INFOR PATHWAY
A character-driven explainer for Infor Pathway, built around a fictional council and a metaphor that travelled well beyond the launch video.
Infor Pathway is a cloud-based platform built for local government. It handles property, customer service, financials, compliance, and mobile workforce management. Over 70 councils across Australia and New Zealand run their operations through it. The product is powerful. The challenge was that nobody outside the sector knew why.
Local government is a complex landscape. Shifting priorities, overlapping stakeholders and a decision making process that moves slowly. Infor Pathway had the product but lacked the creative materials to engage the people who sign off on it. Cold audiences had no entry point into the story. With several launches ahead, the brand needed an introduction that made decision makers pay attention without drowning them in technical detail.
We wrote a light hearted explainer that turned the complexity of local government into a single visual metaphor. Australian themed, character driven and funny enough to hold attention while the product story landed underneath. The script gave Infor Pathway a tone that felt approachable to councils of any size, without sacrificing the technical credibility the sector demands.
“That is the best marketing activity
we have done in 20 years.”
REGIONAL DIRECTOR - INFOR PATHWAY
Local government management looks like a problem with too many moving parts. We gave it a shape. The cube metaphor compressed Infor Pathway's capabilities into something a viewer could understand in seconds. Every face of the cube represented a different function. The animation brought each one to life without the script ever needing to list features. The product sold itself through the story rather than through a walkthrough of the platform.
The cube metaphor was designed to travel. Static renders of the 3D animations carried the visual language into advertising, branded merchandise, and wider marketing collateral. The campaign was planned for versatility from the start. One concept that held its shape whether it was moving on screen or sitting still on a banner.
To ground the story we built YourTown Council from scratch. A fictional local government with a full brand identity. Uniforms, signage, digital assets, UI, animations. The detail gave the narrative a layer of realism that a generic scenario would have missed. It also gave Infor something lasting. The YourTown assets have been repurposed across future scenarios and marketing materials well beyond the original video.
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