Are you thoughtful when driving? Unsure? Take a gander at this social campaign aimed at helping you be more considerate with your fuel consumption. For this, we took an informative and playful approach in the style of an animated IKEA instruction manual.

Starting with design, I worked with an illustrator to set key frames for each route before artworking with our internal design team. As we were on a tight deadline, these key frames also served as more refined STBs, which worked in our favour ahead of any motion work, since the motion was largely pre-approved by the client.

When moving into animation, I made sure to pad the schedule with extra allowance for creative dev time so Hashir and I could discuss elevating these beyond the approved STB motions. Adding the micro expressions discussed to go above and beyond, I believe, helped wow the client into a first WIP approval for the majority. However, weirdly, none of my suggestions was added… very odd but probably for the best.

I then took our approved masters to Jungle Studio, where I oversaw the recording session, sound design & sound mix. After which, we went into versioning the alt aspect ratios for delivery.