Track and Trace
A high-production-value 3D-into-2D animation for the Digital Coding & Tracking Association, explaining how track-and-trace technology secures global supply chains — winner of a Silver award at Cannes Corporate Media & TV Awards 2015.
The Brief
Today's supply chains are global, complex and involve many parties. Securing them and preventing illicit trade requires a coordinated, international response underpinned by proven, cost-effective technology solutions that work across national borders. The Digital Coding & Tracking Association (DCTA) promotes technical standards and digital solutions designed to secure supply chains for excisable fast-moving consumer goods, such as tobacco and alcohol — its new development enables electronic monitoring of products as they move forward through the supply chain, and the tracing backwards of their journey history to identify potential points of diversion.
What Cumi Created
Cumi created a high-production-value animation to tell DCTA's story in a compelling but informative way: a fluid, dynamic medium for conveying big-picture impact as well as deep-level detail within a single frame of reference. The team designed and implemented a rich 3D animation style, which segued into 2D sections to explain specific sub-topic areas.
Process & Approach
To achieve that 'swooping' view of global trade, the team referenced the title sequence from Game of Thrones — giving the film attention-grabbing immediacy to develop the scale and complexity of the solution and its benefits. The final film won a Silver award at the Cannes 2015 Corporate Media & TV Awards.
The Film
Gallery
Credits
- Animation
- Cumi
- Client
- DCTA