Services employed
Motion
GMCA | Smarter Heating, Smarter Savings Animation
We were commissioned to produce an animation explaining how households can save money by using heat pumps on the right energy tariff and connecting them to smart systems. The purpose was to educate about technology, highlight financial benefits, and encourage adoption by showing that heat pumps can be affordable and efficient when used correctly. The visual direction needed to align with an existing illustration style and reference a partner brand’s colours and graphic language, while still delivering clarity and warmth in how the information was presented.
Our creative approach
With the subject matter being technical, and public understanding of heat pumps potentially low, our challenge was to simplify complex information around tariffs and energy consumption in an accessible and enjoyable way. Adopting an existing mix of styles meant we needed to build new scenes and visual metaphors that felt native to the established brand, while still delivering clear, actionable education.
Visual and illustrative approach
We initially provided examples in the form of a written storyboard, outlining scene descriptions, mise-en-scène, and characters. These carefully blended the use of direct and obvious imagery that literally reflected the script, with more conceptual scenes that leaned into creativity — helping to keep the animation engaging and fun, while remaining informative.
From there, we carefully illustrated every scene, collaborating closely and frequently with the client to ensure our visions aligned. This allowed us to confirm that what was proposed at the written storyboard stage would work when illustrated and ultimately animated. We crafted new environments, UI-style energy displays, and simplified technical diagrams, balancing iconography with warm, character-led moments to humanise the technology and emphasise real-life use and financial benefits.
Motion design and execution
The animation techniques used ensured the final product felt calm and steady, with clean transitions that supported comprehension and avoided visual noise or unnecessary elements. Key moments were given subtle emphasis through numeric callouts, tariff-switch visuals, and smart-home symbols syncing with heat-pump icons to reinforce the message.
After being supplied with a script from the client, we worked closely with them throughout the process, discussing how the mixture of pre-existing brand styles and illustrations could be used to visually tell the story, and what on-screen elements were required to clearly and effectively communicate the message.