Launching nationwide — literally.

We began by looking at different storytelling conventions, ultimately using ideas like pivot stories or progressive stories to guide how words worked. From there, we generated different stories for each of the four themes. Stories focused on cloud, AI, cyber, market resilience, sustainability and more. We worked broadly to conceive images that helped to illustrate each story.

To fit Deloitte’s brand, which largely focuses on naturally circular imagery, we worked with animation house Dystnct Media to develop intricate 3D animations. In all, a dozen images were conceived and developed.

In one example, as a metaphor for “innovation”, a 3D space helmet reflects a launch into space accompanied by a progressive story — Unthinkable Daunting Complex Possible Achieved. In another, lights pierce a black box until leaving a transparent green orb accompanied by a trust story that pivots on the word “governed” — Unknown Opaque Governed Illuminated Transparent.

Then we built out ads featuring these animations and their corresponding five-word stories for the digital campaign — banner ads, social posts, pre-roll, print and specific sponsored buys such as New York Times flex frames. For media where sound was available, the stories included voice-overs and mini soundscapes that added additional context and dimension. The digital work was complemented by a series of five-word print ads.