EBRD - How Donors Help Us Change Lives
Mummu, 1 year, 9 months ago
Celebrating their 25th year, the EBRD commissioned Mummu to create an animation to showcase their achievements, which would not be possible without a strong donor community. Their donor community consists of governments and partners who make a vital contribution to the EBRD’s work; helping to improve the lives of people in a region that stretches from Central Europe, the Western Balkans and the Southern and Eastern Mediterranean.
Presented at their 25th Annual Meeting at their London HQ, the animation was intended to target the donor audience, whilst also appeal to a less informed audience on social media platforms. Mummu used a bold simplified animation style that is informative with a serious tone. The bright energetic colours engage with a diverse audience in an approachable manner. Mummu used a paper aeroplane to act as a transitional device and central concept, twisting and soaring throughout the animation, to reflect the geographical breadth of the EBRD and donor community’s work.
Although it is essentially a text-lead motion graphics project, the artwork is integral to the piece. Mummu felt the importance of creating a detailed storyboard for sign off before each frame was produced digitally, allowing the client to visualise a fuller picture of the final product early on in the process. This exposed production process allowed the EBRD to make sure that what was on screen correctly reflected the work they did and the areas they reached.
The animation team went to work creating a simple animatic that was continuously refined and developed at each stage. Simple 2D shapes were swapped for 3D paper planes and close ups of character hands were animated frame by frame in Adobe Flash. This was all brought together with bold animated text and composited in Adobe After Effects.