MINISTRY OF FINANCE (MOF) - RABBIT HOLE

The internet is a double-edged sword—helpful yet overwhelming. In this ad campaign for the Ministry of Finance, we highlight how a simple search can quickly spiral into a rabbit hole of increasingly distorted information rather than clarity.

CLIENT - Government of Ontario
ROLES - Graphic Designer / Motion Designer
TOOLS - Adobe Illustrator / Photoshop / After Effects

CREDITS

Director - Mark Zibert
Agency - Rethink
Prod Co - Scouts Honour
Offline - NIMIOPERE
VFX/Colour/Online - Tantrum Studio
Audio House - Vapor Music

(ABOVE) - Screen capture of scene.

The Brief

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At Tantrum Studios, we took the reins on the creative direction for this large-scale ad campaign, following four characters dropping into the chaos of an internet rabbit hole while trying to understand their condition. In this all-hands-on-deck effort, I teamed up with 3D and VFX artists to craft a mix of static and animated assets—everything from scene integrations to populating device screens—with the goal of making the visual langauge for this digital mayhem feel just right.

Character Assets

02

I collaborated with graphic designer Helen Ratner to create assets that reflect the visual language of the internet. We amplified this with bold colours and layered compositions, exaggerating the feeling of endless data and information constantly available online. I tailored content for a variety of device screens and designed custom emojis and stickers to add a fun, unique touch that tied everything together.

With four distinct characters, I designed custom static and animated assets for each of their stories. While their journeys were different, I made sure the designs stayed true to a unified aesthetic, so everything felt seamlessly connected.

(RIGHT) - 3D emojis that I designed for use throughout this ad.
(BELOW) - Animated and still assets for all four characters.