Our campaign process unfolded by deciphering the legal language of the policy document and simplifying the content in the form of engaging scripts for labour rights and environmental rights each. We worked directly with not only the UNDP India team but also coordinated with members of the UNDP team based in Bangkok. The scripts were then developed into visually convincing storyboards.
We chose 2D animation style supported by an effective voiceover and sombre music to bring out the content of the videos in a strong way. One of the key reasons we chose 2D animations to engage viewers is because they are minimal, clear and do not overwhelm their audience. Their simple feel would put viewers at ease. The aim was to convey a complex message in a short, attractive, palatable way. We created generic characters and purposely avoided enhanced facial features to make the video more relatable to masses; anyone could see themselves in the scenarios played out in the videos. The characters were supported by vibrant backgrounds that brought the script alive.The voiceover dubbing was orchestrated entirely in a work-from-home situation by our team, overcoming the hurdle posed by a countrywide Covid-19 lockdown.

Even by working remotely, we used our expertise of handling projects to create a cohesive campaign featuring two clean, informative videos that perfectly met the brief.