The challenge
HM Revenue and Customs approached us for an educational set of animations as part of a campaign to help school children get to grips with the basics of tax. The animations had to reach two core age groups – secondary school children (ages 14 to 17) and junior school children (ages 7 to 13). As part of our research, we knew we needed to explore various illustration styles from the education and entertainment landscapes to find a style that would appeal to a large age range.
Our solution
We opted for a bright pop-art illustration style paired with black and white photography for a modern, playful look. We held an extensive photoshoot with models in different poses and interacting with props, often with exaggerated facial expressions to synchronise with the script. A cut-out effect is applied to the photographs, which move and rotate while backgrounds and colours change. Our two sets of animations bring tax to life in a great example of tailoring colour, illustration and tone of voice to the relevant age groups.
