160/90
AIA Healthiest Schools Campaign

Role

Concept, Pitch, Art Direction, Storyboarding, Design, Animation

Produced in

CarbonMoves

160/90 developed a campaign concept for an AIA initiative and asked Carbon to help them bring it to life. The programme objective is to promote healthy lifestyles among students of ages 5-16 years old by providing free, curriculum-linked resources for teachers and students within the four key pillars of healthy living - healthy eating, active lifestyles, mental wellbeing and health sustainability.

01 - The Brief

We took on the challenge to create a series of 8 impactful 2D animated shorts, based on stories from the winning schools across APAC, to inspire others to help students lead healthier, longer, better lives. Using soft colours and fluid transitions that carry the journey from scene to scene, we brought a warmth to the very important messages behind this initiative.

02 - The Approach

Process

The Pitch &
Concept

The creative proposal that I worked on and presented can be found here.

In order to make the series more personal and relatable, we decided to give each video a first person tone of voice - letting the educator, parent or child tell their story and experience of the school's efforts to promote a healthier lifestyle. However, we decided upon a more whimsical and dreamier style treatment such that it would look fun and retain visual interest.

The Art Direction

Colors

Whilst adhering to AIA's brand colour palette, we also developed a unique colour scheme for each school that was derived from each of the school crests. However, as many school crests had similar colours, we injected an additional colour to the mix that represents the country for a more distinctive colour palette.

Narrative

A nice touch to the series was ensuring that each video ended off with the same angle of the different school building featured in the story and zoom out of the 'O' in AIA Healthiest Schools logo.

Character Design

We proposed three different character designs (2nd row) in the first round, with the client selecting the one on the left that was slightly more stylised yet still had a more realistic human figure. The character design retained the elongated limbs that we proposed in the original creative proposal but as we wanted the relatability aspect, we added facial features to all the characters (1st row).

The Intro

We decided to add the main characters (the ones telling each story) to the title frame with the slogan and minisode title. As the client wanted to celebrate the respective schools, we created an additional frame with confetti flying across the screen and included a short paragraph giving a shout-out to the school featured in the minisode.

Styleframes

Although my role mainly focused on managing and directing this whole project, I enjoyed quite a bit of time in the preproduction phase, in which I worked on ideating and storyboarding six videos and designing the full set of styleframes for two videos, which are featured above and below.