MSCI is one of the biggest global leaders in index inovation. Their calculations help organisations reach their goals by integrating factors, thematic insights and sustainability considerations. Those calculations are used to understand risks and opportunities so organisations can make better decisions.
This film first came to us in the form of a report a few pages long. The team dived into it and took the key aspects and ’translated’ them into terms and visuals that were easy to understand. This film takes one of MSCI’s China policy objectives on peak carbon emissions, and talks about the need to balance decarbonisation targets with renewable energy targets.
As the Lead Animator I was brough in at a later stage. Previous to being appointed as the Lead Animator on this project, the project had already gone through its first iteration. But as the first iteration didn't meet MSCI’s expectations on creative direction, I was asked to redevelop this concept from scratch. After an updated script I created a storyboard and shared this across the creative and production team. We had the green light from MSCI, and then I was able to create the visual identity and motion for the film.
The idea came from the 3 main sectors of the APAC - ESG, "ageing population", "common prosperity", and "net-zero". I also needed to create something that visually connects all sectors, so I created the compass like interpretation (west, east, south, north).
This film gained significant attention among MSCI's wider audience. And because we simplified many terms, and created an easy to understand animation, many could gain a better understanding of MSCI's APAC - ESG.
