Y&R asked Iron Claw to create a design direction and animation style for three videos touting Xerox’s innovative services.

Far beyond copiers and toner now, Xerox has moved into the digital and software realm. These videos explain the company’s innovations through the voices of researchers and technicians in the company, animated to convey the ideas in a simple way.

Iron Claw’s Jeremy Wabiszczewicz devised a direction that conveys complex ideas in understandable ways. The 2D style and playful imagery is sprinkled with 3D transitions that add a level of dimension to key sequences.