We made the intro animation for Wärtsilä’s digital annual report, which was ranked 6th out of 400 by ReportWatch. This is how the creative process went from start to finish:
The original idea was to give the viewer a quick look at Wärtsilä’s past year and future prospects. All this would be visualized by showing a seed being planted and growing into a tree. The thing was that the seed and the tree consisted of hundreds of graphic elements related to Wärtsilä.
Due to the exotic nature of the idea, pretty thorough concept design phase was required. We started from a more three dimensional, pencil drawing-like style, and after a few iterations, ended up using crisp vector graphics.
The seed(ling) was also a design challenge. It had to be organic, yet consist of industrial, mechanical, hard-edged elements. Making the seed look more like a seed and less like a robotic heart was careful business.
We did early storyboards and animatics to study the idea and overall rhythm of the animation.
After the style was refined to it’s final form, we did precise storyboards that focused on the individual graphic elements shown in the animation.
All the elements were drawn using Wärtsilä’s products, personnel and themes as reference.
Additional color studies were made, but eventually we ended up using the graphic dark grey from Wärtsilä’s color palette. After everything was spot on, we animated the tree and it’s parts growing in sync with the voice-over narration.
Watch the finished animation!