Our brief from Chorus was to deliver a series of animations in GIF format for Montblanc's annual toolkit. Unlike most projects where scale is the challenge, this focus was based on restriction. Every animation had to come in under a 2MB file size specification set by the client.

Working within GIF format at that level of limitation requires a good understanding of the format and its constraints. Before Chorus presented the creative ideas to Montblanc, we were able to advise on what was achievable within the specification, giving the agency the information they needed ahead of the client presentation. From there, we worked through multiple iterations of each sequence, using the file size available to get the best possible result within the limit.

The animation style was enjoyable to work within — quirky and distinct to the Montblanc creative. Getting that to translate into a format as restrictive as GIF, without losing the quality of the work, was the main technical consideration throughout. 

Agency: Chorus

Animation: Mutual Vision

Illustrations: Seb Arnold Design