JTI came to us with a need to create an engaging animated film to inspire, encourage and educate teams working in Sales to develop their career in other departments, most notably Marketing. Basically a smart move to broaden their skills on their journey up the ladder, by trying new experiences – and in doing so, create a more successful career path. The animation needed to be thought-provoking and engaging. We made strong use of dynamic Kinetic text, with fun icons and imagery that visualised the message in an ingenious, playful way. The animation was ‘free flowing’, using camera moves – not moving in just a linear way. Reinforcing that the future is not necessarily defined by stepping up a ladder, but by moving side-ways and by being willing to step outside your comfort zone.