wgea
Explanimate! developed the National Gender Pay Gap animation in Australia. Explore our work and contact us today.
About the
project
It’s 2021. And somehow we’re still talking about paying people based on merit rather than gender. And it’s not an idle conversation or a “well this obviously doesn’t work so let’s just change it”… no we’re still having to CONVINCE people that this is an unjust and unfair system. Despite our frustration at this system, we think it’s a fight worth having and that education is always the best pill for the ails of the world.
“the phone rings, in the middle of the night,”
We’ve worked with the Workplace Gender Equality Agency a couple of times now and it’s always been an absolute pleasure. They demand excellence and are sure of what they want. Sometimes that’s code for annoying but in this case, they’re wonderful to deal with and their standards just ensure we deliver a quality end product.
“when the working day is done”
So we pitched some ideas and they weren’t hitting the mark. We revised and regrouped. We pitched again. This time we had it and it was time to sketch and colour and take the concept from ethereal to the actual. Our team worked hard. They tried to create a new look and feel while staying true to the aesthetic that they started with so there was connective tissue.
“that’s all they really want…”
It worked. The client was thrilled. That’s not to say there wasn’t still work to be done. Some of the ideas we’d had that sounded great on paper just didn’t translate into visuals that captured the message they needed to. Another client probably wouldn’t have batted an eyelid but with a topic as delicate as this every moment matters. So we fixed and we polished.
“girls just wanna have fun (and get paid in accordance with the work they’ve done)”
We did it. Got there. Created and delivered a video that didn’t just meet their expectations but exceeded them and meant we were able to play a small little part in hopefully moving the needle a little.
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It’s 2021, and somehow we’re still debating whether people should be paid based on merit rather than gender. It’s frustrating. It’s exhausting. But it’s a fight worth having.
That’s why when the Workplace Gender Equality Agency (WGEA) came to us, we knew we had to create something that wouldn’t just inform but also inspire change.
WGEA had a clear vision: they needed a video that didn’t just explain the issue but one that truly connected with audiences and drove action.
We identified three key elements to focus on:
📢 Clarity – Making complex data and policies digestible
🎬 Emotional impact – Ensuring the message resonated on a human level
🎨 Brand consistency – Staying true to WGEA’s established identity while offering a fresh perspective
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WGEA demands excellence, and in this case, that precision made for a great partnership.
Round 1: We pitched initial concepts—close, but not quite there.
Round 2: We refined, reworked, and reshaped the narrative.
Round 3: We nailed it. The concept was locked, and we were ready to bring it to life.
The final direction balanced bold visuals, strong storytelling, and a clear call to action.
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We crafted a fresh, striking visual style that:
- Felt modern and engaging while maintaining brand consistency
- Used dynamic motion graphics to emphasise key points
- Created a cohesive colour and typography system to reinforce messaging
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Some ideas looked great on paper but didn’t translate visually.
With a topic as critical and nuanced as pay equality, every moment mattered. Lesser clients might’ve let small details slide, but WGEA knew the importance of getting it right—and so did we.
So we tweaked. Polished. Adjusted. Until everything landed exactly as intended.
The final product was more than just a video—it was a catalyst for conversation.
- Exceeded client expectations with a compelling, high-impact piece
- Resonated deeply with audiences, sparking meaningful discussions
- Played a small but significant role in moving the needle towards change
We’re proud to have been part of this project, proving that great storytelling can drive real-world impact.
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