Portfolio: ITI Decodes: Artificial Intelligence | LAI Video

ITI Decodes

Working with the Information Technology Industry Council (ITI), we kicked-off an animated series that breaks down complex concepts into watchable "I get it!" videos. The ITI Decodes campaign became a glossary or wiki-resource for anyone requiring general knowledge on things like "Global Value Chain" (which is like, everybody).

Designing a Universal Language

Representing some of the largest tech firms in the biz, ITI struggled to discuss major developments with parties not privy to the latest jargon. To engage with global leaders, policy-makers and the general public on pressing issues, they needed to translate or "decode" some of the industry's most unwieldy topics. Through motion graphic animation, we engineered a unique visual language that was easily accessible but also able to interpret things like Data Flows, Encryption and the Internet of Chains. 

Speaking Robot

As scriptwriter, Justin took massive steps back to explain things that we take for granted. Pulling from a wealth of studies, we needed to retain as many facts as possible, without overloading viewers. Cat produced the [ongoing] series coordinating with a variety of designs, animators and voice talent, while Tiffany godmothered the series as Associate Creative Director.

"You can deliver information visually, or punch up a concept with a simple motion or even through really subtle sound design. We used them all to keep each video in the Decodes series moving," explained Tiffany.

Translating the Translations

The Result: Videos that deftly handle big concepts, without overwhelming viewers, or leaving them comatose. And they look pretty cool too. ITI Decodes shows how animation can transform expert knowledge into a tool to inform, and influence. And we not only translated these terms into plain English, but also plain Spanish, plain Portuguese, Plain Chinese, etc. Find the videos live on the ITI Decodes microsite with accompanying infographics to boot.