Animation Direction
Heroes for McKinsey’s Reckitt, Allianz, Blackstone, and Deutsche Telekom Stories
Telling a client’s transformation story through a single, animated, visually compelling metaphor, before a word is read.
Reckitt animation
Allianz animation
Blackstone animation
Deutsche Telekom animation
Role: Creative concept, information design, imagery, and illustration. Partnering with editors to shape each narrative, and using generative AI to create custom artwork.
Challenge
Complex transformation stories rarely survive translation into a few seconds of hero content. The default is generic office stock. Most consulting firm hero imagery isn’t distinct or considered enough to spark real curiosity.
Solution
A distinct visual metaphor for each case study, with artwork and motion designed to carry the core story at a glance. Each hero was built as a flexible asset, adapting from web to paid and social without losing its impact.
Result
A recognizable visual language for McKinsey’s most important client stories, extended across campaign assets and increasing engagement in every channel where it ran.
The same visual language customized for a variety of story assets.