Through extensive discussions with our client IWDA, the leading Australian agency entirely focused on women's rights and gender equality in Asia Pacific, we came to deeply understand their message and objectives.
We considered deeply how best to present the material, including choice of writer, visual style, sound and music.
In the end we partnered with poet and activist Anna McGahan, who would go on to write and perform the piece. From the beginning, we developed the video so that it could be edited into shorter versions of different lengths.
Our in-house designers developed mood boards, style frames and storyboards, with the guidance of our creative director.
We designed our characters with diversity in mind since this was an important theme of the piece. We worked closely IWDA to ensure people of all types were thoroughly represented.
After drafts, careful revisions and approvals, animation commenced. The first edit went through a number of reviews to ensure to ensure the quality of the messaging.