Challenge

Merseyside Recycling and Waste Authority (MRWA) wanted to help residents better understand what happens to their recycling once it leaves their homes as part of its Recycle Right campaign.

For many people, the recycling journey ends when materials are placed in the household bin. What happens next – from collection and sorting through to specialist materials processors – is largely unseen and can be difficult to explain through static information alone.

The challenge was to turn this complex recycling journey into a clear, engaging and accessible story that could be understood by a broad public audience. The animation needed to educate viewers, encourage positive recycling habits and demonstrate how correctly recycled materials can be recovered and given a new life.

Solution

We created a bespoke 2D animated explainer video that follows the complete recycling journey, beginning with household recycling before moving through collection, sorting and onward processing.

Using colourful illustration, animation and clear visual storytelling, we were able to take viewers behind the scenes and show processes they would not normally get to see.

Rather than overwhelming the audience with technical information, the animation simplified each stage into an easy-to-follow visual sequence, helping explain why recycling correctly matters and what ultimately happens to different materials.

The result was an approachable educational animation that supported the wider Recycle Right campaign while making an important environmental message more engaging and memorable.

Process

Research & Content Development

We worked with MRWA to understand the recycling journey and identify the key stages that needed to be communicated. The information was then refined into a concise narrative suitable for a public-facing explainer video.

Script & Storyboarding

A storyboard was developed to map the journey from the household recycling bin through collection and sorting to the materials processors. Each scene was designed to introduce the next stage naturally while keeping the overall story simple and easy to follow.

Illustration & Visual Development

A bespoke illustration style was created to represent homes, recycling vehicles, sorting facilities, machinery and recyclable materials in a clear and approachable way.

The visual style helped make an industrial process feel accessible while providing enough detail for viewers to understand what was happening at each stage.

2D Animation & Motion Graphics

The illustrations were brought to life through 2D animation and motion graphics, following different recyclable materials as they progressed through the system.

Movement, transitions and animated processes helped explain sorting and processing far more effectively than static diagrams or written descriptions.

Post-Production & Delivery

The final animation was refined with editing, audio and supporting graphics before being prepared for use as part of MRWA’s Recycle Right communications.

Results

• Created an engaging animated explainer video for MRWA’s Recycle Right campaign.
• Helped residents understand what happens to recycling after household collection.
• Simplified a complex waste sorting and materials processing journey through clear 2D animation.
• Created a versatile educational animation suitable for digital campaigns, websites, presentations and public engagement.