Commonwealth Bank & Bankwest
Illustrator / Animator
2022
Animated Trailer
A hand-drawn animation that drove strong engagement for a speak-up initiative
NOTE: This animation's original audio has been replaced with music.
Objectives
I was recommended by a colleague to be the creative consultant for an internal marketing campaign launch known as the Collection's Courage Council. This council was created as a response to CBA's cultural overhaul following the Banking Royal Commission that outlined serious flaws across Australia's banking sector. CBA implemented lots of positive changes to ensure accountability across the Collections department, and created a breach avoidance mentality across the call centre frontline as a result
The Courage Council was introduced as a safe space where frontline agents could speak up and call out any pain points or glaring issues that needed to be addressed across their workflow. The council would then work towards finding solutions that would resolve these issues, enlisting the help of other departments such as business support and the UX team. I was asked if I wanted to become a founding member of the initiative and oversee ways in which we could build hype and attract engagement across the frontline.
Outcome
I produced a hand-drawn, frame-by-frame animation combined with animated scribes, where visuals came to life in sync with narrated concepts being introduced. The style gave the piece a distinctive, human warmth that stood apart from typical corporate communications that were either templated newsletters or half-hearted PowerPoint decks
The animation received strong positive feedback and drove a notably high intake of members into the initiative, creating an internal buzz that a standard newsletter or written communication simply wouldn't have generated across the organisation.
