Pre-production & Strategy:

The project officially started in January 2026. We began by crafting distinct storylines that could simplify the lengthy donation cycles. The creative development followed a rigorous, sequential presentation pipeline established early on: Concept and Script, Storyboard, Style Frames, Animatic, Illustrations, and finally, Voiceover and Animation.

When drafting the initial concept and script, we anticipated reviewing just a handful of core documents. Instead, we were bombarded by various departments with a massive influx of texts, images, dense PDFs, and lengthy standard operating procedures (SOPs). Sifting through this mountain of information became a significant creative challenge, but it was absolutely essential to ensure the script and visuals accurately depicted the reality on the ground and that no department’s critical role was left behind.

​

Navigating these pre-production reviews required careful mediation. Every moving part of the organization had different ideas and suggestions. For example, an initial concept featured a classic maple leaf to represent the Canadian origin of the funds, but during multi-departmental review, some teams felt this imagery leaned "too Canadian" for an international context. We adapted the visual metaphor to a universally recognizable orange leaf, keeping the core goal of demystifying the donation journey in focus.

Following the script approval, we developed the Storyboard—rough sketches outlining how the story would roll out. Because storyboards do not show the actual characters and locations, we then presented Style Frames featuring different color palettes. Once the specific visual looks were selected for each animation style, we entered the Illustration phase. This was a long, tedious process where the storyboard and style frames were meticulously merged and developed into the final, specific illustrations needed for the animation.

Production & Animation:

Once illustrations cleared the approval cycle, we moved into the Animatic and animation phases. To ensure the client was completely aligned with the motion design, we first produced a 30-second animation test. This allowed the Red Cross to experience the look, feel, and pacing in real-time, giving them the opportunity to assess if the sequence was too fast or too slow, and allowing us to make necessary corrections before executing the full piece.

Simultaneously, we managed the audio production, which presented its own unique set of challenges. The required vocal delivery needed to be highly specific—a soothing, calm, almost whisper-like tone that felt intimate and reassuring. We shared a curated selection of voiceover samples and coordinated a live, remote recording session. The initial voiceover artist performed from her professional studio, while our team and the Red Cross stakeholders watched and directed live from our respective ends.

However, finalizing the French voiceover proved difficult. The professional French talent sounded too commercial for the sensitive nature of the organization's messaging. Additionally, the language barrier within our production team made directing nuanced tone adjustments in French challenging. To solve this creatively, we asked Mary, our primary point of contact at the Red Cross, to record a sample voiceover. Her delivery perfectly captured the authentic, gentle cadence the project needed. We approved her sample, rigorously cleaned up and mastered the raw audio to meet professional broadcast specifications, and successfully integrated it into the final piece.

Post-production & Refinements:

In the final stages, we managed shifting timelines alongside the organization's layered internal review cycles. This included precise branding adjustments—down to ensuring the accurate placement of the Red Cross logo on responders' vests. The pacing, audio mix, and metaphorical visuals were polished to strike the perfect balance between transparency and emotional connection.