This played across two giant screens in the main auditorium, to introduce president Christian Macutkiewicz to the stage to welcome members from across the globe to the beautiful city of Edinburgh, where the congress happened over several days.
What we were asked to do
We were asked to create an impactful animation with cinematic, celebratory music that had a definite Scottish feel (we were even given a video of someone playing the "How to Train your Dragon" theme on pipes, as a reference!). We had about 15 seconds to get the audience's attention and build up anticipation for Christian's opening address and the event as a whole. The opening address would end with a performance from the George Heriot's School pipe band, to complete the Scottish welcome to the event.
How we approached the job
We took the swooshing, branded backgrounds we had already created for the ASGBI, and use them to tell the story of people travelling from across the globe and to gather in Edinburgh.
The animation would also signpost the themes of the event: "Embracing Tradition" and "Delivering Innovation", as well as introducing the new president. Alongside the sting, we took the animated circles here and placed them (as shorter, looping animations) in the backgrounds of the PowerPoints Christian used to open the congress, keeping text to a minimum.
This elevated the slides beyond the usual, static, PowerPoint. The branding we created was used across the event, from signage to social media posts, podium graphics to prize certificates.
Why we loved this project
We're delighted that the association has trusted us to play a role in the marketing side of this international surgical congress, and we really enjoyed translating the existing branding into a story for this opening animation.
Interested in our animation work?
If you've a need for a sting animation like this one, get in touch with me, Angela Montague, the project lead on this work for the ASGBI.
And finally... the audience response
Lurking on social media, I've seen many posts from attendees praising the opening address. "Inspiring and motivating welcoming talk", "What a Congress!!", "Fantastic start to the ASGBI Congress in Edinburgh", "What a fantastic Scottish welcome".
Well done to the team at Push Creativity Studios and thank you Association of Surgeons of Great Britain and Ireland for trusting us with this pivotal moment in the congress.