Wall Street Journal brand strategy, animation & podcast
Deliver complex information about a new brand strategy in an entertaining and engaging way.
Disciplines
Creative Direction
Media
Animation
Podcast
Client
WSJ
The brief
Convey the new WSJ brand strategy to stakeholders in an informative and engaging way. Demonstrate how the strategy is closely aligned to the WSJ audience psychological drivers.
The solution
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An animation that introduced the new brand strategy. The animation had to convey enough complexity to convince the audience of its value, without getting bogged down in detail
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A podcast that discussed the strategy in greater detail, allowing stakeholders to dip in and review at their convenience
The results
This was an internally-released project so metrics were not available.
The creative process
After creating a skeleton narrative for the animation, I worked closely with our script writer to ensure each section had the kind of information we could bring to life visually. We aligned the writing and themes to one of our audience drivers, a 'high need for cognition' – a desire to solve problems and understand complex issues. This meant we packed the animation full of meaning and conceptual imagery that allowed the viewer to make thematic connections, giving them a little intellectual dopamine hit each time.
Moving to visuals, we carefully designed each scene, building in enough information and movement to allow the animators to focus on bringing each scene to life.