Animated launch film for a game-changing web-based platform tackling inequality in cricket clubs
EquiPlay was created by a team of academics, data scientists, and sports experts to redefine standards in fair and transparent talent development. Their data-driven approach removes subjectivity, creating a level playing field for all athletes regardless of background.
We were tasked with creating an emotive animation aimed at cricket coaches, explaining the need for EquiPlay in their clubs and shining a light on the sport’s troubled history of being non-inclusive.
The story depicts a young player’s nightmarish experience, consumed by the dark void for rejected cricketers who never get their shot, only to be ‘rescued’ via a coach using EquiPlay’s app.
Narration was provided by former cricket player and Sky Sports commentator Charles Dagnall, giving the message a greater sense of urgency and a recognisable voice for the cricket based audience.
Due to a tight budget and deadline, initial style exploration focused on bold monochrome palettes and simple geometric forms in order to streamline the illustration and animation process.
The script took inspiration from iconic Nike advertising by Wieden+Kennedy, where a poetic approach to writing elevates the emotive storytelling.
Script #1 ‘Benched before they begin’
“We call them the lost generation of cricketers.
Not because they lost the game.
Not because they weren’t fast enough.
Not because they didn’t fight every run, every wicket, every chance.
Bias in cricket is shutting our young talent out.
Too many are left wondering why they are not selected,
Why they don’t belong in the team,
Why all of their efforts are left unseen.
The International Commission for Equity in Cricket report found cricket is sexist, racist, elitist and classist.
It’s time for a new game plan.
An app where every player can see exactly where they stand.
Where feedback is transparent, factual, and helps them grow.
EquiPlay is an app designed for clubs, coaches and players.
Powered by cutting-edge data, it brings true transparency to tracking, assessment and development.
So we feel more confident to nurture our talent, and pick teams without bias.
Let’s create a world where talent is seen, effort is valued,
And dreams don’t depend on where you’re from.
What school you went to, or who you know.
Level the playing field with EquiPlay.”
Script #2 ‘An unfair advantage’
“They tell us cricket is all about fair play.
But for too many, the rules are always changing,
The boundaries keep moving.
And the calls never go their way.
In a game that is so built on skill,
What if the rules were never fair to begin with?
Racism. Sexism. Elitism. Classism.
That’s what the Independent Commission for Equity in Cricket found.
Their report was evidence that countless young people are being excluded,
Even when their talent and passion is undeniable.
But here’s the truth:
There is no game if the rules are not fair.
So it’s about time we redraw the boundaries.
EquiPlay is an app designed for clubs, coaches and players.
Powered by cutting-edge data, it brings true transparency to tracking, assessment and development.
So we feel confident to nurture our talent, and pick teams without bias.
Now, every run, every wicket and every dream counts.
Now, it’s about talent, over background, school or connections.
Level the playing field with EquiPlay.”
The script led to two narratively driven concepts: ‘Benched’ was more literal and filmic whilst ‘Unfair advantage’ was more metaphorical and energetic.
They both shared the same basic story structure:
Rough ‘Benched’ storyboard
(rejected concept):
Rough ‘Unfair advantage’ storyboard (original):
‘Unfair advantage’ was tweaked to break reality in a more interesting way, with the cricket stumps not only growing in size but also actively avoiding the cricket ball. This also reinforced the metaphor for players being left out and treated unfairly.
Rough ‘Unfair advantage’ storyboard (revised):
Project credits
Design & Art Direction: Joel Woodford
Script Writing: Rebecca Ormsby
Animation & Project Management: Joe Wilson