MOTION — ART DIRECTION — CREATIVE
Accenture Legal was launching a new I&D Ethnicity program, and we were tasked with creating a thought provoking video to help launch this campaign.
The Brief:
The client came to us requesting a video to launch Accenture Legal’s new Inclusion & Diversity Ethnicity program. It needed to reflect the vision and purpose of the program and show Accenture’s commitment in promoting an ethnically diverse and inclusive environment, where people from different backgrounds can thrive. The video needed to be hard hitting and strongly emotive. Part of the brief was to incorporate George Floyd’s “I can’t breathe” audio.
Moodboard inspiration
The challenge:
This was a tricky project. On one hand, the subject matter of racism is confronting and upsetting. On the other, it was the type of project any creative would want to work on. The story and purpose of this program was incredibly powerful.
The challenge for me was to bring this to life in way that was fitting and appropriate. Music would do a lot of heavy lifting, so the visuals needed to be supportive of that. I knew I wanted to keep it minimal, simple, and respectful.
First draft storyboard
Right from the get go, I knew this needed to be raw, exposed and almost under designed. If it was too stylised, it wouldn’t work.
Sample pages from final storyboard
The solution:
We delivered a very thought-provoking video that was incredibly well received. It was a bold move but thankfully the client took our advice and went with it.
I really wanted the opening, with the audio, to be subtle, yet powerful. It would set the tone for the rest of the video, so had to be spot on. Having the space close in, and end with an empty screen was an incredibly simple, yet powerful, visual. Typography was intentionally awkward; set in medium with tight tracking. This is probably one of the projects I am most proud of to date. Appropriate, fitting, and powerful.
Final video