A new birth control start up, PRJKT Ruby makes low cost birth control available to women in the U.S. through an online platform, as well providing access to birth control in developing countries. I was asked to collaborate on the style, build storyboards and animate a how to video for a local agency to explain this new product offering. The budget was open ended on this and I was given a lot of creative freedom for the motion design portion.

Video Won 2 Addy awards

Video along side social media campaign generated 32.8K unique viewers

Empowered Women | Health | Community | Honest | Safety | Giving

Style Inspiration​​​​​​​ 

I brainstormed with the agency about the style for the video. We were looking for something that would feel accessible, and we decided on a simple, down to earth look resembling a pop-up book with 3D type. We also used a paper texture to further convey a cut paper style. The main colors already existed with the Prjkt Ruby brand but we added more tones to the family so that we could add dimension to the illustrations and animation. The font they used for branding was Gotham Condensed and played into the board creation since it would represent different locations our hero would visit and interact with.

To quickly grab the attention of the viewer and explain what PRJKT RUBY is to people  I built out boards with the most highly contrasting colors in the palette and a dramatic scale for the logo.

I began this section by clearly illustrating how the website worked while keeping it interesting for the viewer by using dynamic transitions. To illustrate how this would work in real life I brought in our heroine to the story so the viewer can see how PRJKT RUBY works. The background change to white dramatically shows how we are in a new section of information.

The flip along with the inverted color scheme for this section bring to life the charitable side of the process. The Heroine in this section progresses her story line by making choices that build on each other and culminates in her being a champion for her community.

To tie everything together we end back where we started by pulling out from the give and take world and landing on the logo.

For this project I worked hard on making the transitions seamless, transforming one shape into another and one scene to the next around the hero. I felt this helped the eye trace and visual interest. As this was a largely character driven piece great time and care was given to the character animation in not only the hero but the extras in the background as well.