Towards a New London Plan Animation

MAYOR OF LONDON

Explainer Video

The
Brief

As part of the consultation phase for The London Plan - a key strategic planning document updated every five years, the Mayor of London’s office commissioned a series of animated explainers.

These videos were designed to introduce the London Plan to a general audience and break down complex policy topics such as economy and housing in an accessible and engaging way.

The goal was clear: make the Plan feel relevant to everyday Londoners, shifting the focus from abstract policy to real people and real places.

The Production

We kicked off with in-depth discussions with the Mayor’s office and their comms team to align on messaging, tone, and visual direction.

Together, we reviewed examples of previous council animations and discussed what worked and what didn’t.

Our shared priority became clarity and relatability. We worked closely with the client to ensure the animation felt people-first, not policy-first. We developed a selection of character and scene styles to choose from, eventually refining these into a final look that was warm, inclusive and distinctly London.

Their in-house team provided the scripts, which we used to build detailed visual scripts, planning every scene and transition to ensure clarity, engagement, and visual variety.

To anchor the animations in reality, we took reference images from real-life London - photographing local details like bus stops, road signs, and street layouts. These inspired many of the visual elements in the final scenes, helping root the story in recognisable London environments.

‍

“The animations and graphics drove a higher level of engagement than normal – particularly with young and diverse Londoners who don’t typically engage with planning policy. They helped simplify a complex subject and made it feel relevant. We hadn’t done this before – and it was very well received.”

Natalie, Greater London Authority

The
Outcome

We delivered a series of three 90-second animated explainer films, each accompanied by social media versions in square and wide formats.

We also provided a package of stills in various dimensions for use across web, email and social.

The final animations combined clean design with rich, recognisable backdrops - scenes that felt familiar and distinctly “London”. The friendly tone and clear storytelling helped ensure the content was approachable and informative without feeling dry or overly formal.

The campaign was well received by the Mayor’s office and was praised as a strong launch tool for the wider consultation. The animations featured across their website, in newsletters, and on social channels, helping contextualise and promote key planning policies to a wider public audience.

‍