Late last year, we were privileged to work with Transparency International to produce a motion graphic introducing their Corruption Perceptions Index to a wider audience.
We’re happy to announce that the motion graphic was awarded a Platinum Award by the 42nd annual Creativity International Awards, highlighting it as Best in Category for Audio Visual Presentation. We are prouder still that last year no Platinum Award was given for that category.
Project Lead Nick Miede describes the video and the challenges it presented:
Transparency International approached us to help create a motion graphic for their Corruption Perceptions Index. The objective was to introduce the Index to a broader audience beyond policy and academic circles by explaining it simply and powerfully.
The project was a unique challenge creatively for several reasons.
First, corruption is anecdotally figurative but generally very abstract. In other words, thinking of an example of corruption is easy, but thinking of a way to visualize corruption as a concept without using specific examples is a bit more difficult.
Our solution was to use color to indicate the presence or absence of corruption. We also wanted to unify the animation thematically around corruption. To do this, we decided to use panels to literally hide and then reveal corruption over the course of the narrative. The panels allowed us to simulate transparency. By simulating the central message of the piece as well as the namesake of the client, we were able to not only tell a story but enhance brand awareness.
The second major creative challenge was in large part a logistical challenge. The project had a very tight timeline. The client was in Berlin while the Column Five team was at headquarters in Southern California, so we knew flexibility and quick turnaround would be crucial to the project’s success.
Moreover, while highly recognized, the Corruption Perceptions Index is also highly scrutinized, given the political nature of the content. Accordingly, we were constantly weighing the costs and benefits of creative options, developing alternatives quickly, and finessing the balance of creative risk and reward in anticipation of the scrutiny the piece would receive.
For example, given that the target audience was global in nature, we needed to make sure that iconography was universally recognized while also being memorable and distinct. Ultimately, a focused and collaborative working relationship with the client allowed us to execute quickly without compromising quality.
The motion graphic: