Pret A Manger

Pret Target Customer Experience Video
When we were approached by Pret A Manger to produce an animated video that would help their goals come to life for employees and stakeholders across the business, a key question was 'how do we make this internal communication engaging?'

Project Deliverables
Animation
Video Creation

Starting with the narrative

We began by collaborating with the team to understand the brief fully and define the aims of the video. The video needed to represent an end to end target customer experience, across multiple in-shop and digital touch points. This included several customer interaction scenarios, to highlight how the business is equipped to meet their wants and needs.

The video also needed to transition seamlessly from a customer's perspective to an internal one, explaining how staff are equipped with technology, skills and opportunities to carry out their work effectively.

Using an existing style of illustration and iconography, we produced a script that followed the roadmap created as part of our brief. Then, we sketched storyboards, making iterative tweaks based on feedback from the Pret A Manger team. The storyboards allowed us to showcase how we were going to jump between narratives creatively, to explain Pret A Manger's propositions clearly.

A big challenge was to deliver the comprehensive story within a confined time limit and, importantly, keep viewers interested throughout the entire length of the video. At over 5 minutes the video is substantial, but the length is necessary for the scope of the content. Deciding to stick to one full-length video rather than separating them into chapters, we focused on marrying voice over and visuals to get the points across in the most interesting and timely manner.

Animation is key

Focusing on visual interest and flow of information we created artwork, such as background scenes, extra characters and more detailed objects. Using the storyboards and illustrated artwork we began creating interesting transitions and other key visuals, with the voice over of our script acting as a basis for the pacing of the animation. With many small elements, like stars and character's faces, it was our attention to peripheral movement, little details and sound effects that helped create compelling animations and keep the video engaging throughout.