Getting creative at breakfast

Creative design agencies are always looking for ways to broaden their creative knowledge. And here at BergHind Joseph we are no different - that’s why we hold a quarterly ‘Creative Breakfast’, where a guest comes in to the studio to discuss their line of work, and how it fits within the design world.

This month, Jamie Denham from the video animation company ‘Sliced Bread’ came into the studio; showcasing the companies work and explaining how exactly it fits in to the world of branding, corporate communications and employee engagement.  

Whilst Jamie had the light heartedness in talking about his background in digital animation – including his days of helping the team responsible for creating Fireman Sam – he also spoke about how he’s created compelling video content for the likes of Sony and Unilever, along with animated online games for Coca-Cola and Argos (to name but a few).

It’s not all about cartoons and Disney

The surprising element of Jamie’s presentation was the versatility and accessibility of the content produced. Once upon a time, digital animation was categorised as a medium for TV and film – invariably for children’s cartoons or Disney. Yet today digital animation has grown up, and is being used by creative design agencies and businesses not only in B2C but in B2B and internal environments too.

For example, Sliced Bread was approached by Unilever to develop an internal communications video to promote their new ‘remote working’ systems that’d enhance worldwide communications amongst employees.

Sliced Bread were also approached by HSBC to develop an animated screen saver to promote their ‘share save’ scheme – designed to help employees cut down their monthly outgoings and reduce their carbon footprint.  

The second surprising element of the presentation was that of cost. Granted an ‘all singing, all dancing’ video animation or online game will be costly. But today, these productions don’t have to break the bank – and providing budgets are agreed up front, a compelling animation can be created at a very cost-effective rate whilst still generating great end-results.

So what’s the catch?

Like all new concepts, it’s easy to jump on the band wagon of something new and different. Yet the point was reiterated time and again by Jamie –a need must exist to make digital animation really work for your company.

He pointed out that too many people come to him saying: “I want to generate a video”…but with no real idea about why they want to do it and what the end result will be. Instead they just think it’ll be a ‘good thing to do’ as its ‘current’.

Others have come to him saying “I want to create something for Facebook”, without realising that a majority of their target audience actually don’t have a Facebook account.

The point is, that whatever content is generated a need must exist that has an underlying business benefit – be it to engage more prospects, improve communications with employees, or create greater brand awareness etc.
In addition, the medium used to fulfil this need must be relevant to your audience and make them want to sit up and take note.

How does it all tie up?

Jamie is an excellent digital animator. Yet by his own admittance he doesn’t generate branding or a brand through his animation. He believes a brand is too fundamental for him to do off his own back.

So whilst you may have pinpointed a need that can be fulfilled through digital media, and recognised a channel that this can be effectively promoted through, if your brand identity is weak, or if your employees don’t ‘get’ the brand, all of your efforts will be wasted. So, just make sure you do the ground work first, and that all the dots are joined up.