ANIMATING CULTURE: TRANSFORMING COMPLEXITY INTO ENGAGING STORYTELLING

THE BRIEF: 

THE MINISTRY OF HUMAN RESOURCES & EMIRATISATION (MOHRE) NEEDED A COMPELLING WAY TO SIMPLIFY UAE LABOR REGULATIONS AND BRIDGE CULTURAL AND INFORMATIONAL GAPS, MAKING CRITICAL POLICIES MORE ACCESSIBLE TO DIVERSE AUDIENCES.

OUR APPROACH: 

WE LEVERAGED ANIMATION AS A STORYTELLING TOOL, TRANSFORMING INTRICATE LEGAL CONCEPTS INTO ENGAGING, EASY-TO-UNDERSTAND VISUALS. FROM CULTURALLY SENSITIVE CHARACTER DESIGN TO PRECISE VISUAL PACING, WE ENSURED CLARITY AND RELATABILITY. THIS BEGAN WITH LEGAL EXPLAINER VIDEOS (2020-2021) AND EVOLVED INTO WORK JOURNEY (2020-PRESENT), A HIGH-END 60-MINUTE ANIMATED FILM TRANSLATED INTO 17 LANGUAGES AND DISTRIBUTED GLOBALLY.

THE IMPACT: 

REACHING 4 MILLION ANNUAL VIEWERS, WORK JOURNEY BECAME A CORNERSTONE OF UAE LABOR LAW AWARENESS. IN 2022, WE EXPANDED ACCESSIBILITY WITH A 20-MINUTE DIGITAL VERSION, REINFORCING OUR COMMITMENT TO MAKING COMPLEX CULTURAL, LEGAL, AND SOCIETAL NARRATIVES ENGAGING, INCLUSIVE, AND UNIVERSALLY UNDERSTOOD.