Norm Creativity (Normkreativitet) – JM Norway

JM Norway is the Norwegian section of Jeunesses Musicales International, the world’s largest network for music and youth, and home to Norway’s Rock Camp for Girls among many other projects. Working to the vision “making a difference through music”, they run training for both young people and adults on social justice and inclusion. Sofie Søndervik Sæther commissioned this explainer animation for their Normcreative Crash Course, a workshop that helps organisations build more inclusive activities and spaces.

The piece was made for a broad audience, young people and adults, across different countries and cultures, so the visual language had to carry meaning wherever it travelled. I chose cheerful colours and simple shapes that would read clearly across languages, and worked with Sofie to understand and weave in Nordic visual references. The animation now exists in several language versions, used with audiences well beyond Norway.

What I love about this one is that it became part of something ongoing. The Normcreative Crash Course has grown into a wider, continuing JM Norway programme, so the animation keeps doing its work, introducing new organisations to norm creativity long after the original commission.

If you’re running a programme or workshop and want an explainer animation that travels across languages and audiences, I’d love to hear from you. Get in touch.