Simplifying the complex

Project Intro

As part of this “Digital Quotient” campaign, McKinsey wanted to convey the core tenants of the DQ findings through a short animation. However, the findings from their report were complex and highly detailed. Our challenge was to find a way to distill their findings into succinct but comprehensive message—and then communicate this complex idea to a sophisticated audience.


After digesting the findings of the “Digital Quotient” report, we developed a script which parceled their findings into clear and distinct messages. Taking these messages, we crafted a clear script and developed compelling visuals to enhance the message. Lastly, we arranged a score to capture the essence and tone both of the campaign and the McKinsey parent brand. All of these elements then came together to form an elegant, informative, and engaging animation, which has become the showpiece of the “Digital Quotient” campaign.

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