Explaining cutting-edge technology through animation

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:

• Raise awareness of Platform Interactive
• Generate sales leads for Platform Interactive
• Position Datum and Platform Interactive as the most innovative provider of monitoring systems and software in the world. On this, we had to consider the following quote from the client: “Datum wants to be the Boston Dynamics of the monitoring world”
• Position Datum and Platform Interactive as the answer to the massive CP6 rail project that’s happening over the next 5 years to the tune of £35 billion.

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:

• The software supports over 90% of monitoring sensors in the industry, from almost every manufacturer. It works just as well with other manufacturers’ monitoring devices as it does with Datum’s.
• Built on Microsoft Azure – secure, scalable and interactive
• Used worldwide
• Over 1,500 active global users
• Offers full 3D rendering of projects
• Always on, sending instant, constant data updates in real time.

Pre-production work included:

• Conceptual storyboarding and scriptwriting
• Illustrating, animating, recording, special effects and sound mixing
• Art Direction of full process, enabling consistency in narrative and style
• Working collaboratively with the client throughout the end-to-end process to ensure a smooth experience for them too

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.