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.
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.