Datum create sophisticated monitoring systems for the construction industry, providing hardware and software to monitor the structural health of bridges, caves, skyscrapers and trainlines. Their sensors detect any motion and feed it back to users. It can be used to monitor, for example, the impact of collisions on motorway bridges.
Datum have a software product called Platform Interactive, which transmits and collates global data into an easily accessible dashboard available on any device. Our brief was to develop a unique animated video that would clearly communicate the immense capabilities of this software without getting lost in the technical details.
The client wanted a video that would excite and engage non-technical audiences and position Datum as the best-of-brand in the industry. In addition, the animation needed to:
The client’s priority was to initially target the rail industry, so that was the first industry specific version to prioritise. Due to the global nature of the product, we also needed to acknowledge the multiple audiences of this first rail-focused video, with voiceovers for UK, US and Asian audiences.
To deliver the animation we fine-tuned a visual style and tone of voice that would speak to the ‘layman’ and core business user equally. We adopted a vibrant illustrative-style complemented by a warm, confident voiceover showcasing Datum as an industry pioneer.
Our script clearly communicated key messages:
Pre-production work included:
This asset was launched in August 2019 across the UK, USA and Europe via website and social media.
The project has been well received by the client, helping to explain one of Datum’s complex products in a professional and accessible way.