NATIONAL AD COUNCIL
Design Challenge
Create an exciting/attention-grabbing animation through social media post that would appeal to young first time voters — to push them to get out and vote.
Role:
Concept Design Animation
Compositor
Research
ABOUT NATIONAL AD COUNCIL
Since 1942, the Ad Council has partnered with advertisers and storytellers to address social issues and create campaigns that inspire action and change lives.
For more info on the client, click here
THEIR DESIGN
National Ad Council has a very simple design based on website. It is quite straight forward where only title (text) and a thumbnail image is displayed. We aim to utilize this and elevate it in the motion piece.
To view their campaigns, click here
WHO IS THIS FOR?
Young people, especially college students, are overwhelmed by visuals and world issues. This animation should connect with them using their tone and language.
Concepts
1
CONCEPT & DESIGN
Using positive and negative space through typography and text backgrounds to create visual imagery.
The sans-serif font Brother 1816 is chosen for its clean lines and modern look.
SCRIPT
Over 500,000 people are homeless in the U.S. each night.
Rising costs, job loss, and health issues push many onto the streets.
1 in 5 suffers from severe mental illness. Homeless youth face 4x more violence. 40% lack basic healthcare.
Donate, volunteer, or advocate today.
Together, we can make a difference.
2
CONCEPT & DESIGN
This concept was chosen.
The design uses varied compositions and increasing text sizes to show the chaos of poor sleep habits, then shifts to a clean, minimal look for resolution and the call to action.
SCRIPT
Still staring at the clock? Did you know 1 in 3 adults struggle with sleep?
The excessive screen time and swiping, heavy meals, and caffeine are common culprits.
Lack of sleep makes you 3 times more prone to anxiety and heart risks.
So make the small changes tonight.
Sleep tight, reset right.
Process
Design Iterations
The styleframes lack compositional balance and variety, and the integration of photography and typography feels disjointed. They don’t fully capture the concept we aimed for, which was to highlight diverse type and compositions while maintaining coherence.
Final Design
Based on feedback, we established rules for varied type sizes, small text descriptions, and overlapping text to enhance visual variety. Exaggerating the dilemmas, like Heart Risks, improved clarity and impact without audio.
Typography & Colour Palette
Proxima Nova was chosen for its clean, modern style, using Bold for primary text and Regular for secondary to add complexity.
Black and white with saturated images simultaneously highlight simplicity and minimal sophistication.
Final Animation
The animation was refined for a seamless flow, maintaining clear communication through minimalist yet complex design frames. It evolved from a fragmented concept into a cohesive and comprehensible piece.
Credits
Design/Animation Collab - Pearl Raina
Narration - Carissa Fronk
Sound Design - Jas Gunarto & Kelly Warner
Music - Universal Production Music