Helping X-Press Feeders Communicate a Complex Maritime Incident with Clarity and Care

The campaign had two main objectives: restore trust and understanding in Sri Lanka by sharing X-Press Feeders’ perspective on the incident and increase click-throughs to the X-Press Pearl information microsite.

The work needed to function across both paid media and owned channels. This included short, vertical infographic videos designed for social ads, as well as longer hero explainers that could sit on the microsite and provide a fuller account of the incident.

Because the people of Sri Lanka were the primary audience, localisation was central to the brief. The campaign needed to speak to audiences across English, Sinhala and Tamil, with the right level of factual clarity, emotional care and cultural sensitivity.

This was not a simple explainer video.

The subject matter was sensitive, the timeline was complex and the audience had already been exposed to multiple versions of the story. 

The content needed to be clear enough for paid social, detailed enough to direct people to further information and careful enough not to oversimplify the human and environmental impact of the incident.

The localisation process required careful back-and-forth. Early translations made the videos significantly longer, so the team worked with multiple translators to cross-check phrasing, tighten the scripts and protect the facts without losing readability or emotional nuance.

Click2View developed a campaign built around narrative clarity, localisation and visual restraint.

Rather than presenting a dense timeline, the videos used a more guided explainer format that could move viewers through the key information step by step.

The story was structured to help audiences understand the sequence of events clearly: what was discovered, what action was taken, where help was sought and why the full context mattered. 

Click2View also took a creative risk. While animation can sometimes feel too light or playful for serious issues, we decided it would help people better process the information. We took care not to diminish the severity of the subject.

Visually, the team chose a collage and mixed-media approach anchored in reality. This allowed the campaign to use motion graphics for clarity and emphasis, while still maintaining a serious tone.

The final campaign gave X-Press Feeders a suite of localised explainer assets designed for both attention and understanding.

The shorter promo videos were built to support paid media and drive audiences to the microsite, while the longer hero explainers provided a fuller, more structured account for viewers seeking more context.

The campaign is currently live, with performance results to be added once the media run concludes. For now, the value of the work lies in giving X-Press Feeders a clearer, more accessible and locally sensitive way to direct audiences towards official information.