, legal compliance and a strict observation of the Artemis brand were top priorities in forming the content.
Salamandra began this project, as always, with all-important client communication – a robust briefing, including analysis of the target audience personas and discussion of the tone, manner and intended outcome of the project. This understanding of the intention, along-side research into the topic and industry, allowed for a strong informed approach to the script. As the storyboard and animatic (a rough initial animation from the storyboard) were drawn up, consistent feedback and conversations with the client were prioritised as a means of checking the project was on track for meeting compliance.
The main challenge for Salamandra in the production of this animation was conveying the complexity and quantity of information, without losing the flow of a well animated piece. The team was able to design a linear motion graphics style within the Artemis branding, with a mix of 2D icons, animated text and some 3D elements. This allowed for the required information to be shown without compromising the engagement and visual impact of the animation.
The animation is just about to launch, and so audience reactions have yet to be recorded and analysed. However in the words of the Artemis Fund Managers team, ‘we think it’s brilliant. Looks great, pacy and brings the topic to life’ – a great accolade to the engaging power of video content. With animation, Artemis is boldly making a splash in an industry still largely dominated by 20th Century advertising methods.
Watch the animation here – www.vimeo.com/191806659