Sept 2020
A 1-minute animated video was published at TAMx social media channels to celebrate the 90th Saudi National Day.
TAMx is an innovation and service design studio based in Riyadh, Saudi Arabia. It was established in early 2020 to design and develop simple, engaging, and impactful experiences. TAMx services includes Research Design, Innovation Management, Service Design, Open Innovation, Intervention Design, and Capability Building.
In 2020, amidst the global COVID-19 pandemic, traditional public celebrations for Saudi Arabia's 90th National Day were limited. TAMx sought to commemorate this significant occasion by creating a digital tribute that resonated with national pride and the spirit of innovation.
The challenge was to design an engaging animation that honored the nation's heritage while aligning with TAMx's brand identity and the themes of co-innovation and aspiration.
The primary audience included TAMx's digital community, encompassing Saudi citizens, professionals, clients, partners and followers engaged in innovation and service design.
The project involved scripting, designing, and animating a one-minute video for social media.
The animation followed TAMx’s signature illustration style, but the brand palette was customized to reflect the Saudi National Day identity — incorporating green gradients and symbolic elements. The animation needed to align with both TAMx’s visual system and the official National Day branding.
How might we craft a visually compelling and emotionally resonant animation that celebrates Saudi Arabia's 90th National Day, aligns with TAMx's evolving innovation and service design community, and connects meaningfully with our digital audience?
The animation was inspired by three central themes: Co-innovation, Saudi National Day, and Reaching the Top, aligning with the year’s national catchphrase and spirit.
TAMx’s primary illustration style was adapted by replacing the signature red gradient with a green one to reflect the occasion. Brand elements, including the logo and characters, were adjusted to match this celebratory color shift.
A rough story flow was collaboratively sketched with the internal team to visualize the narrative structure and key moments.
A detailed storyboard was created in Miro to lay out each scene, highlight major story beats, and align on animation direction before production.
Each shot was illustrated in Adobe Illustrator using TAMx’s illustration library and characters. These stills captured the key stages of the narrative and were designed frame by frame.
Illustrator files were organized and prepped for animation. The frames were then animated in Adobe After Effects, bringing movement to characters and elements.
Final edits, transitions, and sound effects were added in Adobe After Effects and Premiere Pro to enhance the animation’s impact and cohesiveness.
Music: Perception | Royalty Free Music from Bensound
Multiple versions of the animation were created for different social platforms, ensuring broad reach and engagement.
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