THE PROMPT
Make an ad campaign with motion graphics for a cause you are passionate about, and challenge yourself to go against your usual design style.
This ad campaign has to include:
1. An animated version of the company's logo
2. A full-screen mobile ad
3. A large-format animated poster
4. An animated promotional video
I chose to do an ad campaign for the Pride Foundation
RESEARCH
Step one: what does the company's current style look like? And the follow-up, how will I use similar elements to make my advertisements feel like an extension of what they have? I created a moodboard of their digital advertising to refer back to during the project.
IDEATION
This project was very progress-heavy for me: as the challenge was to create something out of my normal comfort zone, I did a lot of exploration before deciding on my themes. I also came up with a list of rules for myself to follow throughout the project, to keep myself to my original goals.
To generate more ideas, I started with stream-of-consciousness writing and considered everything I associated with the Pride Foundation. I selected some of the words I had come up with and listed them along with their opposites. I then made a word association map and decided on the loose structure of my promotional video.
I also chose a more specific prompt for my ad campaign: to spread awareness of the Pride Foundation Scholarship program. Having a narrower focus allowed me to create stronger calls to action.
MOODBOARDS
With my direction decided, it was time to decide on my visuals. I started with three moodboards with different styles to weigh my options. I decided on the last one, concept 3, but added the wiggly arm motif from concept 2 as well. 
To go against my usual design style, I decided on making the most vibrant and eye-catching design possible. This fit with how I wanted to depict the Pride Foundation: as a celebration of life and diversity.
STORYBOARDING
Before embarking on any animation or video project, I always make highly detailed storyboards showing exactly what I plan to animate. This helps me feel more organized while I am animating, as it is otherwise very easy to lose myself in the fine details.
STYLE FRAME
The final step before animation was to create a style frame: a single image that represented what my animation would look like. Creating this allowed me to picture a finalized project, and make last-minute tweaks to my direction. I decided to remove all the color black from my designs, as you can see below, which made it more vibrant and self-consistent.
CREATING GRAPHIC ELEMENTS
I created the graphic elements I needed in Adobe Illustrator before animating them in Adobe AfterEffects. For the backgrounds, each individual shape was kept separate, so they could all be animated independently. Below, you can see some of those graphic components.
FINAL ANIMATIONS
LOGO ANIMATION
PHONE AD
ANIMATED POSTER
PROMOTIONAL VIDEO
TAKEAWAYS
My biggest takeaway from this project was realizing how much work it is to make animated advertising. It's not as easy as "just using one program to animate something"— I used Adobe Illustrator, AfterEffects, and Premiere Pro extensively just to put the visuals together. Not to mention recording and editing the audio, writing the copy, and exporting and uploading it all correctly! I have a lot of respect for advertising designers and animators after working on this—it took more software knowledge to pull it together than basically any other project I have worked on.
If I were to make changes to this project in the future, I would edit my color choices & color usage. The technicolor rainbow effect is quite fun but could have been done in a more cohesive way. Additionally, some of the copy could benefit from having more contrast with the background. If given the chance, I would like to fine-tune the animation and slow the pacing down so it feels less hectic. 
Overall, however, I am proud of what I created, and I think I was able to create a strong coherent style and meet all of my goals!
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