Every story begins with an idea. Before a concept reaches its final form, a process of exploration, experimentation, and refinement shapes how a message is communicated.
As part of its work to promote quality assurance in vocational education and training (VET), the Malta Further and Higher Education Authority (MFHEA) developed a series of videos to communicate key messages related to the EQAVET Framework and its importance in supporting continuous improvement in education and training.
To bring these messages to life, MFHEA collaborated with artist Fabrizio Ellul to develop the creative direction and visual approach for the videos. Through a process of research, design and experimentation, the artist transformed ideas into engaging visuals that support the communication of MFHEA’s EQAVET work.
This article takes a closer look at the creative journey behind the videos, exploring the process that shaped the final designs and the thinking behind the visual elements.
Transforming ideas into visuals: a conversation with the artist
To learn more about the creative process behind the EQAVET videos, we spoke with artist Fabrizio Ellul, who was involved in bringing the concepts to life.
How did you approach the initial design process for MFHEA’s EQAVET videos?
My approach is similar to any of my original productions, with the main difference being that the work is delivered to a client. A typical workflow starts with a meeting with the client to understand how they’d like the work approached, what their vision is, and what the project is all about.
Similarly to my own personal work, I like to centre the piece around a storyline and build characters that best represent the project.
After that, the workflow follows a set format: idea > concept art/style > character development > storyboarding > production, and finally delivery of the final work.
How did you translate the themes of quality assurance and vocational education and training into a visual concept?
We came up with three main characters — Tom, Sara and Alexa — and followed their journey of self-improvement as they took these courses. During the video, they narrate the main challenges and the areas of their lives they wish to improve. All of this is placed within a Maltese and international background, because while the project is based in Malta, it’s also meant to feel connected internationally.
What are the challenges that you encountered, and did you overcome them?
The main challenge was the technical nature of the courses, and how to make them accessible to the general public through animation. Research is at the core of my work, so part of the process was familiarising myself with the courses as much as possible. The MFHEA team were very responsive to my queries, and together we developed a narrative that did justice to the courses and to the work MFHEA put into building them.
What were some of the key creative choices that helped shape the final look and feel of the videos?
The first was identifying a style that would appeal to the general public. The second was establishing a workflow that would allow us to produce three animations within the timeframe we’d set. I’m happy with the style: I believe it’s distinctive and stands out among other infographic-type animations. I’m equally satisfied with the workflow: deadlines were met with buffer weeks built in, which allowed for revisions at the end. Overall, I’m very satisfied with how the work went.
Bringing the creative process to audiences
While the finished videos present the final message, the creative process behind them reveals the thought, planning and artistic decisions involved in bringing an idea to life.
By sharing this journey, MFHEA highlights the importance of effective communication and creative approaches in making information about quality assurance more accessible and engaging for audiences.
The final EQAVET videos are available on YouTube, where viewers can explore the messages behind the visuals and learn more about MFHEA’s work in supporting quality assurance in education and training.
Through this creative process, MFHEA continues to explore innovative ways of communicating its work and making information more accessible and meaningful to its audiences.
Watch the EQAVET videos on YouTube: https://www.youtube.com/@mfheamalta/videos