MICHELMORES
Animating the case for natural capital
Michelmores is a top UK law firm with a market-leading natural capital team. One of the fastest-moving areas of environmental law, natural capital covers how we value and invest in land, biodiversity and ecosystems. The firm advises landowners, developers, investors and funders.
A complex topic full of new and full of unfamiliar terms, Michelmores needed an explainer animation to get their audiences to care and act.
The Problem
Natural capital is hard to explain. The concepts are abstract, and the language is technical. Terms like biodiversity net gain and nutrient neutrality lose people fast. Despite this, landowners, developers and investors each need to understand in order to grasp the opportunity. So Michelmores needed to engage them all without drowning them in jargon.
In short, a complex legal subject had to be made accessible.
The Approach
We treated this as a translation challenge, not just an animation brief. So we built a clear visual language to carry the ideas.
To do that, we used a mixed-media explainer animation. It combined illustration, motion graphics and real-world stills and videos. As a result, abstract concepts became something you could picture. The visuals did the explaining, so the jargon didn’t have to.
We also kept the tone credible, not gimmicky as Michelmores is a serious firm in a serious field. This animation needed authority as well as clarity.
The Result
The result gave Michelmores a flexible tool to engage stakeholders. It made a complex subject feel approachable, for every audience that mattered.
