Moving Narratives

One tool we turn to is storytelling, and nothing tells a better story than video. We often find ourselves tasked with tackling complex content by our clients in the healthcare space. More often than not, the content they want to bring to life is not only complex but it can centre on difficult issues and at times be pretty sterile. In these cases we not only turn to video, but animation. Animation provides us with a powerful visual tool to really tailor the content, make it more accessible and connect with the audience at an emotional level.

Our work with some of our healthcare clients really underscores how video generally and animation specifically are the perfect tools for not only intricate or complicated subject matter, but also for those times when you want to evoke empathy. They breathe life into these subjects, making them more dynamic and engaging.

Fostering Empathy and Compassion

Evoking empathy in particular, requires nuance, and video can help us convey a more subtle message to weave in that nuance effectively. Through compelling storytelling, we can move our audience from sympathy—feeling for someone—to empathy—feeling with someone. Ultimately, we aim to inspire compassion, that feeling of wanting to do something for someone. Our collaboration with the Ontario Association of Interval & Transition Houses (OAITH) on the "Aging Without Violence" video is a prime example in how they support professionals working with older women experiencing violence, providing sensitive and supportive content that respects and dignifies their experiences.

There is something really special about being able to use a few moving pencil strokes to depict a complex and abstract idea. For example, the defence responses that might manifest as a product of complex trauma — fear, anger, and frustration, are shown in the OAITH animation through a couple of colourful moving strokes — with careful consideration that has gone into the stroke weight, the style and texture of the stroke (in this case, wispy and hand drawn), and the actual movement.. the colourful lines shown emanating out of the the “X” in the words "complex trauma", subsequently being “absorbed” into the silhouette. It’s a level of understanding for the audience that (hopefully) goes a little further than a still image, and certainly text. Ultimately, it goes beyond the delivery of information to evoke an empathetic response.
 

Science Made Simple

Our work with the Canadian Digestive Health Foundation on the "Introducing the Human Gut Microbiome" series demonstrates our ability to make scientific concepts relatable and engaging. The use of characters — good bacteria "superheroes", help to explain the vital role of the gut microbiome in maintaining health, encouraging viewers to make informed decisions about their digestive wellness.

How We Get There

As always, a solid process helps us deliver results... and video is no exception. Like every other project at Pivot, we begin with a Compass Session where we begin to build the brief together with the client and project stakeholders. With the brief approved, we are off to the creative process:

Script Development

• Before getting into the subject matter or format of the video, we ask questions to uncover the overarching goals of the organization, needs of the key audiences, their context, and frames of reference
• Once we’ve built a foundation of understanding, we lean on project stakeholders — a critical source of knowledge — to give us the “cold hard facts" or the raw information within the video. 
• We take it from there and weave the content into a story, using language tailored to the audience.

Storyboarding

• The script is imagined through imagery. This is where we determine how to deliver the words in the script in a visually memorable and engaging way. What will be shown on screen as the voiceover speaks?
   

Visual Communication

• This is when the pencil-drawn storyboard is translated into the full colour visual elements that will appear on the screen!
   
• Some considerations include brand style, audience, and accessibility.

Sound Design – Voice, music, sound effects

• A voice is carefully sourced based on the subject of the video and the reaction we hope to receive from the audience. Voice can play a big role in making you feel a certain way — it’s not always what but how something is said.

Motion

• This is where everything comes together! The visuals, audio, music, and sound effects are woven together using the storyboard as a blueprint.

That’s a Wrap!

We believe that video and animation are transformative design tools for telling stories and conveying complex and sometimes difficult content. Through storytelling, we can make complex and often intimidating topics more approachable, engaging and showcase our commitment to creating content that resonates emotionally and inspires action.