The Australian Federal Police wanted to make its recruitment process feel less opaque and less intimidating. Research showed the AFP’s employment offer wasn’t being clearly communicated, and many potential candidates were judging themselves unsuitable before they’d even applied. The animation needed to reach visitors to the AFP jobs website, with a particular focus on potential female recruits and CALD audiences, and help grow the pool of quality, eligible candidates.

Laundry Lane produced an animated explainer that breaks the AFP’s seven recruitment stages into simple, necessary steps rather than barriers. The tone stays upbeat and reassuring throughout, aiming for a viewer reaction of “I’ve got this” rather than overwhelm, recognising that most people watching are in the middle of a stressful, uncertain job search.

The film uses a relatable character set reflecting the diversity of AFP applicants, including female and CALD representation, with smooth, realistic movement to keep the characters engaging rather than stiff. Clear, bold icons illustrate each recruitment stage, paired with simple text-on-screen moments that reinforce key points without cluttering the visuals. A youthful colour palette keeps the tone approachable and inviting.