European Commission – Promoting European Identity

Commissioned by the European Commission to create the promotional campaign for their 2014 video competition exploring European identity and citizenship. At a pivotal moment in European construction—ahead of crucial parliamentary elections—the Commission partnered with the United Nations to engage citizens in defining what Europe meant to them. My role was transforming this institutional initiative into compelling visual invitation. The challenge wasn't just promoting a competition; it was inspiring participation in a conversation about belonging, identity, and the future of a continent grappling with its own definition. Working with scriptwriter and producer Tal Haring, I developed an animated approach that balanced the Commission's institutional gravitas with the personal, emotional nature of identity questions. The animation needed to speak to diverse European audiences—different languages, cultures, political perspectives—while maintaining a unified message about civic participation. We crafted visuals that avoided the typical bureaucratic aesthetic of EU communications, instead creating something that felt approachable and genuinely curious about people's experiences. The goal was making viewers feel their perspective mattered, that their voice could contribute to shaping European discourse during a critical democratic moment.

The 2014 European elections represented a crossroads for the Union—rising skepticism, complex identity questions, and fundamental debates about what European citizenship meant in practice. Our animation aimed to cut through political noise and administrative language, reaching people on human terms. Creating promotional content for democratic participation required understanding that engagement begins with feeling heard. The animation posed questions rather than providing answers, inviting viewers into conversation rather than lecturing about predetermined conclusions. This approach acknowledged the complexity of European identity while celebrating the diversity of perspectives that define it. This project demonstrated that even institutional communications can prioritize human connection over bureaucratic messaging. The European Commission needed citizens to participate not out of obligation, but genuine investment in their collective future. Sometimes the best design simply opens doors and invites people through.