Olam Agri | Explainer Animations
The Challenge
OLAM AGRI: We want all of our staff to feel they are part of the Olam family. Inclusion and Diversity is an ongoing process and we want to remind everyone to stay aware.
The Process
Millennials, racial stereotypes, gender fluidity - go! We honestly couldn’t wait to dive into this one. The messaging was relevant, in line with our values and we couldn’t wait for the opportunity to contribute to even more positive experiences for people at Olam Agri.
The voice was really important for this project. Animations usually use the voice of the narrator. But in order to understand someone’s unique struggle, the story needed empathy. We wrote these scripts from the perspective of the respective groups to break down barriers of understanding and acceptance - to allow the audience to walk a (short) mile in their shoes.
Next up, visuals. One of the visual challenges would be balancing representation. How do we ensure every group, ethnicity, gender, age, every shade of skin is sufficiently represented in the character designs? Luckily for us - Olam has a wide palette of bright secondary brand colours. We decided to stay away from “real” human skin tones and feature these bright brand colours instead. Designing people with blue, green, and purple skin tones freed us up to be truly representative.
For the script direction, we took inspiration from a famous Fleabag monologue. The opening line of the monologue is designed to shock the audience into paying attention by saying something unexpected. By acknowledging the elephant in the room, we’re able to take away the potency of the stereotype and get to a place of understanding.
The Outcome
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