Motion Graphics – Time usage model

Project Objectives

The primary goal was to introduce and explain the new Time Usage Model (TUM) to Anglo American’s operational teams and stakeholders in a way that was both educational and visually engaging.

Key objectives included:

• Clarity and Consistency: Illustrate how the TUM standardises measurement and reporting across Anglo American’s surface mining operations.
• Operational Efficiency: Visually demonstrate how the new model helps identify and reduce downtime, streamline processes, and achieve higher production targets.
• Safety and Sustainability: Reinforce their commitment to operating responsibly, protecting the environment, and safeguarding people.
• Community Impact: Highlight the company’s ongoing focus on creating lasting, positive change in and around Kumba Mine.
• Accessible Learning: Deliver complex operational concepts in a way that is easy for all employees and partners to understand, regardless of their technical background.

Creative Process

• Client Collaboration
  Our team worked closely with their operational and communications departments to understand the technical structure of the TUM and how it fits into their broader “Burning Ambition” and Tswelopele initiatives. These discussions were essential in ensuring that the animation would accurately represent both the engineering precision and the human values behind the program.

• Research and Storyboarding
  We studied the existing TUM framework and the ways it measures performance across mining activities such as drilling, loading, hauling, and maintenance. Using this information, we developed a storyboard and visual flow that logically guided the viewer from the problem (inefficiencies in time tracking) to the solution (a unified, data-driven model).
  The storyboard integrated infographics, cycle diagrams, and animated equipment icons to visually map mining processes, delays, and productivity opportunities.

• Design and Animation
  The motion graphics design followed their corporate identity, a clean layout built around their signature blue and beige palette, supported by geometric line illustrations symbolising topographic mapping and precision.
  Each graphic element, from icons of trucks and shovels to alarm-clock motifs, was animated to represent movement, time, and workflow efficiency.
  The visuals maintained a professional corporate aesthetic while staying dynamic and easy to follow. A combination of animated charts, value driver trees, and process loops helped visualize the model’s core functions, measuring productive vs. unproductive activities and identifying improvement areas.

• Voice-over and Sound Design
  The video featured a male professional voice-over, chosen for his authoritative yet approachable tone, ensuring clarity across diverse audiences. His narration provided a step-by-step explanation of how TUM supports both daily operations and long-term performance goals.
  To complement the voice-over, we incorporated upbeat, modern background music that conveyed forward momentum and optimism. This audio tone underscored Anglo American’s commitment to progress, innovation, and community-focused mining.