Admiral’s brief was ambitious: to distil 30 years of innovation, growth, and culture into a 90-second animated video. The video needed to resonate with a broad audience spectrum—11,000 employees, 9 million customers, and numerous shareholders—each with unique perspectives and expectations. The challenge lay in crafting a narrative that balanced nostalgia with contemporary relevance, professionalism with human warmth, and innovation with enduring values.
We adopted a design-led content strategy, integrating historical assets with fresh, bespoke visuals to create a mixed-media animated motion graphics piece. The approach involved:
Archival Integration: Utilising Admiral’s extensive archive of photographs and footage to anchor the narrative in authenticity.
Custom Design: Developing unique illustrations and animations that complemented the archival materials, ensuring a cohesive visual language.
Live Action Elements: Conducting new video and photography shoots at Admiral’s headquarters to capture current employees, reinforcing the company’s people-first ethos.
Sound Design: Recording employee soundbites to overlay with visuals, adding a personal and relatable dimension to the storytelling.
The production phase was meticulously planned to manage the project’s complexity and ensure alignment with Admiral’s brand identity:
Workshops and Storyboarding: Collaborative sessions with Admiral’s Communications team to refine the narrative and visual concepts.
Scheduling and Coordination: Organising film and photography shoots, ensuring minimal disruption to Admiral’s operations.
Animation Development: Creating a distinctive animation style that was vibrant, engaging, and reflective of Admiral’s dynamic culture.
Post-Production: Integrating all elements—archival content, new footage, animations, and sound—to produce the final video.
Addy Frederick
Head of Group Communications, Admiral Group
"It was an absolute pleasure to work with the Magenta team. With the Group turning 30 we wanted a fast-paced video that gave our audience a deep understanding of who we are, celebrated the people who have been with us on our journey and create excitement about our future. It was a big ask but the team completely understood the brief and took it a step-on, providing creative solutions that enabled us to bring our ambitious vision to life."
The result was a compelling 90-second animated brand video that effectively encapsulated Admiral’s 30-year journey. The video was initially launched internally, fostering a sense of pride and unity among employees, before being shared across Admiral’s digital platforms to engage customers and stakeholders. Accompanying social media edits and still images extended the campaign’s reach and impact.
This project exemplifies the power of animated motion graphics in brand storytelling. By combining motion design with authentic narratives, we delivered a video that not only celebrated Admiral’s past but also projected its future aspirations. The animation served as a versatile tool for internal engagement and external marketing, reinforcing Admiral’s brand identity and values.
Conclusion
Our collaboration with Admiral Group demonstrates how animated motion graphics can effectively convey complex brand narratives. Through thoughtful integration of historical content, bespoke design, and engaging storytelling, the 30th-anniversary video stands as a testament to Admiral’s enduring commitment to innovation and its people-centric culture.
