About this work

This was a short fully 3D animated introduction for an AI and blockchain company. It became the companies top performing video in under a year (almost 30K views at time of writing) and received plenty of positive feedback – specifically on the style and tone of the animation.

The goal was to introduce the complex technology in a simple and engaging way to a lay audience. We wanted to focus on their flagship USP ‘Digital Twins’ and some of their core use cases. You can watch the full video (with Audio) below, or click ‘Read More’ to learn how I went about creating this project.

More about this project

Fetch.ai is a blockchain and artificial intelligence company. They needed an updated introduction video to help explain their technology and use cases to a new and wider audience, as well as showing their existing following how they are developing.

I saw this project through from conception to final delivery. I started by asking them for a list of all the information we need to convey in the piece and things they wanted to avoid or change in the brand. I then set about writing a script. The aim was to do away with as much jargon as possible, keeping only those keywords that were necessary.

From the beginning I wanted to create a strong sense of style with a slow build. The opening shot is a homage to the their original video, which I think is a nice link for those that have followed the company from the beginning. Their old video was predominantly 2D HUD/GUI style effects, which whilst looked nice, didn’t explain anything and made it feel ‘theoretical’. Now that they have real working use cases, through using fully 3D rendered motion graphics, I wanted to create a sense that this stuff is real – you can touch it. 

The reveal of the ‘Digital Twin’ was key, as this is their flagship IP. I wanted to use these as ‘mascots’ throughout the video. The final video ended up having them in a little less, as the company does have some products ‘Collective Learning’ which doesn’t necessarily require these ‘Digital Twins’. In any case, they are a core part of the company’s technology’ and it was key to represent these in a neutral way to convey their versatility and allow room for ‘modifications’ at a later date.

For the use cases, it was a balance between on-the-nose literalism and abstract symbolism. I think the end result found the right balance of remaining visually interesting without descending into too much abstract ‘techi-ness’. Afterall, we wanted this to actually represent the use cases as real rather than a theory.

The feedback from both the client and the audience was overwhelmingly positive.