An internal communication animation to help employees create a future to believe in, together.

Background

AstraZeneca is thinking of new ways to engage with their customers, and how the company can deliver a seamless, fresh customer experience that will benefit those customers and also the organisation as a whole. The strategy behind this is a focus on personalisation based on insights, gained thanks to mutually beneficial interactions.

Challenge

Intended for AstraZeneca’s internal communications portal – Workplace – our brief was to produce an internal communication animation that would help employees imagine a future where the focus is the customer and their preferred behaviours regarding clinical practice, offering personalised experiences across the whole spectrum of digital and more traditional communication channels.

Solution

We delivered an animation that while relying on a dynamic pace still manages to clearly explain the vision the company has for how the future could look.

We achieved this by filling the animation* with potential real life scenarios of interactions between employees and customers, where a diverse set of animated characters tell a story that engages from the start: Dr James and Dr Garcia, senior physicians; Mo, an AstraZeneca sales rep and his manager, Lara; they all come together to arrive at a personalised solution.

By presenting a sequence of events that presents a realistic and plausible scenario, the animation acts as an education piece and an internal sales tool of what the future could look like, and what it could achieve for the company.

Created using 2D animation, the visual style is clean and fresh to transmit clarity: we chose a white background and lighter tints of the AstraZeneca brand colours to allow audiences to focus on the story. The music track is subtle, elevated by a series of sound effects that help emphasise specific points in the narrative.

(*) – edited for the purposes of this case study to maintain confidentiality