Investment Company Institute

ICI faced a unique challenge: how to commemorate a century of mutual funds in a way that would resonate with both industry veterans and a new generation of investors. They needed to create content that would engage viewers across different age groups and knowledge levels. The task involved conveying complex financial information in an accessible and entertaining format, highlighting the evolution of the investment industry over the past century. Moreover, ICI sought to produce a video that would excite their board and members while also appealing to the general public. This multifaceted challenge required a partner who could balance reverence for the industry's history with a fresh, modern approach to storytelling and visual design. That’s where Social Driver’s creative team stepped in with a unique approach that could celebrate ICI’s history while appealing to a contemporary audience. 

Social Driver collaborated with ICI to create "A Century of Growth: 100 Years of the Mutual Fund," a video that reimagined Jack for the 21st century. The video began with a character redesign, modernizing Jack while maintaining his iconic bow tie. And the creative process began with extensive brainstorming sessions, exploring various narrative concepts. Ideas ranged from a fishing metaphor with Jack as a grandpa to a futuristic museum set at the bicentennial of mutual funds. Ultimately, the team settled on a time-traveling adventure through different eras of television and movie, using this journey to illustrate the evolution of the asset management industry.

The character design process was equally thorough. Initially, the team explored geometric, simplistic characters for easier animation. However, after feedback from ICI, they developed more human-like characters. Jack was modernized while maintaining his iconic bow tie, and a new character, Sarah, was introduced as a modern investor.

The video introduces Sarah, a modern investor, whom Jack guides through the world of investment funds, explaining concepts like mutual funds, ETFs, workplace retirement plans, and education savings accounts. To bring these characters to life, Social Driver employed advanced animation techniques. They used a rigging system that allowed for more natural movement, with each body part on a separate layer. This method, akin to paper fastener characters used in elementary schools, enabled the animators to move entire limbs by manipulating a single point, significantly streamlining the animation process.

The team paid meticulous attention to detail in creating the environments for each era. They incorporated era-specific textures and props, from fabric patterns on furniture to wallpaper designs, to enhance the authenticity of each time period. The transitions between eras were cleverly handled with a 'channel change' effect, allowing for seamless movement between different time periods and visual styles.

To enhance engagement and rewatchability, the team incorporated subtle references to popular TV shows and movies throughout the video. These Easter eggs made for a much more creative, and dynamic viewing experience. Plus, it appealed to a broad audience. 

Social Driver struck a careful balance between honoring the industry's past and showcasing its modern capabilities and future potential. While creating a longer, more detailed video, the team also produced shorter cuts suitable for various digital platforms and advertising channels, ensuring versatility in the final product.

One of the most challenging aspects of the animation was syncing the characters' mouth movements with the dialogue. The team used a plugin that allowed them to create various mouth shapes and then place them accurately for each syllable of speech, ensuring natural-looking conversations.

Throughout the process, Social Driver maintained open communication with ICI, providing clear instructions for feedback and offering detailed explanations for creative decisions. This collaborative approach ensured that the final product aligned with ICI's vision while pushing the boundaries of their traditional communication style.

The partnership between Social Driver and ICI yielded impressive results, both in terms of quantitative metrics and qualitative outcomes. The video was enthusiastically received by ICI's board and CEO, with board members personally complimenting the project. Initial social media posts garnered significant engagement, with one post receiving over 1,000 unique impressions and 1,600 views.

Unexpectedly, the video received coverage in industry publications, extending its reach beyond ICI's immediate network. Internally, the project reinvigorated ICI's approach to brand communication, balancing intelligence and relatability in a new way. The creation of both long-form and short-form versions of the video allows for flexible use across various platforms and marketing channels.

The video is poised to help a broad audience better understand the investment industry and the century-long history of mutual funds. Kevin Coroneos from ICI summarized the impact: "It's both in line with the brand but also just on the very edge... it really stuck the landing perfectly. It's able to tell the story in such a smart way while still being relatable, while still honoring the industry and honoring the Institute."

Through this partnership, Social Driver not only met ICI's communication challenge but also helped the organization reconnect with its history of innovative public outreach. The project has set a new standard for how ICI can engage with its members and the public, blending educational content with entertaining storytelling. This project has not only celebrated the past century of mutual funds but has also positioned ICI at the forefront of financial education for the next generation of investors.