Tracy-Locke came to us with a clear vision: to communicate their new positioning, “We are compelling commerce,” through a 90-second manifesto video in 2d animation that would inspire both potential clients and future talent. Our task was to capture the essence of their brand in a way that resonated emotionally, while also conveying the depth of their expertise in connecting purpose, culture, and commerce.

The creative process started with detailed hand-drawn storyboards, mapping out each scene to ensure a cohesive flow. We opted for simple illustrations to allow the message to remain the focal point, while the visuals would guide the viewer’s emotions in a subtle, supportive manner. To keep the energy engaging, we incorporated fluid camera movements and smooth transitions, giving the piece a lively yet polished feel. Every visual effect was carefully chosen to enhance the narrative without overwhelming it, keeping the overall design refined yet impactful.

Once the storyboards were approved, we dove into the animation process, where precision and timing were key. Each movement was designed to harmonize with the narrative, creating a seamless experience for the viewer. The challenge was to craft transitions and effects that felt organic yet innovative, ensuring that each element supported Tracy-Locke’s forward-thinking identity.

A pivotal aspect of this project was the voice-over. From the start, we knew that the right voice would be critical in delivering the manifesto’s message with the intended gravitas and warmth. We worked closely with our sound design team to audition several voice talents, ensuring we found a tone that would complement the visuals while also adding depth and resonance to the overall piece. The voice-over became a vital storytelling tool, bringing the visuals to life and reinforcing key moments of emotion and engagement. Allocating a proper budget for top-tier voice-over production was essential, as we knew that quality sound would elevate the entire video, transforming it from a purely visual experience to an immersive narrative.

With over a century of history, Tracy-Locke has maintained its edge by embracing innovation and forward-thinking approaches to commerce. Their unique strength lies in blending empathy, technology, and creativity to design experiences that resonate on a personal level while achieving business goals at the speed and scale of modern commerce. We are proud to have played a part in sharing their story, using the power of motion graphics to bridge the gap between brand purpose and real-world engagement.

To see more examples of 2D animations using the frame by frame technique, you can check out our Aperol Spritz animation, the Last Shot, or our NFL Super Bowl project