If you’re a fan of using animated video to tell your story but have a hard time convincing others on your team that “cartoons” can be taken seriously, we can help.
We actually run into this issue quite a bit, so after wrapping up a recent project for Puget Sound Energy, we asked Ray Lane, Media Engagement Lead, a few questions about PSE’s choice to use animated video for their Energize Eastside project.
Animation is a departure from how PSE typically uses video. Why did you decide to step outside the box, so to speak?
We needed a creative, different way to explain and visualize a complicated topic: The upgrade to one of our transmission lines. The project is essential because of the high growth on the Eastside and to increase electricity reliability in the area. Just to show pictures of power lines wouldn’t do the trick. We wanted a good narrative and solid imagery to help our customers understand why the plan needs to move forward.
How did you pitch the idea to your internal stakeholders? What were 1 or 2 selling points for those who were skeptical?
We had to lay out the challenges of this video. We were talking about a project that wouldn’t be constructed for a few years, so there’s not much ‘live action’ video to shoot. And we needed help conveying concepts, dates, maps. Animation easily became a frontrunner for the storytelling. Some were skeptical about a “cartoon” being used for something so important — but seeing became believing. The animated art brought things to life. Some who were very resistant going in were thrilled with the final product.
Now that the project is finished, what were you able to do or communicate with animation that you couldn’t with shot video?
We were able to communicate “understandability.” In the first viewing, people understood what we were talking about. That was key. The reason for the project was clear in the 1:40 runtime. You sat up and paid attention because the creative was so engaging. ‘Wallpaper’ video of blah shots of this and that would not have registered.
Anything else you want to share about the experience?
We turned a corner by using animation. It now gets asked about. People in other departments want to know if it might be a good option for other projects.
Watch the animated video below, or click here to view it on our site.