To evoke the step-by-step and often arduous road that brands have had to travel over the past few years, we chose monochromatic charcoal as a medium to give our illustrations a feeling of life force and energy, and used rotoscope animation to recreate the natural and slightly irregular trajectory of human movement. With looped sequences we reflect the never-ending nature of the brand journey, while the realistic movements of our non-specific “everyman” figures make them universally relatable to elicit audience empathy.