The project’s goal was to create short animations for our client ADCB that conveyed the idea of “emerging stronger” as a bank through the changes and challenges of the pandemic. This theme was the corner stone of all the creative associated with the AR this year.
We wanted to create something a bit abstract to show the path that the bank had taken and the advancements it had embraced. Their plectrum logo has long been a symbol of strength and pride for the bank, so we knew we wanted the plectrum to be the final object to emerge after the animations’ journey. We then thought about different actual and metaphorical ways we could represent “emerging stronger” and the ideas of supporting the UAE, interconnectivity, growth, and technology drove the animation.
The client was extremely happy with the result. They have plans to use these animations to promote the bank in various different capacities that are more broad than the original purpose.