Sberbank Charitable Foundation “Investment to the future”
The main mission of our client is to enable people to develop their potential, regardless of their personal background and living conditions.
Our goal was to create animation videos for children and teenagers that would tell the story about building successful life and being happy adults.
Each video concentrates on a certain part of success and well-being. For example, choosing career, managing finances or taking care of the environment.
Our videos are meant to be used in classrooms, therefore it was important that they corresponded to guidance materials and recommendations.
This meant, on the one hand, videos had to disclose certain topics in an approachable way. On the other hand, however, they must have been short enough to hold children’s attention. Here’s how we managed to combine those aspects.
This meant, on the one hand, videos had to disclose certain topics in an approachable way. On the other hand, however, they must have been short enough to hold children’s attention. Here’s how we managed to combine those aspects.
It was important to appeal to our main audience, therefore we created relatable characters for children to associate with. To simplify the abstract theme of well-being, we created applied-natured videos based on everyday events.
For example, the “Opportunities” video tells the story about one boy who wants to be an actor despite all odds. In “Investment into the well-being of the world” we give thorough advices on charities.
From the beginning we’ve established set of rules that was followed by the team.
Concepts of videos have to be modern and unique, but simple enough for everyone to understand;Animation must be original and contain non-trivial metaphors;
No animated cliches.
As a result, we’ve developed a mix of geometric and abstract style that brings together creative animation techniques and simple approaches to complicated topics.
To smoothen the animation we switched from stitching to new, more creative techniques. For example, we used match-cuts — when only surroundings of an object change; motion shift — when an object continues movement of a different object from previous scene; panoramic shot — when characters move through several scenes at once.
After script and style approval we started to create content. Firstly, we designed a style-shot, then drew storyboards and illustrations, and then — animated videos, created sound-design.
We were able to spare a lot of time, because of established parallel work on different stages of production. It is not always possible in this type of projects, but our client trusted us — and we decided to take a risk.
In the span of several months we have designed 10 video explainers about personal well-being.This project was useful to us in terms of creating and implementing new approaches to production. Nowadays we use our findings to design large amounts of 2D animation.
Agency / Multiways
Client / Sberbank Charitable Foundation “Investment to the future”
Design & Production / Multiways Production Team
Concept & Scenario / Alexandra Redulesku, Sergey Dunaev
Art Director / Polina Chadaeva, Stanislav Tubaev
Project Manager / Maria Salvasser, Ekaterina Arinchina
Storyboard / Alexander Belyaev, Daria Sitkina, Ekaterina Derevyanko,
Anna Kuvshinova, Ekaterina Lobova
Illustrations / Anastasiia Polyakova, Anastasiia Burdina, Ekaterina Lobova, Elena Blohinceva, Daria Sitkina, Stanislav Tubaev, Valeria Milovanova, Anna Kuvshinova
Animation / Ivan Mikhalkov, Anna Zhitkova, Irina Spasova, Nikolay Ivanov, Alexander Shashkov, Konstantin Fedorov, Yaroslav Lopatin, Alexandra Kharitonova
Lead Animator / Ivan Mikhalkov
Music, sound design / Vladimir Salyuk, Ermekeev Ilya
Voice actor / Anton Kireev
