On many occasions, we find ourselves in the position of transmitting too complex content in a short period of time. An extremely useful tool in such cases is animation.
The Qatium brief was clear, we had to explain, in a didactic way, sustainable water engineering concepts to get the general public to change their daily behavior and make a more responsible use of water.
We already had created for the brand’s launch spot a whole graphic universe and an animated character that would serve as a common thread for the independent pieces of Motion Graphics.
From there, the writing process with cyw was a delight. We knew that our Artificial Intelligence character would be the narrator, but the messages had to be formulated in an easy understanding code, adjusted to the wide audience we were addressing. We managed to summarize pages and pages of technical and scientific information in less than a minute and a half, within a balance between didactics and entertainment.
Undoubtedly, illustration and animation were the processes in charge of bringing these pieces to life. Even before the filming of the spot, Juli Martínez already had the brand’s universe in mind. Not only did he immediately understand the needs of the project, but he also met them in an exquisite way, contributing to it with his vision and personal style, as well as with meticulous craftsmanship that resulted in a trilogy of high-quality Motion Graphics.