Case Study: John Lewis Internal Training Animation

Selection of animation graphics characters for an internal training animation — A selection of chaaracters featured in the training modules.

How Fred & Eric Brought John Lewis' Internal Training to Life Through Animation

Retailistic partnered with Fred & Eric to create a series of bespoke animations that became part of John Lewis Partnership's internal training program. Our goal was to create a series of animations that were relatable, inclusive and visually engaging, while remaining sensitive to the subject matter being covered. The animations became a key part of a multi-module training program on sexual harassment, helping staff understand appropriate workplace behaviours through interactive and memorable storytelling.

The Challenge

John Lewis required a training solution that combined education with engagement. They needed:

Character design - man on laptop. E-learning animation. — Our friendly character saying 'hello!'

A way to present sensitive topics without being confrontational.
Characters that reflected the diversity and representation of their workforce.
Animations that could seamlessly integrate with their e-learning platform, built by Retailistic.
A balance of fun, on-brand style with professional tone appropriate for corporate training.

The training included multiple scenarios that staff would watch and then respond to through interactive questions. The animations needed to be relatable, clear and technically precise.

Our Approach

We collaborated closely with both John Lewis Partnership and Retailistic to ensure the animations were on-brand and effective:

Style Exploration & Moodboards

We presented a range of animation styles via moodboards and reference links. The client selected a style featuring realistic human characters to maintain relatability and emotional engagement.

Storyboarding

Each chapter was storyboarded in detail, with illustrated keyframes and written animation direction. The storyboard acted as the first full glimpse of the animation, allowing tweaks before production.

Diversity & Representation

Characters were designed to reflect the John Lewis workforce, including varied ethnicities, genders, disabilities and roles. Voices were recorded by real people to give the characters personality and make the scenarios feel relatable. We also designed in a way to ensure accessibility for the viewer.

Technical Excellence

Lip-syncing was applied to ensure dialogue felt natural and engaging. Animations were designed to integrate seamlessly into e-learning modules.

Selection of characters for e-learning animation.

The Solution

The project consisted of five animation modules, each addressing a different aspect of sexual harassment training:

Landing Animation
Introduced the training objectives, statistics on workplace harassment, and the importance of awareness.
Where’s the Line
A scenario with characters demonstrating subtle changes in behavior.
Viewers were asked to identify inappropriate conduct.
Active Bystander
Highlighted the role of witnesses in preventing harassment.
Your Response Matters
Emphasized individual responsibility and effective interventions.
Responding to a Disclosure
Guided learners on how to respond if a colleague reports harassment.

All animations combined engaging visuals with serious educational content. Characters were expressive yet realistic, allowing learners to connect emotionally without trivialising the subject.

Motion graphics character animation - two ladies chatting

Results & Feedback

Feedback from John Lewis and Retailistic was overwhelmingly positive:

Stats animating on screen. e-learning animation

The animations were effective for sensitive topics.
Staff found the style relatable and memorable.
The use of diverse, real-life characters with voices increased empathy and understanding.
The project showcased Fred & Eric’s skill in combining technical precision, storytelling and corporate branding.

This project demonstrates how animation can be a powerful tool for corporate training by making complex or sensitive topics easier to understand and retain.

Two characters chatting. Motion graphics, character design.

Why Fred & Eric

Fred & Eric create corporate animations that engage, educate and delight. From internal training to e-learning modules, we combine technical excellence, visual storytelling, and diversity-conscious design to deliver animations that work; even for sensitive topics.

Interested in creating engaging e-learning or internal training animations? Get in touch with us to bring your story to life.