Enlivening Technology with Mummu Studio

LBB> What inspired the creative approach of utilising abstract animated shapes and typography to explain Thought Machine’s Vault Core and Vault Payments?

Mummu> Thought Machine’s logo and branding which uses 2D geometric shapes was the initial inspiration to create an animation that could be abstract, relying just on voice and typography to reinforce the key messages.

Upon reading initial scripts presented by Thought Machine it became apparent we’d need to visualise a journey – a journey of a payment, something which is quite abstract in itself. Key words like ‘flow’, ‘structure’, and ‘fragmentation’ inspired us to create a payment journey that was dynamic with endless possibilities in the way shapes could move, pop, twist and turn.

For example: the Universal Payment Engine integrates both account-to-account and card payments within a single platform, unlocking new possibilities in payment journeys.

LBB> Could you elaborate on the collaborative process between Mummu Studio and Thought Machine’s internal marketing team in developing the script and visual concepts for the animations?

Mummu> It was great working with Artemis Vergou head of design at Thought Machine, who from the getgo was looking to create a film that was equally visually appealing and stunning as it was informative.

Because of the complexities of the product, regular calls and brainstorming sessions were needed to discuss the technical natures of the script so we could first understand the product and then suggest visual metaphors that could be created within the animation.

LBB> How did Mummu Studio navigate the challenge of simplifying complex technical information about core banking and payments technology into engaging and digestible content for the target audience?

Mummu> The target audience was business-to-business, which was one of the reasons that allowed for the animation to be abstract – there was an understanding that this audience would have a basic understanding of technical banking systems. 

It was important for us that the audience could understand the technical aspects of the products not only through the text and scripts but also through the tone of the animation – we wanted them to view Thought Machine as a next-generation banking company who are ahead of the game.

LBB> Can you discuss the significance of the dynamic animation techniques employed, such as twisting, turning, popping, and transforming 2D shapes throughout the films, in conveying the functionality and benefits of Thought Machine’s products?

Mummu> These dynamic techniques were used to convey the abstract journey that a payment goes through in a banking system.

The qualities and techniques mentioned enabled us to – unlike your average infographic – make this journey exhilarating for the viewer and leave them wanting to ask more questions and find out more about the products.

LBB> What considerations were taken into account during the style development phase to ensure that the animations aligned with Thought Machine’s brand identity and messaging?

Mummu> We gave a lot of thought to the abstract shapes which made up the Thought Machine logo, representing its values – core, payments, culture and engineering.

We also mobilised the existing brand guidelines for colour palette, ensuring seamless alignment throughout the campaign. 

LBB> Could you discuss any specific challenges encountered during the production process and how Mummu Studio addressed them to achieve the desired outcome?

Mummu> Initially we didn’t have any intention to use typography at all within the animation. However, further into pre-production (storyboard and artwork process) it was felt that typography would help emphasise and enhance key messaging. This then resulted in us redesigning some frames to incorporate the important keywords to help guide the viewer through. 

LBB> From Thought Machine’s perspective, how did the final deliverables meet expectations in terms of clarity, visual appeal and alignment with marketing objectives?

Thought Machine> Thought Machine’s products are built to run banks – they are highly technical and work invisibly – making them challenging to portray visually. Software like ours demands a rich and unique visual fabric to effectively communicate its essence, which the Mummu team grasped immediately. 

We worked together to craft an abstract animation style, employing our vibrant brand colours in the videos to bring the products and script to life. One of our core company values is excellence in engineering, which is reflected in our branding through a collection of precise geometrical icons with sharp corners and smooth curves. We employed effortless transitions and gentle background gradients to create visual focus, and added bold typography to highlight key concepts. The modern and upbeat music that was composed especially for us by sound designer Lefteris Xanthis, adds a lot of energy and rhythm to the end result, ultimately conveying the speed, flexibility, power of our technology . 

The Mummu team understood our vision from the outset and delivered a series of functional and visually striking product videos. 

These explainer videos emerged as a versatile tool for our global commercial teams; they were used as part of campaigns as well as on screen at trade show conferences around the world and to amplify our business development outreach.

The Mummu team was excellent every step of the way. Their communication and feedback processes were seamless and efficient. We are thrilled with the results and look forward to working together on future projects.