#CreativeFlame
A speculative campaign with SheSays, a global organisation advocating for gender equality in the creative industry. The campaign challenges the subtle, everyday behaviours that reinforce unequal expectations in the creative industry, aiming to create space for shared responsibility, visibility and conversation.
Awarded a Bronze by the Creative Conscience
2024
Categories
Illustration
Motion Design
In collaboration with
Amoré Van Der Linde
Hal Rumney Hunt
Rosie Loraine
Design Process
1. Discover: What’s our story?
2. Define: Storyboard & Animatic
3. Develop: Styleframes & Characters
4. Deliver: Finalising the details
What’s our story?
The project is a competition piece for Creative Conscience, an organisation that promotes positive change through creative thinking globally. Upon discovering that higher burnout rates are faced by women in industry, our team wanted to provide a solution to Sustainable Development Goal 5: Gender Equality.
Storyboard & Animatic
Refining our storyboard through multiple iterations, we ensured a visually compelling narrative with a clear call to action, emphasising the significance of storyboards as essential project sign-off documents. This also addressed the challenge of scrapping scenes, ensuring a narrative that resonates with our audience.
First animatic
Final animatic
Styleframes & Characters
I proposed a paper cut-out style, finding it visually captivating and symbolic of chaos in the storyline, resembling post-it notes. The team collectively chose to proceed with my art style due to its feasibility. Adopting this approach, we each contributed additional style frames within the same paper aesthetic, blending elements seamlessly for a cohesive visual narrative.
By Rosie Loraine
By Amoré Van Der Linde
By Hal Rumney Hunt
By Lettie Suen
We embraced the character introduced in the initial style frame, leading to the development of Sarah Smith, our main character. Crafted in a paper cut aesthetic, Sarah embodies strength, confidence, and independence, resonating with those who have faced challenges in male-dominated industries.
Finalising the details
I used After Effects, while collaboratively integrating sound and voiceovers in Premiere Pro. I was responsible for animating the ‘creative flame’, matchstick scene & kinetic typography at the end. I used looping techniques, eases, speed graphs and rigging for precise movements.
