Project Aim
Nippon Steel approached us with the task of creating a video about Iron and its impact on the environment and our daily lives. Since the request designated that the portrayal of steel needed to be informative and interesting for both children and adults, we had to take everything into account from the verbiage to the animation and everything in between. We completed every feature of the product and every aspect of the production in-house for convenience and unification.
“Steel is For People and the Earth”
Our mission was to succinctly demonstrate the Life Cycle Assessment (LCA) of Iron by showing the process from production to manufacturing, consuming, and recycling. Not only that, but we utilized a combination of CGI animation and live-action components to highlight the beneficial attributes of steel and products that use steel. To allow the viewer to relate to the content and see the relevance of iron and steel, we began with a first-person view of a drawing hand and proceeded into the ways that everyone encounters steel in their daily lives. We also had to incorporate an element of playfulness by using colorful images and joyful music interspersed with factual information to intrigue and immerse an audience of any age.
Why it Works
The final outcome was a short video that accurately displays the necessary information but does so in a way that is entertaining. We chose to create a digital Rube Goldberg machine because it displays the natural progression of recycled steel in a way that is enjoyable to watch and easy-to-understand. This engages the audience more than print media or bland videos without fun effects and conversational narration. Not only that, but since the video proceeds from one point to the next, it does not allow for boredom and flows well for viewing ease by enticing humans’ innate love for stories.
