The Financial Times Animation - The Animation Guys

The Brief

In a continued partnership with The Financial Times, we were commissioned to create a new animated summary video to provide a fun way for readers to see their year’s reading in a great visual format. It also provides a way to demonstrate reflect on the year’s news while also supporting their data-led content and highlighting the unique value of their journalism. This new piece, for the 2024–2025 cycle, builds upon the success of our previous collaboration, with a refreshed visual approach to reflect the evolution of both the Financial Times’ brand and our creative direction. It was a joy to work on, having already built an efficient system for this innovative kind of video during our previous partnership with them. Each video needed to be unique to each reader, so we loved the challenge of building a system that could accommodate for this.

Our Response

As we’d already worked with The Financial Times for previous version of this type of content in 2024, we had a great head start on what to expect with this project. Building on our prior experience, we carefully updated the animation style to feel more modern and dynamic, while staying true to the Financial Times’ established tone. Working closely with their editorial and marketing teams, we focused on presenting complex data insights in a clear, accessible, and visually engaging format. We wanted readers to connect with the personal touches to their video, and to see the value in the content they engage with so regularly. We also wanted them to feel appreciated by The Financial Times, who aimed to provide their loyal readers with a stylish summary of their engagement for the year.
We decided to refresh the style from the previous year, in keeping with the established design without altering the core feel of both projects. The style refresh featured bolder typography, a refined colour palette, and more fluid motion design elements. It also included a brightening of the videos, with a warmer feeling throughout. These enhancements were designed to maintain the trust and authority of the FT brand while appealing to a wider digital-first audience.

The final animation delivers a seamless balance of informative content and high-end motion design. It continues to position the Financial Times as a leader in data-driven storytelling, helping them connect with current readers and hopefully attract new audiences through their demonstration of appreciation to their readers. Whether on social platforms, in newsletters, or embedded within editorial content, the animation stands out as a strong example of how considered design and storytelling can elevate complex subjects.

Style Frames

Storyboard Development

Final Animation Snapshots

final Animation

What our client Said

“Producing our first ever animated video was a scary proposition and uncharted territory for us as an agency. Working with The Animation Guys they put us at ease, listened to our ideas and made the process come to life. They’re genuinely decent, honest and hard-working people that ultimately produce first-class animation videos. We couldn’t be happier with our final product and no doubt will return to them for a follow up video at some point! Fully recommend.”

Beth Hellowell

Managing Partner @ Signify Digital