Apr 22 2013
Greedy Media has been working with Mr & Mrs Smith TV – an animation and design motion studio – to produce two animated promos for John Lewis insurance. The process of creating the two promos – one for Pet Insurance and the other for Wedding Insurance – involved working with one of the UK’s biggest retailers to reach out to their traditional market base, and beyond, to provide an effective platform. Here’s how we went about working together to produce the final two animations…
At first, the collaboration worked on the basis of very stylised and slightly ‘retro’ character illustrations to encourage consumers to think about why they might need wedding insurance and/or pet insurance. However, as with all creative processes, some revision was required when all those on the project realised this wasn’t quite the right approach to take. From this beginning, we moved on to a more fluid and minimal type of illustration, rather than something very well defined, using a Japanese script pen to give the animations an elegance and flow that made them both easy to watch and created attractive, soft characters.
Colours were also kept muted, so as not to detract from the animation itself, with a one wash of colour in the background to represent the John Lewis Insurance style guide. At the end of the animations, colour is brought into play again, when the unfortunate situations are salvaged thanks to the insurance: both the dog’s medicine and the wedding dress hanger is depicted in the John Lewis green to make a continuity link with the brand and provide a clear visual mechanism, so even if the animations are watched without sound they still make sense.