Generation Scotland

The Creative Outcome

We began the project by reviewing market research during a scoping workshop and a detailed brand audit to align the campaign with Generation Scotland’s goals. Our team carried out an in-depth copywriting review to refine the script for the video to help ensure a succinct and clear message was delivered. Once the script was approved, we developed a digital storyboard to visualise how a combination of footage, kinetic typography and iconography could be incorporated to ensure the flow of content was appropriate prior to production.

The final video utilises footage to set the scene of the scientific nature of the research study and motion graphics to illustrate the volunteer process. Subtitles, background music, and a professional voiceover enhanced the engagement of the video and ensured the message being delivered was clear and accessible. The result was a compelling promotional video designed to inspire participation.

As the static social media graphics were to be tailored to engage a younger audience aged 12 to 18 we adapted the colour palette to a more vibrant contrasting yellow and navy-blue colour scheme. We incorporated a custom graphic pattern that further differentiated the graphics with a view to capture attention. Messaging remained front and centre to ensure we effectively conveyed the sign-up process to drive home the campaign goal to increase participation.