We Love Music Theory

Fat Free xABRSM


The brief

The Associated Board of The Royal Schools of Music (or ABRSM to it's friends) asked for our help to promote their enhanced Music Theory examinations. With a new focus on mastering music theory to holistically improve students' musical education, they needed engaging video content to inform and inspire both teachers and learners.

We needed to find a concept to explain a hugely complex subject in an engaging way that resonated with a diverse audience group.

Oh, and it's April 2020, so we needed creative that worked under full lockdown restrictions and with no production crews working.


Our approach

We pitched an approach focussed on "What if...?" not "This is...", using a voice that was grounded and relatable, but full of love and curiosity. We wanted to leave the detail out, leading with the "why", to create content that was magnetizing, not marketing.

The animation approach felt immediate and self-aware, like ABRSM and the learner were going on a journey together, rather than a top-down examiner/examinee relationship. The visual tone felt big and full of wonder, the antithesis to explainer animations

Taking inspiration from an article written by John Holmes, the Chief Examiner at ABRSM, we pitched the idea of using John himself to voice the film. After posting audio recording equipment to him through the post, we recorded his voice in conversation, stitching together his words to ebb and flow through key concepts in an engaging and personal way.

Don't take our word for it...
Working with Fat Free is an easy and logical process. From beginning to end, Fat Free ensured our messaging and vision for the video lined up. Kate and Neil were always easy and great to talk to, and really made our story come to life.
Veenali ShahMarketing Coordinator at ABRSM
The Team —


Creative / Animation Neil Rostance
Producer Ash Gardiner
Sound Designer James Rogers
Exec Producer Kate Rostance
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Fat Free x ABRSM