GREENSHIELD - NFP
Enter an inviting 2D motion graphic world, where exciting animation of information and a friendly cast of characters await! True to their slogan GreenShield emphasizes their mission in providing better health for all in this inviting two part advertising campaign.
CLIENT - GreenShield
ROLES - Illustrator / Graphic Designer / Motion Designer
TOOLS - Adobe Illustrator / After Effects
CREDITS
Agency - Broken Heart Love Affair
Creative Director’s - Jordan Hamer, Spencer Ryan
Producer - Olivia Cousineau, Erica Metcalf
Production - Tantrum Studios
Creative Lead - Dominik Bochenski
Producer - Victoria Holt
Graphic Design / Motion Design - Hayoung Na
Motion Design - Steve Choptiany
Character Animation - Jimmy Gill
The Brief
01
As graphic designer I collaborated with the creative at Tantrum studio by taking charge of the visual language that will be used within this two part infographic advert. The client aimed to use the clean and simplistic style found in classic 2D motion design to get their main message efficiently across to the audience.
My responsibilities for this project included crafting a unique cast of characters for one part of the advertisement and creating all the visual assets for animation in the second part, making sure they all follow the same design language overall so both parts are unified visually.
(BELOW) - Final cast of characters
NFP Characters
02
MAIN CHARACTER
Designing this cast of approachable characters began with the development of the main heroine, who served as the foundation for creating the supporting characters later in the process. The client requested a simple, illustrated style that leaned away from realism, giving me the freedom to explore various ways to infuse charm into her design.
During this phase, I focused on two key aspects: exaggerating specific body proportions and refining the overall stylistic approach. Features like the hands, feet, face, and hair were intentionally kept simple to ensure the animation process remained efficient and seamless.
(LEFT) - Flat design explorations, (RIGHT) - Outlined explorations with more colour variations
The final design for our main heroine features exaggerated geometric curves inspired by simple shapes. Her style relies primarily on flat colours separated by contrast, with minimal line work added only where necessary to distinguish overlapping elements, such as her shirt and pants. The rounded aspects of her design were influenced by a heart motif that plays a key role in the story. The character interacts with the heart by sitting inside it, and her rounded top combined with her tapered legs and torso allows her to fit seamlessly into the heart, like a perfect puzzle piece.
(BELOW) - Final main heroine design
EXTRA CHARACTERS
With the main character's design finalized, I moved on to creating a diverse supporting cast that reflects the broad range of people GreenShield can aid. Using the brand’s signature colours, I explored various proportions and colour combinations to bring personality and variety to each character. To ensure a cohesive and relatable group, I carefully balanced their heights and sizes to maintain realistic proportions, as the final lineup was designed to stand side by side in a unified pose.
Once the characters being used were chosen, I created individual files for each which were prepped for easy rig and animation for the character animator.
(BELOW) - Design exploration of extra characters
Mnemonic Design
03
ACCENT ANIMATIONS
In this second infographic, the focus shifted to visual storytelling. Rather than using supers, animated graphics were crafted to seamlessly complement and emphasize the voiceover. I designed a range of assets that aligned with GreenShield's brand identity, utilizing a cool colour palette dominated by dark green and light blue. To draw attention to key elements, I incorporated red accents strategically, adding contrast and focus to the visuals.
(BELOW) - Final designs for graphic assets used throughout infographic
The final component I added to the second infographic was a series of hand-animated accents. These dynamic elements inject a sense of liveliness into the motion graphics, adding character and depth to the overall composition. By incorporating hand-drawn accents I moved away from a purely clean aesthetic, infusing the animation with a more organic, human touch. This shift helps soften the otherwise corporate style, making the infographic feel more approachable and inviting. The hand animation was also strategically used to highlight key elements and introduce specific details, such as the logo or check mark, enhancing the visual flow and engagement.
(RIGHT & BELOW) - Examples of hand animated accents in action