QUESTION
HOW CAN WE CALL INTERNAL AND EXTERNAL PEOPLE TO THINK ABOUT ONCOLOGY?
PLAN OF APPROACH
- ASTRAZENECA WRITES DOWN THE STORY THEY WANT TO TELL
- A GROUP OF EMPLOYEES IS TRAINED IN DRAWING
- VIRTUAL (VISUAL) SESSION TO VISUALIZE PARTS
- SESSION ON THE METAPHOR (AND LAYOUT)
- DEVELOPMENT OF DIGITAL CONTACT PLATE
- RECORDING & ANIMATING THE VOICEOVER
LEAD TIME
5 WEEKS
RESULT
AN INFORMATIONAL AND SPARKLING ANIMATION THAT PROVIDES ACTION
AstraZeneca engaged us to create an inspiring call to action animation with the aim of calling on internal and external people to work with them reflect on the experiences of oncology patients and their improvement. How do they experience the care? How do we accelerate access to innovative diagnostics and treatments? How can we optimize care pathways? And how do we optimize well-being and outcomes for patients?
AstraZeneca wanted to convey their story through a talking plate and animation. For this we facilitated two visual sessions for a group of employees of AstraZeneca.
The first session started with a drawing course. The various subjects that AstraZeneca wanted to convey were visualized by the participants themselves through drawing exercises. They use their expertise so that their message is visualized in the right way. Through this visual and creative process, the session resulted in self-agreed, coordinated and drawn illustrations. We ended with a good feeling about the content and with our noses all in the same direction.
In the second session, in a smaller group, we thought about a connecting metaphor for the different parts of the story, this became the metaphor of a park.
The PraatPlaat was subsequently developed by Buro BRAND. However, creating the talk plate is only the first big step of a talk plate animation process; Buro BRAND then turns it into a moving animation film in collaboration with an experienced animator. We looked at the story under the animation and at what kind of voice fits with it.
What’s nice about the animation of AstraZeneca is that an employee of theirs has been chosen to record the voiceover! In this way, the animation is even more of a project formed and built up by AstraZeneca itself.
The super cool animation is now shared internally and externally via presentations and digital media. The talk board is also being applied to traditional media, including posters, handouts and flyers.
The step-by-step plan
- Together with AstraZeneca, the goals for the talk board and animation have been determined. It was important to think together with employees about parts and concepts for the talk board.
- AstraZeneca prepared a text with information to be told in the animation.
- A visual session was organized in which a group of AstraZeneca employees were first given a short drawing lesson. Subsequently, the various subjects from the prepared text of AstraZeneca were visualized by the participants. From this came a series of sketches for small illustrations to use for the talk board. ZOOM and Google Jamboard were used during this session.
- Afterwards, a second session was organized with a select group of AstraZeneca, to connect the small illustrations and plot them on an underlying layout. This resulted in a first sketchy concept version of a talking plate that we have developed in detail into a sparkling talking plate.
- After the talk plate was final, we looked for a suitable voice for the voice-over and the story was recorded.
- Using the talk board and the voice-over, an animator set to work converting it into a gripping animation to share internally and externally.
