UAL Assessment Animation

How do you clearly communicate to UAL students how their work is assessed, and what they need to do well in their studies?

The arts-focused university comprises six colleges — Camberwell College of Arts, Central St Martins, Chelsea College of Arts, London College of Communication, London College of Fashion and Wimbledon College of Arts. Students at all these colleges are marked on five different qualities or ‘assessment criteria’. We produced a 90-second animation to help to explain this.

Copywriter Jim Davies distilled dense, academic background material into five short, punchy segments, forming a natural narrative flow. We collaborated with illustrator James Graham to create an icon set and storyboard, all brought to life with animator Bill Porter. The voiceover, suitably enough, was provided by a UAL student. All contributing to a coherent animation that helps to make the assessment criteria feel exciting and relevant.