Approach and Solution
Leveraged existing research from the client that brought to light the most commonly used search terms and questions on the topic of fertility and infertility.
Conceptualized a campaign that would demonstrate that although they may feel alone in their struggle, many are asking the same questions they are.
Designed an on-brand look and feel for the first time the EMB Serono Brand came to life in an animated format.
Storyboarded 3 videos that each highlighted one of the commonly search questions.
Art directed the video with an animator to bring character and personality to the letterforms with kinetic type. I wanted to demonstrate the emotions people must be feeling when they are searching.
Storyboarding
I storyboarded all 3 videos in great detail, providing references to the types of animation and movement I envisioned for every frame, ensuring personality and character was given to the letters.
For this series of videos as well, I wanted to utilize a returning "character" of an egg at the beginning of each video to create connection and cohesiveness for the campaign.
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