Strategy Animation
Trussell
The Brief
An Animated Explainer that Brings a Five-Year Vision to Life
Sectors: Non-Profit
Services: Animation
Turning Strategy into Story
When organisations launch a new strategy, the challenge is inspiring people to believe in it. That’s exactly what long-time favourite meantime client Trussell needed as they prepared to unveil their ambitious five-year strategy to help end the need for food banks in the UK. The animation would become one of the centrepieces of the launch, shared across their website, social channels, internal communications, presentations and partner networks for years to come.
The brief was clear: create a 90-second animation that would help audiences understand Trussell‘s strategy while leaving them feeling hopeful, motivated and ready to play their part. Rather than relying on illustrated characters or icons, the creative direction centred around bold typography, authentic photography and Trussell’s refreshed visual identity. Every design decision had to reinforce their brand while making key messages impossible to miss.
The Approach
Powered by Cavalry
Creative Lead Jack Purling led the project, developing a visual approach that combined striking kinetic typography with carefully selected imagery. The result feels confident, human and optimistic—matching Trussell’s mission without overwhelming it. To achieve the dynamic motion and precision the project demanded, Jack built the animation using Cavalry, a powerful procedural animation platform designed for modern motion design.
Cavalry proved to be the perfect tool for this style of animated explainer video production, allowing us to manage their asset library with flexibility and complete creative control, build sophisticated typography systems, create fluid transitions between photography and messaging, and maintain complete visual consistency throughout the film.
Its procedural workflow also made it easier to respond to feedback as the project progressed. With multiple senior stakeholders reviewing the animation, being able to refine layouts, timings and motion efficiently was invaluable.
A five-year strategy deserves more than a presentation. It deserves a story people can understand, remember and rally behind.
The Audience
Built for Every Audience
One of the most interesting aspects of this project was the breadth of its audience. The film needed to resonate with the general public, Trussell staff, Food bank communities, Corporate partners, Churches, Schools, Sector organisations and Internal stakeholders.
Creating something that works across such diverse audiences requires careful pacing, accessible design and crystal-clear messaging. Every transition, photograph and typographic treatment was considered through that lens. Accessibility also played a key role throughout production, with room built into the layouts for subtitles and messaging designed to remain clear whether viewed on social media, during presentations or on Trussell’s website.
The Output
Designed to Last
Unlike many campaign animations, this wasn’t created for a single launch. The film was designed to support Trussell’s strategy throughout its full five-year lifespan, so every creative decision needed longevity. Rather than following short-lived design trends, we focused on timeless motion design rooted firmly in Trussell’s refreshed brand identity. It’s an approach we often recommend when clients need maximum value from their animated explainer video production, creating assets that remain relevant long after launch.
Some of the most rewarding projects are those that help organisations communicate meaningful change. This animation distils an ambitious strategy into a clear, engaging story that audiences can quickly understand, remember and share. Through thoughtful motion design, powerful typography and authentic imagery, it encourages viewers not just to understand Trussell’s vision—but to become part of it. That’s exactly what great animated explainer video production should achieve.
Credits
Creative Lead
Jack Purling
Producer
Martin Eke
Sound Designer
Luke Billing
Special Thanks
Greg Newcombe (Trussell)
Related work
The Trussell Trust
Deborah