Work / Stories that serve
Stories that serve.
A public-awareness animation for the Communications Regulatory Authority of Qatar — stories that serve, told in bilingual motion design by Freezil.
A public-awareness animation for CRA's complaint service — showing the path from problem to resolution, step by step, in both languages, so citizens use the service they pay for.
· Overview
The brief
CRA operates a free complaint service for telecom and postal disputes. Most citizens who could use it don't — not because they don't have complaints, but because they can't see the path.
We animated the path: reporting, investigation, resolution, follow-through. Specific to the types of complaints CRA actually receives. Calm, procedural, encouraging.
4
Journey stages
2
Languages · AR + EN
3
Complaint types
1
Service-awareness film
· Approach
How we worked
01 — Cite real cases
Every scenario modelled on real (anonymised) CRA complaint types.
02 — Demystify the system
Showed the human at CRA who reads the complaint. Citizens don't trust portals; they trust people.
03 — Short, not shallow
90-second master — long enough to feel complete, short enough to watch through.
04 — Friday-news-feed ready
Social cuts optimised for the lunchtime scroll.
· Design system
The colours.
The colour language that runs through the animation — sampled straight from the frames.
Pale Amber
Primary
#FFE9C8
Cyan
Secondary
#207BAA
Crimson
Accent
#D0414A
Pale Cyan
Ground
#E2F0F5
· From the work
Complaints, made navigable.
A small slice of the CRA service campaign — complaints made navigable.
· Next project
A smart city, explained. →
Getting people to use what they're entitled to?
Share the service and who's not using it. Treatment back within one business day.
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