In recent times, we’ve done quite a bit of work with Weight Watchers, creating all manner of content for their members and would-be members. We’ve filmed promotional pieces, success stories, how-to videos, fitness workouts and everything in between. But perhaps one of the most rewarding projects we worked on was a video series called ‘Master the plan’. The brief was essentially to deliver the world’s #1 weight-loss programme to new online subscribers via short weekly video updates.

Once devised, the content would need to be localised into a slew of different languages. Fair enough. But then it transpires that many of WeightWatchers’ international subsidiaries have hugely different visual languages too – employing a multitude of different typefaces, colour palettes and the like. Hmmm. What’s more, several don’t even use the ‘WeightWatchers’ name. Okaaayyyy. And we need this done within…5 weeks?

It’s the sort of challenge we relish.

We got the ball rolling with an international kick-off meeting attended by a handful of content and programme managers from across the global business in order to try and define the creative parameters for the series. A friendly, presenter-led piece with animated elements was quickly identified as the most appropriate and workable format. We then immersed ourselves in the programme materials before getting to work on writing our scripts. Of course, there’s a ton (or even tonne) of local idiosyncrasies we needed to be mindful of, but we questioned, wrote, checked, re-wrote and ploughed on. Our meticulous research paid off handsomely when our scripts were promptly signed-off with only a handful of minor revisions.

Storyboarding came next and for this, we commissioned the services of a talented (and fast!) illustrator who was key in helping to develop our generic and internationally relevant visual language. With approval for the look and feel in the bag, the local teams set about casting and recruiting presenters, while we filmed our local talent and brought the storyboards to life, furiously animating away in Adobe After Effects.

In total, we produced and oversaw the creation of 84 films in no fewer than 10 different languages. So, understandably, we were pretty pleased with ourselves when saw our intense groundwork bearing fruit (if you’ll pardon the food pun).

All in just 5 weeks.